Research

Qualitative versus Quantitative Research Traditions: A Needless and Useless Debate That Hampers Advertising and Marketing Knowledge Development

The author presents commentary on the article "Qual vs. Quant... Again!" by Arthur J. Kover regarding qualitative and quantitative research methods as they are used in advertising. The author feels qualitative research denotes that which is mostly interpretive while quantitative research is empirical in nature like experimental design work. He feels Kover combined qualitative and quantitative research findings within the article and commends him for it.

Publication Information
Article Title: Qualitative versus Quantitative Research Traditions: A Needless and Useless Debate That Hampers Advertising and Marketing Knowledge Development
Journal: International Journal of Advertising (2008)
Vol. 27 Issue 4, p660-663, ISSN 0265-0487
Author(s): Carlson, Les
Researcher Information
    
Carlson, Les
Carlson, Les
Professor and Nathan J. Gold Distinguished Professorship
Expertise:
  • Consumer Behavior
  • Consumer Socialization
  • Marketing Communication
  • Services Marketing
Marketing
CoB 345K
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-3156
Fax: (402) 472-9777
lcarlson3@unl.edu