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.
||Qualitative versus Quantitative Research Traditions: A Needless and Useless Debate That Hampers Advertising and Marketing Knowledge Development
International Journal of Advertising (2008)
Vol. 27 Issue 4, p660-663, ISSN 0265-0487