How Relevancy, Use, and Impact can Inform Decision Making
本文回顾了定量研究在广告中的使用和价值现状，发现其价值虽已确立，但实际使用低于预期，并探讨了原因。
<h3>ABSTRACT</h3> This paper reviews the current state of use (and value) of quantitative research in advertising. It concludes that the value of quantitative research is well established but use is less than might be expected based on value. The authors discuss the reasons for this difference in value.