In general, you can use the apply function. If your function requires only one column, you can use:
df['price'] = df['Symbol'].apply(getquotetoday)
as @EdChum suggested. If your function requires multiple columns, you can use something like:
df['new_column_name'] = df.apply(lambda x: my_function(x['value_1'], x['value_2']), axis=1)
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