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The author examines four commercial data sets to determine how few choice tasks and/or how few respondents are required for generating reasonably accurate disaggregate utilities when Hierarchical Bayes utility estimation is employed. The author demonstrates that, in carefully designed and analyzed studies, as few as one to four choice tasks per respondent can yield accurate disaggregate choice models.
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Prior to founding MACRO, Mr. McCullough was the senior vice president for a leading international strategic consulting and design research firm. Before that, he was market research manager for a $300 million division of Levi Strauss & Company.
Mr. McCullough has spoken before the American Marketing Association, the Marketing Research Association and various universities on a wide range of marketing topics. He is a past board member of the American Marketing Association, San Francisco chapter, and has been quoted in Canadian Packaging Magazine. He has chaired and lectured at applied multivariate statistics seminars for several years and is a member of numerous professional associations.