Bibliography of Published Articles, Conference Presentations, White Papers and Published Non-business Articles

PUBLISHED BUSINESS ARTICLES - TECHNICAL

Abbreviated Task Sets: Estimating Disaggregate Choice Models With Extremely Few Tasks Per Respondent, Canadian Journal of Marketing Research, 2003.

Comment on Kilroy and Williams, 2000 Sawtooth Software Conference Proceedings, March 2000, Hilton Head Island, SC.

An Examination of the Components of the NOL Effect in Full-Profile Conjoint Models, 2000 Sawtooth Software Conference Proceedings, March 2000, Hilton Head Island, SC.

Getting the Most Bang From the Fewest Questions: A New Approach to Designing and Analyzing Conjoint Studies, 2003 PMRS Conference Proceedings, April 2003, Vancouver, B.C.

IMAGEQ©: An Individual-Weighted Brand Imagery Importance Approach to Consumer Segmentation, Marketing Research (textbook), by Hair, Bush and Ortinau, McGraw-Hill Companies, College Division, copyright 2000.

A Method For Handling a Large Number of Attributes in Full-Profile Trade-Off Studies, 2000 Advanced Research Techniques Forum, June 2000, Monterey, CA.

The Number of Levels Effect: A Proposed Solution, 1999 Sawtooth Software Conference Proceedings, February 1999, San Diego, CA.

Putting the Why Into Conjoint: A Proposed Enhancement to Conjoint Analysis, 2004 PMRS Conference Proceedings, May 2004, Toronto, Ontario.

Trade-off Analysis: A Survey of Commercially Available Techniques, Quirk’s Marketing Research Review, February 1998.

Trade-off Study Sample Size: How Low Can We Go?, 2001 Sawtooth Software Conference Proceedings, September 2001, Victoria, BC, Canada.

A User’s Guide to Conjoint Analysis, Marketing Research, Summer 2002.

What’s Wrong With Larry’s Argument?, Marketing Research, Spring 2002.

PUBLISHED BUSINESS ARTICLES - GENERAL INTEREST

Business Ethics: Where Did They Go?, East Bay Business Times, July 14, 2000.
--, San Jose Business Journal, August 25, 2000.
--, Central New York Business Journal, November 3, 2000.
--, Tinytown Gazette, February 7, 2001.
--, Springhill Review, September 2001.

Exploiting Human Nature: How to Successfully Market High-Tech New Products, Marketing News Magazine, February 1, 1999.
--, Market Watch, May 1999.
--, Sales and Marketing Executive Report, February 3, 1999.

The Florida Recount: Lessons in Marketing Research, Quirk's Marketing Research Review, March 2001.

A High-Tech Crystal Ball: How to Predict (and Shape) Your New Product’s Future, The Advertiser, February/March 1999.
--, Quirk’s Marketing Research Review, May 1999.

Market Research on the Web: Guidelines for Success, Strategy Magazine, 31 August 1998.
--, Communication World, October/November 1998.
--, Sales and Marketing Executive Report, March 1, 1999.

McCullough’s Laws: First Principles of Commercial Data Analysis, Quirk’s Marketing Research Review, January 2007.

Three and a half Steps to Statistical Success, Quirk’s Marketing Research Review, December 1997.

Web-based Market Research: The Dawning of a New Age, Marketing News Magazine, September 14, 1998.

Why Marketing Research Is a Waste of Money (And What You Can Do About It), Marcom Today, November 1999.
--, Quirk’s Marketing Research Review, February 2000.

The World Wide Web: Radical Revolutionary, San Jose Business Journal, May 19, 2000.
--, Tinytown Gazette, March 7, 2001.

CONFERENCE PRESENTATIONS

Beyond Choice: How Purchase Frequency and Product Options Affect Sales Forecasts, Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.

A Brief History of Trade-Off (Chairman’s Opening Remarks-Day 1), Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.

Comment on Foytik, 1999 Sawtooth Software Conference, February 1999, San Diego, CA.

Comment on Kilroy and Williams, 2000 Sawtooth Software Conference, March 2000, Hilton Head Island, SC.

Conjoint Workshop, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.

An Examination of the Components of the NOL Effect in Full-Profile Conjoint Models, 2000 Sawtooth Software Conference, March 2000, Hilton Head Island, SC.

Factor Analysis and Segmentation Workshop, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.

Factor Analysis and Segmentation Tutorial, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.

How To Get the Most Bang From the Fewest Questions: A New Approach to Designing and Analyzing Conjoint Studies, 2003 PMRS Conference Proceedings, April 2003, Vancouver, B.C.

An Introduction to Multivariate Analysis, with John Wurst, PhD., Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 7, 2005, Miami, FL.

A Method For Handling a Large Number of Attributes in Full-Profile Trade-Off Studies, 2000 Advanced Research Techniques Forum, June 2000, Monterey, CA.

The Number of Levels Effect: A Proposed Solution, 1999 Sawtooth Software Conference, February 1999, San Diego, CA.

Practical Applications of Structural Equation Models, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, May 9, 2005, San Francisco, CA.

Putting the Why Into Conjoint: A Proposed Enhancement to Conjoint Analysis, 2004 PMRS Conference Proceedings, May 2004, Toronto, Ontario.

Seeing the Future: How to Use Conjoint Analysis for Fun and Profit, Applications of Marketing Research Seminar, Universal Responses Corporation, January 2007, San Francisco, CA.

Structural Equation Modeling: Linking Advertising Impact to Total Revenues, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 1, 2004, Miami, FL.

Trade-off Study Sample Size: How Low Can We Go?, 2001 Sawtooth Software Conference, September 2001, Victoria, BC, Canada.

Unexplained Variance or How to Avoid Getting Hit Over the Head by Granma, (Chairman’s Opening Remarks-Day 1), Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 1, 2004, Miami, FL.

Unexplained Variance or How to Avoid Getting Hit Over the Head by Granma, (Chairman’s Opening Remarks-Day 1), Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, May 9, 2005, San Francisco, CA.

What’s New in Advanced Quantitative Methods, Modeling For Impact: Drill-Down Tutorials for Market Researchers, IIR, December 9, 2005, Miami, FL.

Which Tool Should I Use? (Chairman’s Opening Remarks-Day 2), Conjoint and Choice Based Modeling Essentials: A Tools and Techniques Forum, IIR, May 18, 2001, Atlanta, GA.

White Papers

The Association Test, A MACRO white paper, ©1988.

The Cake Method©: A Proprietary Hybrid Conjoint Approach, A MACRO white paper, ©1996.

ImageQ: An Individual-Weighted Brand Imagery Importance Approach to Consumer Segmentation, A MACRO white paper, ©1993.

The Logit-Cake Method©: A Proprietary Hybrid Choice-Based Approach to Trade-Off, A MACRO white paper, ©1996.

MACROModel©: A Price Sensitivity and Volumetric Approach to New Product Concept Screening, A MACRO white paper, ©1995.

Quantitative vs. Qualitative Marketing Research: A Position Paper, A MACRO white paper, ©1988.

PUBLISHED NON-BUSINESS ARTICLES

Acute and Chronic Sexism: The Key to Matrimonial Nirvana, Tinytown Gazette, February 21, 2001.
--, (part 1), Los Altos Town Crier, January 24, 2001.
--, (part 2), Los Altos Town Crier, February 14, 2001.
--, (part 1), Mountain Times, February 2001.
--, (part 2), Mountain Times, March 2001.
--, Sandy Profile, January 2001.

Am I Getting Old?, Mountain Times, June 2001.

The Benefits of Being Neurotic, Tinytown Gazette, September 19, 2001.

Birthing the Past: Separation of Father and Son, Tinytown Gazette, October 31, 2001.
--, Pindeldyboz.com, January 7, 2002.

Help! My Teenage Son Is Turning Into a Human, Tinytown Gazette, March 6, 2002.