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Paul Green
Emeritus Professor of Marketing

My work in marketing research methodology actually started when I decided to both work in industry and continue my studies in Wharton's Statistics Department. My employer at that time (Sun Oil Company) encouraged me to maintain this dual activity. I later left Sun Oil to take a new position in marketing research at Lukens Steel Company.

I also signed on at Wharton to establish residency requirements and to teach three sections of Introductory Statistics at Wharton. Both jobs took their toll (in terms of free time), but I was able to complete the doctoral program and, in addition, start a Small Operations Research group at Lukens.

Shortly thereafter, DuPont contacted me to work in their Textile Fibers group as a market planning "consultant." My job was to do statistical and OR work and, in the process, help out in the design and implementation of marketing studies. Finally, I received a doctorate from Penn and continued for a brief while at DuPont.

In the course of completing my doctorate, I had the extraordinary good luck to get to know Wroe Alderson. At that time Wroe headed the Management Science Center. He asked me to be its deputy director. I continued my teaching in the Marketing Department while carrying out my duties in the Management Science Center.

Current Research Papers

Paul E Green, Eric Bradlow, Abba Krieger "Hierarchical Bayes in Conjoint Analysis: An Application Involving Embedded Prices"

Publications

R. M. Johnson, W. D. Neal, Paul E Green, (2003), "The Journal of Marketing Research: Its Initiation, Growth, and Knowledge Dissemination"

Paul E Green, Jerry (Yoram) Wind, Abba Krieger, (2003), Marketing Research and Modeling: Progress and Prospects

J Lattin, J. D. Carroll, Paul E Green, (2002), Analyzing Multivariate Data

Paul E Green, (2000), "Bottom Line Customer Satisfaction - Introducing VOICE"

Paul E Green, Abba Krieger, (1999), "User's Guide to HIERMAPR"

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In The News

"Applying Conjoint Analysis to Product Assortment and Pricing in Retailing Research", Wharton, 06/08/2006

"Conjoint Analysis: Methods and Applications", Wharton, 06/08/2006

"Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice", Wharton, 06/08/2006

"HYACT: An Electronic Questionnaire System for Conjoint Analysis and Marketing Research", Wharton, 06/08/2006

"A Validation Study of Sawtooth Software's Adaptive Conjoint Analysis", Wharton, 06/08/2006

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Awards

Marketing Science Institute: Featured Academic , 1990

Inaugural recipient of MIT Sloan School of Management Buck Weaver Award for Marketing, 2004

2004 INFORMS Impact Prize, 2004

Wroe Alderson Distinguished Lecturer, 2002

Paul Green
700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia , PA 19104-6340
Phone: (215) 898-7777
Fax: (215) 898-2534
greene@wharton.upenn.edu

Wharton Page

Research Interests: Multivariate data analysis; marketing research methods; conjoint analysis; multidimensional scaling; optimal product design; cluster analysis and segmentation

Last Modified September 18, 2009