Archive of the Publications of Paul E. Green: Intro
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Foreword
by Paul E. Green
November 2004
It is difficult for me to accept the fact that I've been around the University of Pennsylvania since 1950, when I graduated from Penn. Although I entered the job market right after graduation and spent 12 years in industry before joining Wharton (as an Associate Professor), it often seems that I've been at Wharton all my adult life.
In any case, my affection for Wharton has never diminished. I've been fortunate beyond all expectations to have found a job that I've continued to like for half a century. My graduate school professors, Morris Hamburg and Simon Kuznets, were both luminaries (Kuznets was a Nobel Prize winner), and my tutelage was without peer.
My colleagues through the years - Jerry Wind, Douglas Carroll (from Rutgers), and Abba Kreiger - still work with me. I'm most appreciative of all that I've learned from them. In turn, other scholars who have also made my work worthwhile for as long as I have been at the Wharton School include:
- Pradeep Bansal
- Max Bosch
- Frank J. Carmone
- Wayne DeSarbo
- Susan Douglas
- Chaim Eherman
- James Emshoff
- Marcia Flicker
- Kris Helsen
- Joel Huber
- Arun Jain
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- John Keon
- Jinho Kim
- Vicki Morwitz
- Les Neidell
- Jackie Oler
- Ambar Rao
- Robert Rothberg
- William Rudelius
- Catherine Schaffer
- Joel Steckel
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I have been asked by Wharton's Marketing Department to
prepare an "archive" of my joint work with my many talented co-researchers
through the years.
Format
Scholarly publications typically cover journal articles, proceedings papers, book chapters, computer programs, books, monographs, book reviews, and editorials. I have had the pleasure of contributing to each of these media.
In addition, scholars may also be interested in such things as presentation materials (e.g., transparencies, slides, videos, movies) in addition to the time-honored blackboard and flip-chart options.
My primary goal, however, is to provide an electronic format in which various materials (e.g., articles, proceedings) are captured for easy access to fellow teachers and scholars.
I have elected to start with the usual chronological order of publication, as a way to peruse the archive. In addition, the archive also organizes my work product regarding classroom presentation materials.
My colleagues, Abba Krieger and Jerry Wind, and I have recently prepared an extensive monograph called Adventures in Conjoint Analysis. Anyone interested in the subject matter may download this monograph. There are 16 chapters, each devoted to some topic in conjoint analysis and related techniques.
In Appreciation
Over a very long time period, I have had the pleasure and good fortune to rely on John Carstens for his uncanny ability to suffer through my various scrawls and cryptic notes squeezed into the margins. John has been helping Wharton's Marketing Department for almost twenty years. He continues to be a valuable resource that all of us in the Marketing Department rely on to fill virtually every request for editorial assistance that one could imagine. His literary skills and general editorial advice have miraculously turned my scrawls and linguistic lapses into excellent prose.
The Paul Green "Tribute" Book
In may of 2002, I was fortunate (beyond my dreams) to be treated to a Festschrift, a celebration where one's colleagues come together to treat some lucky honoree for his or her work over the years. Jerry Wind and his merry band treated me to a wonderful couple of days, never to be forgotten.
As I prepare this archive, I will often refer to events related to the Festschrift and the fun that I had in listening to the clever remarks made by my colleagues - a truly memorable event!
An Introductory Tour
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.
Preparing the Archive
Preparation of an archive of my (and my colleagues) work includes the usual list of
- journal articles
- proceedings
- book chapters
- editorials
- books and book reviews
and so on. In addition, I have included a variety of pedagogical materials related to teaching. Fortunately, the bibliography prepared for the book Market Research and Modeling: Progress and Projects - A Tribute to Paul E. Green, edited by Yoram (Jerry) Wind and me, is reasonably up-to-date.
The aforementioned Tribute book and the Adventures in Conjoint Analysis provide detailed discussions of much of this work. The Tribute book consists of 14 chapters, each written by experts in marketing research methodology. The Appendix to the Tribute book also provides the primary archival material. My textbooks (e.g., Research for Marketing Decisions) provide additional archival grist for the mill.
I hope that the reader (academician or marketing research practitioner) will find the archive of value. Since the archive covers a broad time period of almost 50 years, the researcher is offered an historical view of what the author and his colleagues were trying to do in the field. It starts from then-novel developments, such as Bayesian decision theory, to such topics as multivariate methods (e.g., factor analysis, discriminant analysis, clustering, ANOVA, regression) to more esoteric methods, including latent class analysis and computer simulation/optimization.
Research Periods
My colleagues' and my research reflects a pattern of publications that can be roughly arranged as:
- Operations research applications
- Bayesian decision theory methods
- Multivariate methods, including regression, discriminant analysis, multidimensional scaling, cluster analysis, and latent class analysis
- Conjoint analysis and computer simulation
- Conjoint analysis and computer optimization
- CONJOINT DISPLAY; SIMOPT; SIMACT; SIMDYN: VOICE; BUNDOPT; POSSE, and
- Selected pedagogical materials.
Concluding Comments
I hope that fledgling researchers (as well as those more seasoned) will find at least some of the material helpful in their research and teaching. I also hope that methodological contributions to marketing research will continue (as I'm sure it will) in the future, as talent, much younger than I, ascends to its rightful place in the world of research and teaching. My contributions (good, poor, or mediocre) are simply a stepping stone in the general advance of marketing research methodology and its real-world applications.
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Paul E. Green
Professor Emeritus
Wharton School
University of Pennsylvania
