Books and Book Chapters

Berrigan, J. A. and Finkbeiner, C.T. (1992) Segmentation Marketing: New Methods for Capturing Business Markets. New York, NY: Harper Collins.

McDonald, S. S. (1991) Market Segmentation (Chapter 17) in Handbook of Business Strategy (2nd Edition), Glass, Harold E., Editor. Boston, MA: Warren Gorham & Lamont.

Goldman, A. E., and McDonald, S. S. (1987) The Group Depth Interview: Principles and Practice. Englewood Cliffs, NJ: Prentice-Hall.

Articles, Papers and Speeches

Polster, M., McDonald, S. S., Zanutto, E. L., Conner, C., and Hammer, M. (2010) "A Comparison of Preferences For Two GLP-1 Products – Liraglitude and Exenatide – for the Treatment of Type 2 Diabetes" in Journal of Medical Economics, Vol 13, No. 4, 655-661.

National Analysts Worldwide (Fall 2010) "IT Compass Report: Aligning IT Solutions with Market Needs to Improve Business Performance."

Zanutto, E. L. (2010) "Propensity Score Analysis" in N.J. Salkind (ed), Encyclopedia of Research Design. Newbury Park, CA: Sage.

Lichtenstein, G. R., Waters, H. C., Kelly, J., McDonald, S. S., Zanutto, E. L., Hendricks, D. and Rahman, M. I. (2010) "Assessing Drug Treatment Preferences of Patients with Crohn's Disease Using a Conjoint Analysis."Patient.

McDonald, S. S. (20 May 2010) "Understanding and Surviving the Regulatory Environment: A 'State of the Union' Perspective." Webinar presented to PMRG.

Leon, G. H. (May 2010) "10 Minutes with... George H. Leon." Interviewed in Marketing News.

Polster, M. and McDonald, S. S. (Spring 2010) "The True Importance of Derived Importance for In-Line Pharmaceutical Products: Putting a Valuable Tool into Context." in PBIRG's Perspective, Vol. 12. No. 1.

Litke, S. E. and Dorling, J. (March 2010) "Will Generics Take Park Place? The Future of Branded Biologics in a Generic World." Presented at Annual National Conference, PMRG.

McDonald, S. S. (February 2010) "Much Not Understood About Physicians, and Even Less About Patients and MCOs." Pharma Market Research Report.

McDonald, S. S. and Sharma, S. (January 2010) "Reinventing the Market Research Function." Pharmaceutical Executive.

Litke, S. E. and Glathar, J. (March 2009) "Maximizing Brand Potential in a Volatile Marketplace." Presented at Annual National Conference, PMRG.

Bezruka, K., Jehn, K.A., Zanutto E. L. and Thatcher, S. M. B. (2009) "Do Workgroup Faultlines Help or Hurt? A Moderated Model of Faultlines, Team Identification, and Group Performance." Organizational Science, 20: 35-50.

Boldry, J. G., Polster, M. and McDonald, S. S. (2009), "Improving Survey Efficiency: Understanding the Relationships among Common Metrics for Concept Evaluation." Marketing Bulletin, 20.

National Analysts Worldwide (September 2008) "Oncologists Look at Oncology: The Prognosis for US Cancer Care Results of a Benchmark National Survey."

Zanutto, E. L. (2008) "Propensity Scores." in P. J. Lavrakas (ed), Encyclopedia of Survey Research Methods, Newbury Park, CA: Sage.

Leon, G. H. (2007) Self Storage Demand Study. Springfield, VA: Self Storage Association.

Kossman, D. A. and Meyers, J. (September 2007) "The Art and Science of Healthcare Marketing Research." Presented at Annual Meeting, PMRG.

McDonald, S. S. (May 2007) "A "Brief History of Time" in the Pharmaceutical Industry...And a Quick Peek into the Future." Presented at the Market Research Association Philadelphia Chapter Meeting, Philadelphia, PA.

National Analysts Worldwide (May 2007) "Foods, Fats and Fuels."

National Analysts Worldwide (May 2007) "Consumer Attitudes About Biofuels."

Kossman, D. A. (March 2007) "The Impact of Price on Brand Demand in a Generic Marketplace: A Case Study." Presented at Annual National Conference PMRG.

Kossman, D. A. (2006) "The First Step Toward Valid Pricing Research: Asking the Right People the Right Questions." Presented at the Professional Pricing Society Fall Conference.

Kossman, D. A. (5 October 2006) "Issues in Biotech Marketing Research" Quantitative Research lecture delivered at PMRG Fall Conference.

McDonald, S. S. (September 2006) "AE Reporting in the Market Research Industry: An Update on the Still-Gathering Storm." Presented at the Pharmaceutical Marketing Research Group Fall Conference, Baltimore, MD.

McDonald, S. S. (March 2006) "Taking Care of Business: Defending Pharmaceutical Market Research against the Perils of Industry Regulation." Presented at the Pharmaceutical Marketing Research Group 2006 Spring Conference, Las Vegas, NV.

Leon, G. H. (January/February 2006) "You Choose, You Loose: Unrestrained customer choices can derail manufacturing productivity and profitability." Marketing Management.

Zanutto, E. L. (2006) "A Comparison of Propensity Score and Linear Regression Analysis of Complex Survey Data." Journal of Data Science, 4:67-91.

Zanutto, E. L., and Bradlow, E. (2006). "Data Pruning in Consumer Choice Models." Quantitative Marketing and Economics, 4:267-287.

Leon, G. H. (July 2005) ODE*SSA: a 21st Century Software Tool for Estimating Self Storage Demand. Self Storage Association Globe.

Willson, D. and Gallagher, J. (June 2005) Scoring Massive Customer Datasets Using Hierarchical Bayesian Models and Parallel Processing. Presented at the 2005 INFORMS Marketing Science Conference, Atlanta, GA.

National Analysts Worldwide (April 2005) "Prescribing Practices In A Post Vioxx World."

Rothschild, B. B. and Sprik, T. L. (April 2005) "Marketing Segmentation: What, Why, and How?" Presented at AD:TECH05, San Francisco, CA.

Wilson, D. and Zelichonok, E. (2005) Automated Model-Based Testing of Web Survey Instruments. JSM.

Reiter, J., Zanutto, E. L., and Hunter, L. (2005) "Analytical Modeling in Complex Surveys of Work Practices." Industrial and Labor Relations Review, 59:82-100.

Yanovitzky, I., Zanutto, E. L., and Hornik, R. (2005) "Estimating Causal Effects of Public Health Education Campaigns Using Propensity Score Methodology." Evaluation and Program Planning, 28: 209-220.

Zanutto, E. L., Lu, B. and Hornik R. (2005) "Using Propensity Score Subclassification for Multiple Treatment Doses to Evaluate a National Anti-Drug Media Campaign." Journal of Educational and Behavioral Statistics, 30: 59-73.

McDonald, S. S. (2004) How to Design and Implement Successful Pricing Research: Counsel and Caveats from the Trenches. Presented at the Professional Pricing Society, 6th Annual Pricing Conference, Chicago, IL, October 1995. Reprinted in The Journal of Professional Pricing, Vol. 13, No. 3, 6-14, Third Quarter 2004.

McDonald, S. S. (October 2002) "The Positioning Paradox: When Words Hold Ideas Captive." Presented at the Pharmaceutical Marketing Research Group Fall '02 Meeting, Tysons Corner, VA.

Leon, G. H. (July/August 2002) The Service Edge. Energy Customer Management.

Leon, G. H. (December 2001) Modeling The Revenue Impact Of Incremental Service And Price Changes: Advances In Customer Relationship And Competitive Performance Simulation Proceedings of the 12TH National Energy Services Conference. The Association of Energy Service Professionals, Boca Raton, FL.

Leon, G. H. (August 2001) Next Generation Customer Value Analysis: A Decision Tool Approach. Proceedings of the 2001 International Energy Program Evaluation Conference, Salt Lake City UT.

Kossman, D. A. (2001) "Pricing Research for In-Office Prescription Products." CASRO Annual Journal 2001: "Research Makes a Difference."

Zanutto, E. L. and Gelman, A. (2001) "Analysis of Large-Scale Social Surveys." In International Encyclopedia of the Social and Behavioral Sciences, edited by N.J. Smelser and P.B. Baltes, Oxford, England: Elsevier Science Ltd, 12:8376-82.

Rothschild, B. B. and Sprik, T. L. (November 2000) Actionable Market Segmentation Frameworks for Managing Customer Relationships. Presented at the University of Georgia Terry College of Business MMR 20th Anniversary, Athens, GA.

Rothschild, B. B. (October 2000) Actionable Segmentation Models for Customer Relationships. Presented at the Direct Marketing Association Conference & Exhibition, New Orleans, LA.

Rothschild, B. B., & Whiteman, Greg (USPS) (January 2000) Creating & Implementing an Effective Industry Segmentation: Planning, Direct Marketing & Sales Support Programs. Presented at 6th Joint Conference of the Institute for the Study of Business Markets, National Analysts' Market Segmentation Seminar, Atlanta, GA.

Leon, G. H. (December 1999) Toward Segments of One: A Microcluster Approach to Understanding Major Account Buyer Values. Creating & Implementing an Effective Industry Segmentation: Planning, Direct Marketing & Sales Support Programs The Association of Energy Service Professionals, Boca Raton, FL.

Leon, G. H. (October 1999) Devising Successful Strategies for Selling Energy Commodity and Energy Services Packages. Presented at the Identifying the Customers You Want to Pursue in Retail Energy Markets Conference (Infocast), Philadelphia, PA.

Leon, G. H. (August 1999) From Needs-Based Segmentation to Objectives-Based Segmentation. Proceedings of the 1999 International Energy Program Evaluation Conference, Denver, CO.

Rothschild, B. B. (August 1999) Direct Mail in China: An Emerging Partnership. Presented at the Universal Postal Union's World Conference on Direct Mail, Beijing, China.

Leon, G. H. (January 1999) Which of Your Customers Are Most Likely to Purchase Value Added Products or Services? Presented at the Direct Marketing for the Electric Power Industry Conference (Infocast), Las Vegas, NV.

Leon, G. H. (December 1998) Understanding, Predicting and Influencing Provider Selection: An Innovative Approach to Value/Loyalty/Switching Segmentation. Proceedings of the 9TH National Energy Services Conference. The Association of Energy Service Professionals, Boca Raton, FL.

Rothschild, B. B. (October 1998) Customer Segmentation: The "Winning" Business Case in New Global Markets. Presented at the Direct Marketing Association Catalog Weekend, San Francisco, CA.

McDonald, S. S. (1998) "The Positioning Research Ritual: When Not to Bother" Presented PMRG Fall Meeting, Baltimore, MD.

Leon, G. H. (December 1997) Examining the Opportunities and Threats of an Open Market. Presented at the Marketing Strategies and Tactics to Energize Customer Retention and Acquisition Conference (Institute for International Research), Miami, FL.

Leon, G. H. (December 1997) A Framework For Developing A Strategic Marketing Information Platform And Tools. Proceedings of the 8TH National Energy Services Conference. The Association of Energy Service Professionals, Boca Raton, FL.

Rothschild, B. B. (October 1997) Getting International Customers' "Stamp" of Approval. Presented at the Direct Marketing Association Conference, Chicago, IL.

Leon, G. H. (July 1997) Strategic Decision Tools for Pre-emptive Marketing Action. Presented at the Leveraging Aggregation for Market Share Growth Conference (Institute for International Research), San Diego, CA.

Leon, G. H. (June 1997) Strategies for Predicting and Entering the Pennsylvania Mass Retail Market. Presented at the Pennsylvania Energy Market: Retail Pilots and Beyond Conference (Infocast), Philadelphia, PA.

Rothschild, B. B. (February 1997) Global Marketing Solutions: Target Country Attitudes and Insights. Presented at the Quad/Graphics & USPS Joint Mail Order Summit, La Romana, Dominican Republic.

Leon, G. H. (February 1997) Segmenting the Mass Market for Electric Services. Presented at the Mass Marketing for Retail Competition Conference (Infocast), New Orleans, LA.

Leon, G. H. (September 1996) Segmenting the Mass Energy Market: Challenge, Vision, Methods, Tools. Presented at the Pricing Strategies for A Competitive Utility Market Conference, (Institute for International Research), Chicago, IL.

Leon, G. H. (July 1996) Electric Power Market Segmentation. Presented at the Developing New Products and Services for the Electric Power Market Conference (Infocast), San Diego, CA.

Leon, G. H. (June 1996) Segmenting the Mass Consumer Market for Electric Services. Mass Account Marketing for a Competitive Power Industry Conference (Infocast), San Francisco, CA.

Leon, G. H. (January 1996) From Customer Satisfaction to Utility Action. Presented at the 1996 DA/DSM DistribuTECH Conference Tampa Bay, FL.

Leon, G. H. (November 1995) Market Segmentation and Targeting for Utility Applications. Presented at Competitive Pricing and Segmentation Strategies for Utilities Forum (Institute for International Research), Chicago, IL.

Leon, G. H. (November 1995) Satisfaction Measurement as a Resource-Allocation Tool. Presented at the American Gas Association Marketing Research Conference, Lake Buena Vista, FL.

Rothschild, B. B., & Hauptman, M. (1995) Actionable Segmentation Schemes for Maximum Total Value (MTV): Leveraging the Lifetime Value of Your Customers. Presented at the Institute for International Research Conference, New York, NY.

Kossman, D. A. (1995) The Secret of Successful Pricing Research Is Knowing When to Do It. Medical Marketing and Media, Vol. 29, No. 12, 70-75, December 1994. Reprinted in The Journal of Professional Pricing, Vol. 4, No 2, 22-26, Summer 1995.

Kossman, D. A. (June 1995) Managed Care Trends in Disease Management: Implications for Product Pricing. Presented at 5th Annual International Business Communications Forum on Pharmaceutical Pricing, Philadelphia, PA.

McDonald, S. S. (1995) "Another Look at Managed Care: Reassessing Their Priorities…and Ours" Presented PMRG Spring 1995 Meeting, Philadelphia, PA.

Kossman, D. A. (June 1994) When Marketing Research Can – and Can't – Help Set Price. Presented at 4th Annual International Business Communications Conference on Pharmaceutical Pricing, Philadelphia, PA.

McDonald, S. S. (1994) Making Optimal Use of Your Sales and Marketing Levers. Institute for International Research Conference on Marketing and Sales Force Reengineering, Philadelphia, PA.

Leon, G. H. (November 1994) Industrial CLASSIFY: How Valid Is It? Proceedings: Sixth Biennial Marketing Research Symposium. Electric Power Research Institute. EPRI TR-104558.

McDonald, S. S. (May 1992) Contamination in Qualitative Research. Presented at 47th Annual Conference of the American Association for Public Opinion Research, St. Petersburg, FL.

McDonald, S. S. (January 1990) Brand Equity: Working Toward a Disciplined Methodology for Measurement. Advertising Research Foundation, New York, NY.

Instructional Seminars

McDonald, S. S. (October 2004) The Long and Winding Road: Market Research in Support of Creative Concept Development. Healthcare Marketing & Communications Council, Account Service Development Program, New York, NY.

Leon, G. H. (2002) How to Make Your Customer Satisfaction Measurement System Actionable. A Guidebook for improving customer satisfaction measurement, customer value analysis and customer relationship management.

McDonald, S. S. (November 2001) Transforming Market Strategy into Marketing Action: An Overview of Primary Research Techniques. Healthcare Marketing & Communications Council, Account Service Development Program, New York, NY.

McDonald, S. S. (September 2000) Project Conception: Questioning Your Client/Designing the Study. Council of American Survey Research Organizations, Advanced Project Directors Training Conference, Philadelphia, PA.

Leon, G. H. (April 1996) Market Segmentation for Customer Retention and Growth. Training Session sponsored by AESP/EPRI, Cherry Hill, NJ.

McDonald, S. S. (1996) Charting the New Product Development Course: A Market Research Case Study Workshop. Institute for International Research, 2nd Annual Pharmaceutical Marketing Research Roundtable, Philadelphia, PA.

Rothschild, B. B. (March 1995) Benchmarking: The Process of Building Industry Intelligence for Superior Performance. Lecture delivered at the University of Georgia, Master of Marketing Research Program.

Leon, G. H. (December 1995) Market Segmentation for Utility Applications. Training Session conducted at the 1995 AESP Annual Meeting: "Competition - Dealing with Change," Phoenix, AZ.

McDonald, S. S. (1992) Multivariate Techniques. Pharmaceutical Marketing Research Group Developmental Seminar on Quantitative Research Design and Analysis, Philadelphia, PA.

McDonald, S. S. (June 1990) The Morning After: Market Research Problems and How to Avoid Them. Pharmaceutical Marketing Research Group, Developmental Seminar, Fairfield, NJ.

Posters

Boldry, J., Zanutto, E. L., King, J. and Polster, M. (May 2010) Accounting for Response Tendencies in Scale Rating Data. Poster presented at PBIRG Annual General Meeting, Naples, FL.

Boldry, J., Polster, M., and McDonald, S. S. (May 2010) When a Single Measure is Sufficient: Optimizing Survey Efficiency in Concept Evaluation Research. Poster presented at AAPOR, Chicago, IL.

Polster, M., McDonald, S. S. and Boldry, J. (May 2009) Improving Survey Efficiency: Understanding the Relationships Among Standard Measures of Concept Evaluations. Poster presented at 2009 PBIRG Annual General Meeting, Phoenix, AZ.

Zanutto, E. L., Conner, C., Polster, M., McDonald, S. S. and Hammer, M. (May 2009) Evaluation of GLP-1 Product Attributes in Treating People with Type 2 Diabetes in US: Comparing Time Trade-off and Willingness to Pay Methodologies. Poster presented at ISPOR 14th Annual Meeting, Orlando, FL.

Viewpoints

Implications of “Allocation” vs. “Discrete Choice” Projections

Neuromarketing Research: A Choppy Ride on the Brain Waves

Taking CRM to the Cloud

The Future of UI: When Devices Finally Speak Our Language

Calling the Shots: New Customer Roles in a Reshaped Healthcare System

The Quantum Mechanics of Brand: What You See - and Don't See - with Derived Importance Analysis

Riding the Brain Waves: Neuromarketing's Choppy, Uncharted Waters