Publications

Books and Book Chapters

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

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

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

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

Articles, Papers and Speeches

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

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

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

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

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

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

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

Leon, G. H. 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, December 2001.

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

Leon, G. H. Toward Segments of One: A Microcluster Approach to Understanding Major Account Buyer Values. Proceedings of the 10TH National Energy Services Conference. The Association of Energy Service Professionals, Boca Raton, FL, December 1999.

Leon, G. H. 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, October 1999.

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

Leon, G. H. 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, January 1999.

Leon, G. H. 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, December 1998.

Leon, G. H. 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, December 1997.

Leon, G. H. 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, December 1997.

Leon, G. H. 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, July 1997.

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

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

Leon, G. H. 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, September 1996.

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

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

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

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

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

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

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

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

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

McDonald, S.S. 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. 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, March 5-7, 2006.

McDonald, S.S. AE Reporting in the Market Research Industry: An Update on the Still-Gathering Storm. Presented at the Pharmaceutical marketing Research Group Fall 2006 Conference, Baltimore, MD, September 10-12, 2006.

McDonald, S. S. 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, May 2007.

Polster, M., McDonald, S. & Boldry, J.  Improving Survey Efficiency:  Understanding the Relationships Among Standard Measures of Concept Evaluations.  Poster presented at 2009 PBIRG Annual General Meeting, Phoenix, AZ, May 17-20, 2009.

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

Rothschild, B., & Hauptman, M. 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, 1995.

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

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

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

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

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

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

Rothschild, B.B., & Whiteman, Greg (USPS). 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, January 2000.

Rothschild, B. B., & Sprik, Timothy L. Marketing Segmentation: What, Why, and How? Presented at AD:TECH05, San Francisco, CA, April 2005.

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

Yanovitzky, I., Zanutto, E., 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., Conner, C., Polster, M., McDonald, S. & Hammer, M.  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, May 18, 2009.

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

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., 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.

Zanutto, E.L. (in press) “Propensity Score Analysis” in N.J. Salkind (ed), Encylopedia of Research Design. Newbury Park, CA: Sage.

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

Zanutto, E., 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.

Instructional Seminars

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

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

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

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

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

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

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

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

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

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