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Wayne S. Desarbo

Color portrait of Wayne S. Desarbo

Emeritus Professor of Marketing, Former Mary Jean and Frank P. Smeal Distinguished Professor of Marketing

Department Marketing

Email Address wsd6@psu.edu

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Wayne S. DeSarbo is the Mary Jean and Frank P. Smeal Distinguished Professor of Marketing at the Smeal College of Business at the Pennsylvania State University at University Park, Pa. He has held similar chaired professorships at the Wharton School of the University of Pennsylvania, and the University of Michigan. He received his B.S. degree in Economics from the Wharton School of the University of Pennsylvania. He has M.A. degrees in Sociology, Administrative Science/O.R., and Marketing from Yale University and the University of Pennsylvania. Wayne obtained his Ph.D. in Marketing and Statistics from the University of Pennsylvania, and completed post doctorate work in Operations Research and Econometrics there. He has published over 120 articles in such journals as the Journal of Marketing Research, Psychometrika, Journal of Consumer Research, Journal of Mathematical Psychology, Marketing Science, Journal of Classification, Journal of Marketing, Management Science, and Decision Sciences. His methodological interests lie in multidimensional scaling, classification, and multivariate statistics, especially as they pertain to substantive marketing problems in positioning, market structure, consumer choice, market segmentation, and competitive strategy. He was awarded the 1988 Raymond B. Cattell Award for his outstanding research contributions in mathematical psychology and nominated as President of the Psychometric Society. In addition, Wayne was awarded the University of Michigan Senior Research award for his research performance at the School of Business. He was one of a few prominent Marketing scholars to be selected by the Royal Swedish Academy to serve on the Nobel Prize Nomination Committee. He was the Chair of the Statistics in Marketing Section of the American Statistical Society. Wayne is a member of AMA, ORSA/TIMS, Psychometric Society, ASA, RSS, Classification Society, INSNA, IMS, Econometric Society, ACR, DSI, and APA. He serves on the review boards of Marketing Science, the Journal of Consumer Research, and the Journal of Marketing Research. Recently, he was appointed Associate Editor of Marketing Science and interim Associate Editor of the Journal of Marketing Research. He has ten years of work experience in Marketing Research at AT&T and Bell Laboratories. Finally, Wayne has been a consultant for such diverse firms as AMERITECH, AT&T, Ad Audit, Pfizer Drug, SENMED, Pacific Bell, General Motors, Hughes Aircraft, GTE, Motorola, Marketing Metrics, Blue Cross, Eli Lilly Co., and Merck Pharmaceuticals. He is CEO and owner of ANALYTIKA Marketing Sciences, Inc. He is the Executive Director of the newly formed Center for Sports Business and Research here at Penn State University. Wayne was the 2003 Pennsylvania State, USA National, and World Power lifting Champion in the 275lb Masters 2 division. He also won the 2004 IPA World Power lifting title in the 319lb Raw Drug-Free division. Besides Power lifting (currently retired), Wayne's hobbies include football, chess, his Harley, cool cars, and computers.

Expertise

Wayne's methodological interests lie in multidimensional scaling, classification, and multivariate statistics, especially as they pertain to substantive marketing problems in positioning, market structure, consumer choice, market segmentation, and competitive strategy.

Education

Ph D, Marketing and Statistics, University of Pennsylvania, 1978

Courses Taught

MKTG 596 – Individual Studies (3)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

B A 500 – Marketing Management (Variable)
An examination of the role of the market place in company management.

B A 515 – Business Statistics for Contemporary Decision Making (2)
Conceptual understanding of statistics through both numerical and applied approach.

B A 596 – Individual Studies (Variable)
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.

B A 597D – Introduction of Statistics (2)
Provide an introduction and become more proficient in statistical concepts and methods. To complete data analysis using SPSS statistical software.

Selected Publications

Desarbo W., "Redundancy Analysis." Online Encyclopedia of Statistics, Wiley & Sons, 2017
Desarbo W., "Paul Green Legends of Marketing, Volume 1." (Sage Press), 2017
Blanchard S., Aloise D., Desarbo W., "Extracting Summary Piles from Sorting Task Data." Journal of Marketing Research, 2017
Park J., Rajagopal P., Dillon W., Desarbo W., "A New Bayesian Spatial Model for Branding Positioning." Journal of Modeling in Management, 2017
Fong D., Chen Z., Desarbo W., "A Bayesian Multinomial Probit Model for the Analysis of Panel Choice Data." Psychometrika, vol. 81, no. 1, 2016, pp. 161-183, doi:10.1007/s11336-014-9437-6, link.springer.com/article/10.1007/s11336-014-9437-6
Fong D., Desarbo W., Chen Z., Xu Z., "A Bayesian Vector Multidimensional Scaling Procedure Incorporating Dimension Reparameterization with Variable Selection." Psychometrika, vol. 80, no. 4, 2016, pp. 1043-1065, doi:10.1007/s11336-015-9449-x, link.springer.com/article/10.1007/s11336-015-9449-x
Desarbo W., Hwang H., Jedidi K., "Redundancy Analysis in Wiley StatsRef: Wiley Statistical Reference Online." (John Wiley & Sons, Ltd.), 2016, onlinelibrary.wiley.com/doi/10.1002/9781118445112.stat02498/abstract, Invited
Desarbo W., Hwang H., Stadler Blank A., Kappe E., "Constrained Extended Stochastic Constrained Redundant Analysis." Psychometrika, vol. 80, no. 2, 2015, pp. 516-534
Ross S. F., Desarbo W., "A Rapid Reaction to O’Bannon: The Need for Analytics in Applying the Sherman Act to Overly Restrictive Joint Venture Schemes." Penn State Law Review: Penn Statim, 43, vol. 43, 2015, www.pennstatelawreview.org/penn-statim/a-rapid-reaction-to-obannon-the-need-for-analytics-in-applying-the-sherman-act-to-overly-restrictive-joint-venture-schemes/
Agrawal J., Malhotra N., Desarbo W., "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research." Consumer Needs and Solutions, vol. 2, no. 1, 2015, pp. 19-40, link.springer.com/article/10.1007/s40547-014-0029-5
Kappe E., Stadler Blank A., Desarbo W., "A General Multiple Distributed Lag Framework for Estimating the Dynamic Effects of Promotions." Management Science, vol. 60, no. 16, 2014, pp. 1489-1510, pubsonline.informs.org/doi/abs/10.1287/mnsc.2013.1856
Kim S., Fong D., Blanchard S., Desarbo W., "Implementing Managerial Constraints in Model-Based Segmentation: Extensions of Kim, Fong, and DeSarbo (2012) with an Application to Heterogeneous Perceptions of Service Quality." Journal of Marketing Research, vol. 50, no. 5, 2013, pp. 664-673
Blanchard S., Desarbo W., "A New Zero-Inflated Negative Binomial Methodology for Latent Category Identification." Psychometrika, vol. 78, no. 2, 2013, pp. 320-342, papers.ssrn.com/sol3/papers.cfm?abstract_id=2039084
Desarbo W., Kim S., "A Review of the Major Multidimensional Scaling Models for the Analysis of Preference/Dominance Data in Marketing." (World Scientific Press), 2012, pp. 3-27
Desarbo W., Stadler Blank A., McKeon C., "Proper mix of promotional offerings can produce for teams." Sports Business Journal, vol. 15, no. 24, 2012, www.sportsbusinessdaily.com/Journal/Issues/2012/05/14/Opinion/From-the-Field-of-Research.aspx
Blanchard S. J., Aloise D., Desarbo W., "The Heterogeneous P-Median Problem for Categorization Based Clustering." Psychometrika, vol. 77, no. 4, 2012, pp. 741-762, papers.ssrn.com/sol3/papers.cfm?abstract_id=2030830
Kim S., Fong D., Desarbo W., "Model Based Segmentation Featuring Simultaneous Segment Level Variable Selection." Journal of Marketing Research, vol. 49, no. 5, 2012, pp. 725-736, www.journals.marketingpower.com/doi/abs/10.1509/jmr.10.0395
Desarbo W., Madrigal R., "Exploring the Demand Aspects of Sports Consumption and Fan Avidity." Interfaces: Special Issue on Sports Analytics, vol. March/April, 2012, interfaces.journal.informs.org/content/early/2011/11/28/inte.1110.0575.abstract
Interface - Special Issue on Sports Analytics
Park J., Rajagopal P., Desarbo W., "A New Heterogeneous Multidimensional Unfolding Procedure." Psychometrika, vol. 77, no. 2, 2012, pp. 263-287, link.springer.com/article/10.1007%2Fs11336-012-9256-6
Fong D., Ebbes P., Desarbo W., "A Heterogeneous Bayesian Regression Model for Cross-sectional Data Involving a Single Observation per Response Unit." Psychometrika, vol. 77, no. 2, 2012, pp. 293-314, www.springerlink.com/content/j573h5373n1l3pw0/
Blanchard S., Desarbo W., Atalay S., Nukhet H., "Identifying consumer heterogeneity in unobserved categories." Marketing Letters, vol. 23, no. 1, 2012, pp. 177-194, www.springerlink.com/content/c062wl0072t58874/
Desarbo W., Scott C., "Multidimensional Scaling of Preference Data." (Wiley & Sons), 2011
Scott C., Desarbo W., "A new constrained stochastic multidimensional scaling vector model: An application to the perceived importance of leadership attributes." Journal of Modelling in Management, vol. 6, no. 1, 2011, pp. 7-32
Desarbo W., Park J., Rao V. R., "Deriving joint space positioning maps from consumer preference ratings." Marketing Letters, vol. 22, no. 1, 2011, pp. 1-14
Desarbo W., Madrigal R., "Examining the behavioral manifestations of fan avidity in sports marketing." Journal of Modelling in Management, vol. 6, no. 1, 2011, pp. 79-99, www.emeraldinsight.com/journals.htm?articleid=1913599&show=abstract
Desarbo W., "A Spatial Multidimensional Unfolding Choice Model for Examining the Heterogeneous Expressions of Sports Fan Avidity." Journal of Quantitative Analysis in Sports, vol. 6, no. 2, 2010, pp. Article 3, www.bepress.com/jqas/vol6/iss2/3/
Desarbo W., Ebbes P., Fong D., Snow C. C., "Revisiting customer value analysis in a heterogeneous market.." Journal of Modelling in Management, vol. 5, no. 1, 2010, pp. 8-24
Ebbes P., Grewal R. S., Desarbo W., "Modeling strategic group dynamics: A hidden Markov approach.." Quantitative Marketing and Economics, vol. 8, no. 2, 2010, pp. 241-274
Desarbo W., Wang Q., Blanchard S., "Exploring intra-industry competitive heterogeneity: The identification of latent competitive groups." Journal of Modelling in Management, vol. 5, no. 2, 2010, www.emeraldinsight.com/journals.htm?articleid=1871206&show=abstract
Fong D., Desarbo W., Park J., Scott C., "A Bayesian Vector Multidimensional Scaling Procedure for the Analysis of Ordered Preference Data." Journal of the American Statistical Association, vol. 105, no. 490, 2010, pp. 482-492
Desarbo W., "Measuring fan avidity can help Marketers narrow their focus." Sports Business Journal, vol. Dec 21, 2009, pp. 13-14
Desarbo W., Grewal R. S., Wang Q., "Dynamic strategic groups: Deriving spatial evolutionary paths." Strategic Management Journal, vol. 30, no. 13, 2009, onlinelibrary.wiley.com/doi/10.1002/smj.788/abstract
Desarbo W., Blanchard S., Atalay S., "A Three-Way Clusterwise Multidimensional Unfolding Procedure for the Spatial Representation of Context Dependent Preferences." Computational Statistics and Data Analysis, vol. 53, no. 8, 2009, www.sciencedirect.com/science/article/pii/S016794730800220X
Ebbes P., Grewal R. S., Desarbo W., "Modelling Strategic Group Dynamics: A Hidden Markov Approach." Quantitative Marketing and Economics, vol. 8, no. 2, 2009, pp. 241-274
Desarbo W., Ebbes P., Fong D., Snow C. C., "Revisiting Customer Value Analysis in a Heterogeneous Market." Journal of Modelling in Management, vol. 5, no. 1, 2009, www.emeraldinsight.com/journals.htm?articleid=1845922

Research Impact and Media Mentions

"ResearchGate", ResearchGate.net, Web
"Focus on research: March Madness is the avid sports fan’s (and sports marketer’s) dream", Centre Daily Times, Newspaper
"New center to study sports market", Centre Daily Times

Editorships

Marketing Science (Ad Hoc Reviewer 2010-present), January 2010 - Present
Ad Hoc Reviewer
Journal of Marketing Research (Former Associate Editor 2009-2012; Ad Hoc Reviewer 2013-present), January 2009 - January 2012
Former Associate Editor; Ad Hoc Reviewer
Marketing Letters (Member of Review Board 2008-present), January 2008 - Present
Member of Review Board
Journal of Modelling in Management (Member of Review Board 2006-present), January 2006 - Present
Member of Review Board
Journal of the Classification Society (Member of Review Board 2005-present), January 2005 - Present
Member of Review Board
Journal of Marketing (Former Member of Review Board 2005-2009), January 2005 - January 2009
Former Member of Review Board
Management Science (Ad Hoc Reviewer 2000-present), January 2000 - Present
Ad Hoc Reviewer
Journal of Mathematical Psychology (Ad Hoc Reviewer 1996-present), January 1996 - Present
Ad Hoc Reviewer
Psychometrika (Ad Hoc Reviewer 1990-present), January 1990 - Present
Ad Hoc Reviewer

Honors and Awards