Proper R&D and marketing interfacing has been shown to improve the success of a firm. There is, however, a lack of quantitative tools managers could use for this purpose. I have developed a set of tools in this dissertation to assist managers to address this problem. The first tool is a...

Because most conjoint studies are conducted in hypothetical situations with no consumption consequences for the participants, the extent to which the studies are able to uncover "true" consumer preference structures is questionable. Experimental economics literature, with its emphasis on...

Because most conjoint studies are conducted in hypothetical situations with no consumption consequences for the participants, the extent to which the studies are able to uncover "true" consumer preference structures is questionable. Experimental economics literature, with its emphasis on...

This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new...

We propose a new alternative preference measurement method, barter conjoint, to contrast with traditional choice-based conjoint (CBC) approaches. Barter conjoint collects a substantially larger amount of data compared to CBC and allows for information diffusion among respondents. We conducted...

New products are often launched sequentially, by different firms, and the purchasing decisions are sometimes made by dyads. This paper proposes a new model that explicitly considers dyadic decision making in drug prescription and allows assessment of the relative influence that physicians and...