Research


Research in Progress
Empirical Bayes Methods in Marketing. Measurement issues in assessing brand choice models and concentration statistics.

Books
Massy, W.F., Montgomery, D.B. and Morrison, D.G., Stochastic Models of Buying Behavior, The M.I.T. Press, 464 pp. (1970).

Chapters in Books
Morrison, D.G., "Discriminant Analysis," Chapter 8 in Handbook of Marketing Research, Ferber, R. (Ed.), McGraw-Hill (1974).

Buchanan, B.S. and Morrison, D.G., "Discriminant Analysis," Handbook of Marketing Research, Second Edition, Houston, M. (Ed.), McGraw-Hill (1995).

Professional Journal Articles
Frank, R.E., Massy, W.F. and Morrison, D.G., "Bias in Multiple Discriminant Analysis," Journal of Marketing Research, 2, 250-258 (August 1965).

Morrison, D.G., Frank, R.E. and Massy, W.F., "A Note on Panel Bias," Journal of Marketing Research, 3, 85-88 (February 1966).

Morrison, D.G., "Testing Brand-Switching Models," Journal of Marketing Research, 3, 401-409 (November 1966).

Morrison, D.G., "Measurement Problems in Cluster Analysis," Management Science, 13, 12, B775-B780 (August 1967).

Morrison, D.G., "On the Consistency of Preferences in Allais’ Paradox," Behavioral Science, 12, 5, 373-383 (September 1967).

Morrison, D.G., "Critique of: ‘Ranking Procedures and Subjective Probability Distributions’," Management Science, 14, 253-254 (December 1967).

Morrison, D.G., "Analysis of Consumer Purchase Data: A Bayesian Approach," Industrial Management Review, 9, 31-40 (Winter 1968).

Morrison, D.G., "Approximate Methods for Calculating the Power of Certain Goodness-of-Fit Statistics," The New York Statistician, 19, 3, 5-7 (January-February 1968).

Morrison, D.G., "A Stochastic Interpretation of the Heavy Half," Journal of Marketing Research, 5, 194-198 (May 1968).

Massy, W.F. and Morrison, D.G., "Some Comments on Ehrenberg’s Appraisal of Brand-Switching Models," Journal of Marketing Research, 5, 225-228 (May 1968).

Morrison, D.G., "On the Interpretation of Discriminant Analysis," Journal of Marketing Research, 6, 156-163 (May 1969).

**This article was designated a "Citation Classic" in Current-Contents: Social & Behavioral Sciences, 16 (July 30, 1984).

Morrison, D.G., "Conditional Trend Analysis: A Model that Allows for Nonusers," Journal of Marketing Research, 6, 342-346 (August 1969).

Morrison, D.G., "A Series Approximation for Negative Binomial Parameter Estimation, Journal of Marketing Research, 6, 355-356 (August 1969).

Morrison, D.G., "On Forming Confidence Intervals for Certain Poisson Ratios," Decision Sciences, 1, 234-236 (1970).

Morrison, D.G., "Adaptive Behavior in Automobile Brand Choices: A Reply," Journal of Marketing Research, 7, 117-119 (February 1970).

Morrison, D.G., and Gluck, D.J. "Spurious Correlations that Result from ‘Awareness vs. Usage’ Type Regressions," Journal of Marketing Research, 7, 381-384 (August 1970).

Morrison, D.G. and Perry, A., "Some Data Based Models for Analyzing Sales Fluctuations," Decision Sciences, 1, 3 and 4, 258-274 (July-October 1970).

Morrison, D.G., Massy, W.F. and Silverman, F.N., "The Effects of Nonhomogeneous Populations on Markov Steady-State Probabilities," Journal of the American Statistical Association, 66, 334, 268-274 (June 1971).

Morrison, D.G., "Upper Bounds for Correlations Between Binary Outcomes and Probabilistic Predictions," Journal of the American Statistical Association, 67, 337, 68-70 (March 1972).

Morrison, D.G. "Regressions with Discrete Dependent Variables: The Effect on R2," Journal of Marketing Research, 9, 338-340 (August 1972).

Morrison, D.G., "Reliability of Tests: A Technique Using the ‘Regression to the Means’ Fallacy," Journal of Marketing Research, 10, 91-93 (February 1973).

Morrison, D.G., "Evaluating Market Segmentation Studies: The Properties of R2, Management Science, 19, 11, 1213-1221 (July 1973).

Montgomery, D.B. and Morrison, D.G., "A Note on Adjusting R2," The Journal of Finance, 28, 4, 1009-1013 (September 1973).

Morrison, D.G., "Some Results for Waiting Times with an Application to Survey Data," The American Statistician, 27, 5, 226-227 (December 1973).

Sphicas, G.P. and Morrison, D.G., "On the Estimation of the Parameters of a Mixed Exponential," SCIMA, Journal of Management Sciences and Applied Cybernetics, New Delhi, India, 4, 3, 105-114 (1975).

Rippe, R., Wilkinson, M. and Morrison, D.G., "Industrial Market Forecasting with Anticipations Data," Management Science, 22, 6, 639-651 (February 1976).

Morrison, D.G., "On the Optimal Time to Pull the Goalie: A Poisson Model Applied to a Common Strategy in Ice Hockey," Management Science, Special Issue on Sports, 137-144 (1976).

Villani, K.E.A. and Morrison, D.G., "A Method for Analyzing New Formulation Decisions," Journal of Marketing Research, 13, 284-288 (August 1976).

Morrison, D.G., "Home Field Advantages and the Seventh Game World Series Phenomenon," The New York Statistician, 28, 2, 1-2 (November-December 1976).

Kalwani, M.U. and Morrison, D.G., "A Parsimonious Description of the Hendry System," Management Science, 23, 5, 467-477 (January 1977).

Beckwith, N.E. and Morrison, D.G., "Stochastic Interpretation of 2 X 2 Classification Tables," Journal of the American Statistical Association, 72, 358, 303-308 (June 1977).

Kalwani, M.U. and Morrison, D.G., "Estimating the Proportion of ‘Always Buy’ and ‘Never Buy’ Consumers: A Likelihood Ratio Test with Sample Size Implications," Journal of Marketing Research, 14, 601-606 (November 1977).

Morrison, D.G., "A Probability Model for Forced Binary Choices," The American Statistician, 32, 1, 23-25 (February 1978).

Sabavala, D.J. and Morrison, D.G., "A Model of TV Show Loyalty," Journal of Advertising Research, 17, 6, 35-43 (December 1977).

Morrison, D.G., "On Linearly Increasing Mean Residual Lifetimes," Journal of Applied Probability, 15, 617-620 (September 1978).

Morrison, D.G., "Purchase Intentions and Purchase Behavior," Journal of Marketing, 43, 65-74 (Spring 1979).

Morrison, D.G., "An Individual Differences Pure Extinction Process," Journal of Mathematical Psychology, 19, 3, 307-315 (June 1979).

Morrison, D.G. and Brockway, G., "A Modified Beta Binomial Model with Applications to Multiple Choice and Taste Tests," Psychometrika, 44, 4, 427-442 (December 1979).

Morrison, D.G. and Schmittlein, D.C., "Jobs, Strikes and Wars: Probability Models for Duration," Organizational Behavior and Human Performance, 25, 224-251 (April 1980).

Kalwani, M.U. and Morrison, D.G., "Sample Size Requirements for Zero-Order Models," Journal of Marketing Research, 17, 221-227 (May 1980).

Schmittlein, D.C. and Morrison, D.G., "On Individual Inference in Job Duration Research: A Reexamination of the Wisconsin School Superintendent Study," Administrative Science Quarterly, 26, 84-89 (March 1981).

Schmittlein, D.C. and Morrison, D.G., "The Median Residual Lifetime: A Characterization Theorem and an Application," Operations Research, 29, 392-398 (March-April 1981).

Sabavala, D.J. and Morrison, D.G., "A Stationarity Test for the Beta Binomial Model," Journal of Business Research, 9, 221-230 (1981).

Morrison, D.G. and Schmittlein, D.C., "A Model of Careers in a Simple Hierarchy: Generalizing the Junior Professional’s Decision Rule," The Bell Journal of Economics, 12, 310-320 (Spring 1981).

Sabavala, D.J. and Morrison, D.G., "A Nonstationary Model of Binary Choice Applied to Media Exposure," Management Science, 27, 637-657 (June 1981).

Morrision, D.G., "Triangle Taste Tests: Are the Subjects Who Respond Correctly Lucky or Good?", Journal of Marketing, 45, 111-119 (Summer 1981).

Morrison, D.G., "A Stochastic Model for Test-Retest Correlation," Psychometrika, 46, 2, 143-151 (June 1981).

Morrison, D.G. and Schmittlein, D.C., "Predicting Future Random Events Based on Past Performance," Management Science, 27, 9, 1006-1023 (September 1981).

Morrison, D.G., "Modeling Consumer Purchase Events: A Reply to Lawrence," Journal of Marketing Research, 18, 465-469 (November 1981).

Morrison, D.G. and Toy, N.E., "The Effect of Grouping Continuous Variables on Correlation Coefficients," Marketing Science, 1, 4, 379-389 (Fall 1982).

Morrison, D.G., Chen, R.D.H., Karpis, S.L. and Britney, K.E.A., "Modelling Retail Customer Behavior at Merrill Lynch," Marketing Science, 1, 2, 123-141 (Spring 1982).

Schmittlein, D.C. and Morrison, D.G., "Prediction of Future Random Events with the Condensed Negative Binomial Distribution," Journal of the American Statistical Association, 78, 382, 449-456 (June 1983).

Schmittlein, D.C. and Morrison, D.G., "Modelling and Estimation Using Job Duration Data," Organizational Behavior and Human Performance, 32, 1-22 (August 1983).

Schmittlein, D.C. and Morrison, D.G., "Measuring Miscomprehension for Televised Communications Using True-False Questions," Journal of Consumer Research, 10, 147-156 (September 1983).

Buchanan, B.S. and Morrison, D.G., "Taste Tests: Psychophysical Issues in Comparative Test Design," Psychology & Marketing, 1, 1, 69-91 (Spring 1984).

Buchanan, B.S. and Morrison, D.G., "Optimal Design of Parity Tests," Journal of Mathematical Psychology, 24, 4, 453-466 (December 1984).

Buchanan, B.S. and Morrison, D.G., "Measuring Simple Preferences: An Approach to Blind, Forced Choice Product Testing," Marketing Science, 4, 2, 93-109 (Spring 1985).

Schmittlein, D.C., Bemmaor, A.C. and Morrison, D.G., "Why Does the NBD Model Work? Robustness in Representing Product Purchases, Brand Purchases and Imperfectly Recorded Purchases," Marketing Science, 4, 3, 255-266 (Summer 1985).

Schmittlein, D.C. and Morrison, D.G., "Is the Customer Still Active?", The American Statistician, 39, 4, 291-295 (November 1985).

Kahn, B.E., Kalwani, M.U. and Morrison, D.G., "Measuring Variety-Seeking and Reinforcement Behaviors Using Panel Data," Journal of Marketing Research, 23, 89-100 (May 1986).

Kahn, B.E., Morrison, D.G. and Wright, G.P., "Aggregating Individual Purchases to the Household Level," Marketing Science, 5, 3, 260-268 (Summer 1986).

Morrison, D.G. and Wheat, R.D., "Misapplications Reviews: Pulling the Goalie Revisited," Interfaces, 16, 6, 28-34 (November-December 1986).

Schmittlein, D.C., Morrison, D.G. and Colombo, R.A., "Counting Your Customers: Who Are They and What Will They Do Next?", Management Science, 33, 1, 1-24 (January 1987).

Buchanan, B.S. and Morrison, D.G., "Sampling Properties of Rate Questions with Implications for Survey Research," Marketing Science, 6, 3, 286-298 (Summer 1987).

Morrison, D.G. and Schmittlein, D.C., "Generalizing the NBD Model for Customer Purchases: What Are the Implications and is it Worth the Effort?" (with Discussion and Rejoinder), Journal of Business and Economic Statistics, 6, 2, 145-166 (April 1988).

Colombo, R.A. and Morrison D.G, "Blacklisting Social Science Departments with Poor Ph.D. Submission Rates," Management Science, 34, 6, 696-706 (June 1988).

Buchanan, B.S. and Morrison, D.G., "A Stochastic Model of List Falloff with Implications for Repeat Mailings," Journal of Direct Marketing, 2, 3, 7-15 (Summer 1988).

Kahn, B.E., Kalwani, M.U. and Morrison, D.G., "Niching vs. Change-of-Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings," Journal of Marketing Research, 25, 384-390 (November 1988).

Colombo, R.A. and Morrison, D.G., "A Brand Switching Model with Implications for Marketing Strategies," Marketing Science, 8, 1, 89-99 (Winter 1989).

Morrison, D.G. and Colombo, R.A., "An Explanation of Allenby and Blattberg’s Extra-Binomial Response Variance: Did the Postal Service Do It?", Journal of Direct Marketing, 3, 1, 30-33 (Winter 1989).

Kahn, B.E. and Morrison, D.G., "A Note on ‘Random’ Purchasing: Additional Insights from Dunn, Reader and Wrigley," Applied Statistics, 38, 1, 111-114 (1989).

Wheat, R.D. and Morrison, D.G., "Estimating Purchase Regularity with Two Interpurchase Times," Journal of Marketing Research, 27, 2, 87-93 (February 1990).

Wheat, R.D. and Morrison, D.G., "Assessing Purchase Timing Models: Whether or Not is Preferable to When," Marketing Science, 9, 2, 162-170 (Spring 1990).

Schmittlein, D.C., Kim, J. and Morrison, D.G., "Combining Forecasts:Operational Adjustments to Theoretically Optimal Rules," Management Science 36, 9, 1044-1056 (September 1990).

Dekimpe, M.G. and Morrison, D.G., "A Modeling Framework for Analyzing Retail Store Durations," Journal of Retailing, 67, 1, 68-92 (Spring 1991).

Morrison, D.G. and Schmittlein, D.C., "How Many Forecasters Do You Really Have? Mahalanobis Provides the Intuition for the Surprising Clemen and Winkler Result," Operations Research, 39, 3, 519-523 (May-June 1991).

Gupta, S. and Morrison, D.G., "Estimating Heterogeneity in Consumers’ Purchasing Rates," Marketing Science, 10, 3, 264-269 (Summer 1991).

Schmittlein, D.C., Cooper, L.G. and Morrison, D.G., "Truth in Concentration in the Land of (80/20) Laws," Marketing Science, 12, 2, 167-183 (Spring 1993).

Morrison, D.G. and Kalwani, M.U., "The Best NFL Field Goal Kickers: Are They Lucky or Good?", Chance, 6, 3, 30-38 (August 1993).

Kalwani, M.U., Meyer, R.J. and Morrison, D.G., "Benchmarks for Discrete Choice Models," Journal of Marketing Research, 31, 1, 65-75 (February 1994).

Raju, J.S., Dhar, S.K. and Morrison, D.G., "The Effect of Package Coupons on Brand Choice," Marketing Science, 13, 2, 145-164 (Spring 1994).

Wheat, R.D. and Morrison, D.G., "Regularity, Recency and Rates," European Journal of Operational Research, 76, 2, 283-289 (July 1994).

Vanhuele, M., Dekimpe, M.G., Sharma, S. and Morrison, D.G., "Probability Models for Duration: The Data Don’t Tell the Whole Story," Organizational Behavior and Human Decision Processes, 62, 1, 1-13 (April 1995).

Kim, D., Morrison, D.G. and Tang, C.S., "A Tactical Model for Airing New Seasonal Products," European Journal of Operational Research, 84, 250-264 (1995).

Siddarth, S., Bucklin, R.E. and Morrison, D.G., "Making the Cut: Modeling and Analyzing Choice Set Restriction in Scanner Panel Data," Journal of Marketing Research, 32, 3, 255-266 (August 1995).

Morrison, D.G. and Silva-Risso, J., "A Latent Look at Empirical Generalizations," Marketing Science, 14, 3 (Part 2 of 2), G61-G70 (Summer 1995).

Dhar, S.K., Morrison, D.G. and Raju, J.S., "The Effect of Package Coupons on Brand Choice: An Epilogue on Profits," Marketing Science, 15, 2, 192-203 (Spring 1996).

Morrison, D.G. and Schmittlein, D.S., "It takes a Hot Goalie to Raise the Stanley Cup: The Role of Team Ability, Home Ice and the ‘Hot Hand’ in Stanley Cup Finals," Chance, 11, 1, 3-7 (Winter 1998).

Silva-Risso, J.M., Bucklin, R.E. and Morrison, D.G., "A Decision Support System for Planning Manufactures' Sales Promotion Calendars," Marketing Science, 18, 3, 274-300 (Summer 1999).

Drolet, A.L. and Morrison, D.G., "Do We Really Need Multiple-Item Measures in Service Research?", Journal of Service Research, 3, 3, 196-204 (February 2001).

Schmittlein, D.C. and Morrison, D.G.,  "A Live Baby or Your Money Back: The Marketing of in vitro Fetilization Procedures," Management Science, 49, 12 (December 2003).

Conference Proceedings Published
Frank, R.E., Massy, W.F. and Morrison, D.G., "The Determinants of Innovative Behavior with Respect to a Branded, Frequently Purchased Food Product," 312-323, American Marketing Association Proceedings (Winter 1964).

Morrison, D.G., "New Models of Consumer Loyalty Behavior: Aids to Setting and Evaluating Marketing Plans," 323-337, American Marketing Association Proceedings (September 1965).

Participation at Public Lectures and Forums
"Blacklisting Social Science Departments with Poor Submission Rates," Yale University, New Haven, CT, April 12, 1988; MIT OR Center, Cambridge, MA, May 5, 1988.

"All Successful New Product Modellers Are Closet Bayesians," Marketing Modellers Group, New York, NY, April 14, 1988; Stanford/Berkeley Marketing Seminar, Stanford, CA, December 7, 1988; The University of Texas at Austin, December 13, 1988; RAND Corporation, Santa Monica, CA, January 25, 1989; Marschak Colloquium, AGSM, UCLA, April 21, 1989.

"A Note on ‘Random’ Purchasing: Additional Insights from Dunn, Reader and Wrigley," Columbia/NYU/Yale Marketing Seminar, New York, NY, May 13, 1988.

"A Brand Switching Model with Implications for Marketing Strategies," Washington University, St. Louis, MO, April 28, 1989.

"Truth in Concentration in the Land of (80/20) Laws," New York Marketing Modellers Group, October 12, 1989; Harvard Business School, October 26, 1989; University of Southern California, March 1991; The RAND Corporation, October 17, 1991; New York University, October 24, 1991; MIT Operations Research Center, April 23, 1992.

"How Well Have You Done?: Benchmarks for Marketing Modellers," New York Marketing Modellers Group, September 13, 1990; New York University, September 11, 1991.

"Empirical Generalizations: Latent Lessons for Logit Lands and Lorenz Lambadas," Empirical Generalizations Conference, The Wharton School, Philadelphia, PA, February 18, 1994.

"Lessons Learned from Writing, Mentoring and Editing," keynote speech, Texas Marketing Colloquium, Rice University, Houston, TX, April 15, 1994.

"A Framework for Empirical Generalizations," The Wroe Alderson Memorial Lecture, The Wharton School, University of Pennsylvania, September 1994; University of California, Berkeley, April 17, 1995; The University of Chicago, May 1, 1995; Columbia University, October 13, 1995; UCLA Management Science Day, May 17, 1996.

"Separating Luck from Skill in Performance Measures," RAND Corporation, Santa Monica, CA, July 16, 1998.

"A Live Baby or Your Money Back: The Marketing of In Vitro Fertilization Procedures," The Marketing Modellers Group, New York, April 15, 1999; Stanford Univeresity, June , 1999; University of Colorado, April 18, 2003.

"The Art of Scale Development: Often Less is More," Columbia University, March 18, 2002; New York University, March 19, 2002; UCLA OR/OM Day, June 7, 2002.

"NFL Kickers: Highly Skilled Athletes Who Separate Themselves By Luck," featured luncheon speaker, Joint Statistical Meetings, New York, August, 12, 2002.

Papers Presented at Professional Societies
"Generalizing the NBD Model for Customer Purchases: What Are the Implications and Is It Worth the Effort," American Statistical Association Meeting, San Francisco, CA, August 1987; Management Science Seminar, AGSM, UCLA, November 18, 1988.

"Niching vs. Change-of-Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positioning," ORSA/TIMS, St. Louis, MO, October 1987 (with Barbara E. Kahn).

"Measure Purchasing Regularity," ORSA/TIMS, St. Louis, MO, October 1987 (with Rita D. Wheat).

"Assessing Purchase Timing Models: Whether or Not Is Preferable to When," Marketing Science Conference, Seattle, WA, March 25, 1988 (with Rita D. Wheat).

"All Successful New Product Modellers Are Closet Bayesians," International TIMS, Paris, France, July 7, 1988.

"An Explanation of Allenby and Blattberg’s Extra-Binomial Variance: Did the Postal Service Do It?", ORSA/TIMS, Denver, CO,
October 25, 1988.

"Measuring Whether Customers Do What’s Best for Them: Implications for Service Pricing Policies," Marketing Science Conference, Durham, NC, March 17, 1989.

"Truth in Concentration in the Land of (80/20) Laws," Marketing Science Conference, Urbana, IL, March 24, 1990; American Statistical Association (invited presentation), Anaheim, CA, August 8, 1990.

"How Well Have You Done?: Benchmarks for Marketing Modellers," Marketing Science Conference, Wilmington, DE, March 21, 1991.

"Looking at Polarization Within and Across Product Categories," Marketing Science Conference, London, July 13, 1992.

"Fitting the Model to the Question (on Scalpels, Sledgehammers and Walnuts)," Marketing Science Conference, St. Louis, MO, March 13, 1993.

"To Phi or Not to Phi: Psi (Sigh) That Is The Question," Marketing Science Conference, Tucson, AZ, March 18, 1994.

"Benchmarks for Discrete Choice Models," Advanced Research Techniques (ART) Forum, Monterey, CA, June 14, 1995.

"A Framework for Assessing the Reliability and Validity of Recall Data," Marketing Science Conference, Sydney, Australia, July 1995.

"New Insights into Ehrenberg’s Loyalty-Like RR=RL+20 Empirical Generalization," Marketing Science Conference, Gainesville, FL, March 1996.

"Combining Switching Matrices and Choice Models to Gain Additional Insights," Marketing Science Conference, Berkeley, CA, March 22, 1997.

"No Problem, How Confident: Applications of the ‘Rule of Three’," Columbia University, November 19, 1997; Washington University, St. Louis, May 1, 1998; USC/UCI/UCLA Marketing Colloquium, Irvine, CA, May 15, 1998, ART Forum, Keystone, CO, June 8, 1998.

"The Art of Scale Development: Often Less is More," Marketing Science Conference, Syracuse, NY, May 21, 1999.

"A Live Baby or Your Money Back: The Marketing of In Vitro Fertilization Procedures," American Marketing Association, San Francisco, August 7, 1999; AMA Doctoral Consortium, Boulder, CO, May 11, 2000.

"C.R. Rao's Contributions to Marketing: A Personal Perspective," An International Conference in Honor of C.R. Rao's 80th Birthday, The University of Texas at San Antonio, March 17, 2000.

"Consideration, Choice and Classifying Loyalty," Marketing Science Conference, Edmonton, Canada, June 28, 2002.