Paul E. Green (4 April 1927 – 21 September 2012)) was a US

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

professor and

statistician A statistician is a person who works with theoretical or applied statistics. The profession exists in both the private and public sectors. It is common to combine statistical knowledge with expertise in other subjects, and statisticians may wor ...

. He was S.S. Kresge Professor of Marketing, and later Professor Emeritus at the

Wharton School The Wharton School of the University of Pennsylvania ( ; also known as Wharton Business School, the Wharton School, Penn Wharton, and Wharton) is the business school of the University of Pennsylvania, a private Ivy League research university in P ...

University of Pennsylvania The University of Pennsylvania (also known as Penn or UPenn) is a private research university in Philadelphia. It is the fourth-oldest institution of higher education in the United States and is ranked among the highest-regarded universitie ...

. He was the founder of conjoint analysis and one of "major architects of modern marketing science and practice", having popularised the use of Bayesian statistics, multidimensional scaling, clustering, and qualitative data analysis within the marketing discipline. He wrote more than sixteen books and 200 articles on market research-related subjects. His seminal article, "Conjoint Analysis in Consumer Research: Issues and Outlook," has been cited more than 750 times in ISI and has some 4,000 citations on Google Scholar. In 1980 he became a

Fellow of the American Statistical Association Like many other academic professional societies, the American Statistical Association (ASA) uses the title of Fellow of the American Statistical Association as its highest honorary grade of membership. The number of new fellows per year is limited ...

. In 1996 the ''Journal of Marketing Research'' established the Paul E. Green Award for the best article in the

Journal of Marketing Research ''Journal of Marketing Research'' is a bimonthly peer-reviewed academic journal published by the American Marketing Association. It was established in 1964 and covers all aspects of marketing research. According to the ''Journal Citation Reports'', ...

was established in his honour. He was the recipient of many awards including: The Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award and he was also the subject of a biographical outline in the ''Legends of Marketing,'' series published by Sage Publications.

Books

*Paul E. Green, Donald S. Tull and Paul Eliot, ''Research for Marketing Decisions,'' N.J., Prentice-Hall, 1975 *Lattin, James M., J. Douglas Carroll, and Paul E. Green, ''Analyzing Multivariate Data,'' 1978 *Yoram Wind and Paul E. Green, ''Marketing Research and Modeling: Progress and Prospects,''(with A Tribute to Paul E. Green), Springer Science and Business Media, 2013

References

Sheth, J.N. (ed), ''Legends of Marketing: Paul E. Green,'' Sage Publications, 2017 1927 births 2012 deaths American statisticians Wharton School of the University of Pennsylvania faculty Fellows of the American Statistical Association Fellows of the American Marketing Association Marketing theorists Marketing people American marketing people {{academic-stub