David Schmittlein

John C Head III Dean
Professor of Marketing

Biography | Selected Publications

"A Live Baby or Your Money Back: The Marketing of in vitro Fertilization Procedures." Schmittlein, David C. and Donald G. Morrison. Management Science Vol. 49, No. 12 (2003): 1617–1635. (2003)

“Cross-National Empirical Generalization of a Supplier Selection and Usage Model for Global Business Services.” Bowman, Douglas, John U. Farley and David C. Schmittlein. Journal of International Business Studies Vol. 31, No. 4 (2000): 667–685. (2000)

“The Little Engines That Could: Modeling the Performance of World Wide Web Search Engines.” Bradlow, Eric T. and David C. Schmittlein. Marketing Science Vol. 19, No. 1 (2000): 43-62. (2000)

“The Distribution of Survey Contact and Participation in America: Constructing a Survey-Based Estimate." Bickart, Barbara and David Schmittlein. Journal of Marketing Research Vol. 36, No. 2 (1999): 286-294. (1999)

“Testing New Direct Marketing Offerings: The Interplay of Management Judgment and Statistical Models.” Morwitz, Vicki and David C. Schmittlein. Management Science Vol. 44, No. 5 (1998): 610-628. (1998)

“It Takes A Hot Goalie To Raise the Stanley Cup: The Role of Team Ability, Home Ice, and the Hot Hand in the Stanley Cup Finals.” Morrison, Donald G. and David C. Schmittlein. Chance, 1998. (1998)

“No Problem! How Confident? Comforting Findings from JCR Pretests, Manipulation Checks, and Problem-Incidence Levels." David C. Schmittlein and Donald G. Morrison. (1998)

“Why Customers Belong in Your List of Assets." Schmittlein, David C. Australia Business Review Weekly, May 1997.

“Keep Your Customer and You'll Be Satisfied." Schmittlein, David C. Australia Business Review Weekly, May 1997.

“The Effect of Variety Seeking Behavior on Optimal Product Positioning,” Sarigollu, Emine and David C. Schmittlein. Applied Stochastic Models and Data Analysis  Vol. 12, No. 1 (1996): 27-44. (1996)

"Assessing How Many Customers Have Really Been Won or Lost in Industrial Markets." J. U. Farley and David C. Schmittlein. (1996)

“Customers as Strategic Assets.“ Schmittlein, David C. The Financial Times, December 1995.

"Representing Multi-Item Choice: Development of a General Model, and Applications." David C. Schmittlein,  Hubert Gatignon and Barton A. Weitz. (1995)

"Understanding Price Effects for New Nondurables: How Price Responsiveness Varies Across Depth-of-Repeat Classes and Types of Consumer." Helsen, Kristiaan and David Schmittlein. European Journal of Operational Research Vol. 76, No. 2 (1994): 359-374. (1994)

"Customer Base Analysis: An Industrial Purchase Process Application." Schmittlein, David C. and Robert A. Peterson. Marketing Science Vol. 13, No. 1 (1994): 41-67.  (1994)

"Analyzing Duration Times in Marketing: Evidence for the Effectiveness of Hazard Rate Models." Helsen, Kristiaan and David C. Schmittlein. Marketing Science Vol.12, No. 4 (1993): 395-414. (1993)

"Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing." Fader, Peter F. and David C. Schmittlein. Journal of Marketing Research Vol. 30, No. 4 (1993): 478-493. (1993)

"Does Measuring Intent Change Behavior?" Morwitz, Vicki G., Eric Johnson and David Schmittlein. Journal of Consumer Research Vol. 20, No. 1 (1993): 46-61. (1993)

"Truth in Concentration in the Land of (80/20) Laws." Schmittlein, David C., Lee G. Cooper and Donald G. Morrison. Marketing Science Vol. 12, No. 2 (1993): 167-183. (1993)

"Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which Intenders Actually Buy?" Morwitz, Vicki G. and David Schmittlein. Journal of Marketing Research Vol. 29, No. 4 (1992): 391-405. (1992)

"How Does A Product Market's Typical Price-Promotion Pattern Affect the Timing of Households' Purchases: An Empirical Study Using UPC Scanner Data." Helsen, Kristiaan and David C. Schmittlein. Journal of Retailing Vol. 68, No. 3 (1992): 316-338. (1992)

"The Relationship Between Purchases Made on Promotion and Shopping Trip Behavior." Kahn, Barbara E. and David C. Schmittlein. Journal of Retailing Vol. 68, No. 3 (1992): 294-315. (1992)

"Attribute Interdependencies in Product Performance Claims: Truth and Consequences." Yoram (Jerry) Wind, David C. Schmittlein and Shoshana Shapiro. In Product Performance Tests: Design, Interpretation, and Claims. New York, NY: June 1992.

"Some Characterizations of Stockpiling Behavior Under Uncertainty." Helsen, Kristiaan and David C. Schmittlein. Marketing Letters Vol. 3, No. 1 (1992): 5-16. (1992)

"Models of Purchase Timing and Models of Brand Choice: Outlook and Issues." Bemmaor, Albert C. and David C. Schmittlein. International Journal of Research in Marketing Vol. 8, No. 3 (1991): 163-168. (1991)

"How Many Forecasters Do You Really Have? Mahalanobis Provides the Intuition for the Surprising Clemen and Winkler Result." Morrison, Donald G. and David C. Schmittlein. Operations Research Vol. 39, No. 3 (1991): 519-523. (1991)

"Inferring Causality in Consumer Perception Studies in Litigation Contexts." David C. Schmittlein and Jerry Wind, in Proceedings, NAD Workshop III, Advances in Claim Substantiation. New York, NY: April 1991.

"Combining Forecasts: Operational Adjustments to Theoretically Optimal Rules." Schmittlein, David C., Jinho Kim and Donald G. Morrison. Management Science Vol. 36, No. 9 (1990): 1044-1056. (1990)

"Shopping Trip Behavior: An Empirical Investigation." Kahn, Barbara and David C. Schmittlein. Marketing Letters Vol. 1, No. 1 (1989): 55-70. (1989)

"Surprising Inferences from Unsurprising Observations: Do Conditional Expectations Really Regress to the Mean?" Schmittlein, David C. The American Statistician Vol. 43, No. 3 (1988): 176-183. (1989)

"A Method for Analyzing Left-Filtered Marketing Durations with an Application to Panel Dropout." David C. Schmittlein and Kristiaan Helsen. (1989)

"Combining Multiple Estimates: An Application to Damage Assessment Litigation." Schmittlein, David C. and Yorum Wind. (1989)

"Generalizing the NBD Model for Customer Purchases: What Are the Implications and Is It Worth the Effort?" Morrison, Donald G. and David C. Schmittlein. Journal of Business and Economic Statistics Vol. 6, No. 2 (1988): 145-166. (1988)

"Definitions of Marketing Models." Schmittlein, David C. and Y. Wind. In Dictionary of Marketing Terms, edited by Peter D. Bennett and Paul F. Anderson. Chicago, IL.: American Marketing Association, 1988.

"Methods for Choosing Among Statistical Models: The Relation Between Akaike's Information Criterion and the Likelihood Ratio Test." David C. Schmittlein. (1987)

"The Complexity of the Conjoint Measurement Task Affects the Number of Attributes Used to Form Preferences: i.e., It Matters How You Measure." David J. Reibstein and David C. Schmittlein. (1987)

"The Effect of Variety Seeking Behavior on Optimal Product Positioning." David C. Schmittlein and Emine Sarigollu. (1987)

"Counting Your Customers: Who Are They and What Will They Do Next?" Schmittlein, David C., Donald G. Morrison and Richard Colombo. Management Science Vol. 33, No. 1 (1987): 1-24. (1987)

"A Generalized NBD Regression." David C. ​Schmittlein and Jihho Kim. (1987)

"Which Preference Distributions Lead to Luce's Choice Axiom?" David C. Schmittlein. (1986)

"Is the Customer Still Active?" Schmittein, David C. and Donald G. Morrison. The American Statistician Vol. 39, No.4 (1985): 291-295. (1985)

"A Bayesian Cross-Validated Likelihood Method for Comparing Alternate Specifications of Quantitative Models." Rust, Roland T. and David C. Schmittlein. Marketing Science Vol. 4, No. 1 (1985): 20-40. (1985)

"Why Does the NBD Model Work? Robustness in Representing Product Purchases, Brand Purchases and Imperfectly Recorded Purchases." Schmittlein, David C., Albert C. Bemmaor and Donald G. Morrison. Marketing Science, Vol. 4, No. 3 (1985): 255-266. (1985)

"Integration of the Sales Force: An Empirical Examination." Anderson, Erin and David C. Schmittlein. The Rand Journal of Economics, Vol. 15, No. 3 (1984): 385-395. (1984)

"Issues in Measuring Concentration Among Firms, Suppliers and Customers." David. C. Schmittlein. (1984)

"Conditional Expectations for Brands in an NBD Product Category: A Mathematical Characterization with Managerial Implications." David. C. ​Schmittlein, Albert C. Bemmaor and Donald G. Morrison. (1984)

"Assessing Validity and Test-Retest Reliability for 'Pick K of N' Data." Schmittlein, David C. Marketing Science Vol. 3, No. 1 (1984): 23-40. (1984)

"Theory and Empirical Fit: A Bayesian Approach to Comparing Structural Equation Models." Roland T. Rust and David C. Schmittlein. In Proceedings of the American Marketing Association's 1984 Winter Marketing Educators' Conference. Chicago, IL: 1984.

"Measuring Miscomprehension for Televised Communications Using True-False Questions." Schmittlein, David C. and Donald G. Morrison. Journal of Consumer Research Vol. 10, No. 2 (1983): 147-156. (1983)

"Modeling and Estimation Using Job Duration Data." Schmittlein, David C. and Donald G. Morrison. Organizational Behavior and Human Performance Vol. 32, No. 1 (1983): 1-22. (1983)

"Some Sampling Properties of a Model for Income Distribution." Schmittlein, David C. Journal of Business and Economic Statistics Vol. 1, No. 2 (1983): 147-153. (1983)

"The Role of Within Group Variance in the Design and Analysis of Market Experiments." David C. Schmittlein, Viyay Mahajan and Yoram Wind. (1983)

"Prediction of Future Random Events with the Condensed Negative Binomial Distribution." Schmittlein, David C. and Donald G. Morrison. Journal of the American Statistical Association Vol. 78, No. 382 (1983): 449-456. (1983)

"Maximum Likelihood Estimation for an Innovation Diffusion Model of New Product Acceptance." Schmittlein, David C. and Vijay Mahajan. Marketing Science Vol. 1, No. 1 (1982): 57-78. (1982)

"Conditional Expectations for a Generalized NBD Model: Theory and Applications." David C. ​Schmittlein, Albert C. Bemmaor and Donald G. Morrison. (1982)

"Predicting Future Random Events Based on Past Performance." Morrison, Donald G. and David C. Schmittlein. Management Science Vol. 27, No. 9 (1981): 1006-1023. (1981)

"The Effect of Uncertainty on Attribute Importance in Linear Compensatory Models." David C. Schmittlein. (1981)

"A Stochastic Model for Evaluating Repeated Media Insertions." David C. Schmittlein. (1981)

"The Median Residual Lifetime: A Characterization Theorem and an Application." Schmittlein, David C. and Donald G. Morrison. Operations Research Vol. 29, No. 2 (1981): 392-399. (1981)

"A Model of Careers in a Simple Hierarchy: Generalizing the Junior Professional's Decision Rule." Morrison, Donald G. Morrison and David C. Schmittlein. The Bell Journal of Economics, Vol. 12, No. 1 (1981): 310-320. (1981)

"On Individual-Level Inference in Job Duration Research: A Reexamination of the Wisconsin School Superintendents Study." Schmittlein, David C. and Donald G. Morrison. Administrative Science Quarterly Vol. 25, No. 1 (1981): 84-89. (1981)

"Jobs, Strikes and Wars: Probability Models for Duration." Morrison, Donald G., David C. Schmittlein. Organizational Behavior and Human Performance Vol. 25, No. 2 (1980): 224-251. (1980)

"A Nonstationary Markovian Binary Choice Model." Donald G. Morrison and David C. Schmittlein. (1978)

 

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