Paul Edgar Green (4 April 1927 – 21 September 2012) was an American marketing professor and statistician. He was S.S. Kresge Professor of Marketing, and later Professor Emeritus at the

Wharton School The Wharton School ( ) is the business school of the University of Pennsylvania, a private Ivy League research university in Philadelphia. Established in 1881 through a donation from Joseph Wharton, a co-founder of Bethlehem Steel, the Wharton ...

University of Pennsylvania The University of Pennsylvania (Penn or UPenn) is a Private university, private Ivy League research university in Philadelphia, Pennsylvania, United States. One of nine colonial colleges, it was chartered in 1755 through the efforts of f ...

. 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.. 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 designation of ASA Fellow has been a sign ...

. 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

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 American marketing people {{academic-stub