The Research Contributions of Donald R. Lehmann to Marketing, Volume 1

The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Joel Huber, features the prominent articles of Don Lehmann on models, metrics, and measurements in marketing research. It is the first volume in this set because it underscores the centrality of methods and models for studying consumer behavior and marketing phenomena to generate theoretical and practical insights for valuable lessons to academics and practitioners. Joel Huber is the Alan D. Schwartz Professor Emeritus at the Fuqua School of Business at Duke University, USA. He and John McCann were founding members of the Marketing area when they arrived at Fuqua in 1979. He is on the review boards, is an associate editor for leading marketing journals, and was the editor of the Journal of Marketing Research from 2006 to 2009. His research interest focuses on predicting and understanding market choice. He developed new ways to measure preference through choice-based conjoint analysis.