Chair of Marketing Department, Calvin E. and Pamala T. Zimmerman Endowed Fellow, Professor of Marketing
Office: 455B Business Building
Member of Faculty Since: 1987
Duncan K. H. Fong, Professor of Marketing and Professor of Statistics, joined the Penn State Smeal College of Business faculty in 1987. He has been the Chair of the Marketing Department since 2010. He was the Interim Director of Smeal Ph.D. Programs in Spring 2009 and the Ph.D. Coordinator of the Marketing Department from 2004 to 2010. Professor Fong's research has been published in various journals, including the Journal of the American Statistical Association, Journal of Business and Economic Statistics, Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics, Marketing Letters, Journal of Econometrics, Psychometrika, Technometrics, Journal of Statistical Planning and Inference, The American Statistician, The Canadian Journal of Statistics, Statistics and Decisions, Communications in Statistics, Journal of Statistical Computation and Simulation, Manufacturing & Service Operations Management, Naval Research Logistics, European Journal of Operational Research, Journal of the Operational Research Society, Experimental Economics, Computers and Operations Research, Journal of Modelling in Management, Quality Management Journal and International Journal of Production Economics.
Professor Fong is an Associate Editor of the Journal of the American Statistical Association and the Journal of Business & Economic Statistics. He also serves on the Editorial Boards of International Journal of Research in Marketing and Asian European Journal of Mathematics. He was an Associate Editor of ISBA Bulletin, the official publication of the International Society for Bayesian Analysis, from March 2001 to June 2004 and an editorial board member of Marketing Science from 2008 to 2010. He is a Founding member of the International Society for Bayesian Analysis and served on its Governing Board from 1992 to 1994. Professor Fong is an elected Fellow of the International Society for Bayesian Analysis and an elected Fellow of the Royal Statistical Society. He has supervised five doctoral dissertations, one master thesis and one undergraduate honors thesis. He has also served on twenty one Ph.D. and twelve MS students' committees. He teaches business statistics and marketing research courses to undergraduate, MBA, M.S. and Ph.D. students.
Professor Fong's research interests include marketing research, Bayesian statistics, forecasting and supply chain management. He is currently working on several projects, which include the development of new methodologies to perform conjoint analysis, the investigation of dynamic evolution of consumer preferences, the study of regime changes with an application to multiple regression analysis, among others.
Supply Chain Management
Kim S., Fong, D. K. H., and DeSarbo, W. S. , "Model Based Segmentation Featuring Simultaneous Segment Level Variable Selection", Journal of Marketing Research, October 2012, XLIX, 725-736.
Fong, D. K. H., Ebbes, P., and DeSarbo, W. S. , "A Heterogeneous Bayesian Regression Model for Cross-sectional Data Involving a Single Observation per Response Unit ", Psychometrika, Spring 2012, 77, 293-314.
Li, J., Fong, D. K. H., and Xu, S. , "Managing Trade-In Programs Based on Product Characteristics and Customer Heterogeneity in Business-to-Business Markets", Manufacturing & Service Operations Management, Winter 2011, 13, 108-123.
Fong, D. K. H., DeSarbo, W. S., Park, J., and Scott, C. , "A Bayesian Vector Multidimensional Scaling Procedure for the Analysis of Ordered Preference Data", Journal of the American Statistical Association, Summer 2010, 105, 482-492.
Fong, D.K.H. , "Bayesian Multidimensional Scaling and Its Applications in Marketing Research", Frontier of Statistical Decision Making and Bayesian Analysis, 2010, 410-417.
DeSarbo, W. S., Ebbes, P., Fong, D. K. H., and Snow, C. C. , "Revisiting Customer Value Analysis in a Heterogeneous Market", Journal of Modelling in Management, 2010, 5, 8-24.
Liechty, J., Fong, D. K. H., Huizingh, E. and De Bruyn, A. , "Hierarchical Bayesian Conjoint Models Incorporating Measurement Uncertainty", Marketing Letters, Fall 2008, 19, 141-155.
Kayande, U., Roberts, J. H., Lilien, G. L., and Fong, D. K. H. , "Mapping the bounds of incoherence: How far can you go and how does it affect your brand?", Marketing Science, August 2007, 26, 504-513.
Fong, D.K.H. and DeSarbo, W.S., "A Bayesian Methodology for Simultaneously Detecting and Estimating Regime Change Points and Variable Selection In Multiple Regression Models for Marketing Research", Quantitative Marketing and Economics, Winter 2007, 5, 427-453.
Associate Editor, Journal of Business & Economic Statistics, 2012-present
Associate Editor, Journal of the American Statistical Association, 2009-present
Member, Editorial Board of International Journal of Research in Marketing, 2012-present
Member, Editorial Board of Asian European Journal of Mathematics, 2013-present
Member, Editorial Board of Marketing Science, 2008-2010
Associate Editor, ISBA Bulletin, 2001-2004
M.S., Statistics, Purdue University, 1984
B.S., Mathematics, The Chinese University of Hong Kong, 1979