Professor of Marketing
, Frank and Mary Jean Smeal Research Fellow
Office: 456 Business Building
Member of Faculty Since: 1987
Duncan K. H. Fong, Smeal Research Fellow, is Professor of Marketing and Professor of Statistics. He served as Chair of the Marketing Department from 2010 to 2013. 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, Psychometrika, Journal of Econometrics, 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, Applied Stochastic Models in Business and Industry, 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 a Fellow of the American Statistical Association, Fellow of the International Society for Bayesian Analysis and Fellow of the Royal Statistical Society. He has been an Associate Editor of the Journal of Business & Economic Statistics since 2012. He has also served as Associate Editor of the Journal of the American Statistical Association, Editor of Asian European Journal of Mathematics, Associate Editor of the ISBA Bulletin (the official publication of the International Society for Bayesian Analysis), and Editorial Board Member of Marketing Science and International Journal of Research in Marketing. Professor Fong is a Founding member of the International Society for Bayesian Analysis and served on its Governing Board from 1992 to 1994. He has supervised seven doctoral dissertations, three master theses and one undergraduate honors thesis. His former Ph.D. advisees were placed at US universities (e.g., Arizona State) and industrial firms (e.g., Google). Also, he has served on twenty nine Ph.D. and thirteen 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, marketing analytics, Bayesian analysis, operations and supply chain management. He is currently working on several projects, which include the development of new methodologies to perform Bayesian multidimensional scaling, the investigation of dynamic relationship between customer satisfaction and firm performance over time, the study of market segmentation and identification of key segment attributes, among others.
Fong, D. K. H., Kim S., Chen, Z., and DeSarbo, W. S., "A Bayesian Multinomial Probit Model for the Analysis of Panel Choice Data", Psychometrika, Spring 2016, 81, 161-183.
Fong, D. K. H., DeSarbo, W. S., Chen, Z., and Xu, Z., "A Bayesian Vector Multidimensional Scaling Procedure Incorporating Dimension Reparameterization with Variable Selection", Psychometrika, Winter 2015, 80, 1043-1065.
Kim S., Blanchard, S. J., DeSarbo, W. S., and Fong, D. K. H., "Implementing Managerial Constraints in Model Based Segmentation: Extensions of Kim, Fong, and DeSarbo (2012) with an Application to Heterogeneous Perceptions of Service Quality", Journal of Marketing Research, October 2013, L, 664-673.
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, Summer 2010, 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
Editor, Asian European Journal of Mathematics, 2013-2014
Associate Editor, Journal of the American Statistical Association, 2009-2012
Associate Editor, ISBA Bulletin, 2001-2004
Member, Editorial Board of International Journal of Research in Marketing, 2012-present
Member, Editorial Board of Marketing Science, 2008-2010
Ph.D., Statistics, Purdue University, 1987
M.S., Statistics, Purdue University, 1984
B.S. (first class honor), Mathematics, The Chinese University of Hong Kong, 1979