Joonwook Park Ph.D.

EDUCATION

Ph.D., Marketing, Smeal College of Business, Pennsylvania State University
M.S., Marketing Research, Business school, University of Wisconsin-Madison
M.B.A., Marketing, Business Administration, Korea University 
B.A., Business Administration, Business Administration, Korea University 

ACADEMIC EXPERIENCE

Assistant Professor, Cox School of Business, Southern Methodist University, June 2007-present

HONORS AND AWARDS

Ryder Fellowship, Pennsylvania State University, 2006
Fellow at AMA Sheth Foundation Doctoral Consortium, 2006
Fellow at Marketing Science Conference, 2006
Anderson Scholarship, Pennsylvania State University, 2006
Fellow at Haring Symposium, Indiana University, 2005
Scott Award, Pennsylvania State University, 2005
Finalist for the Marketing Science Practice Award, 2004
McKinnon Graduate Award, University of Wisconsin-Madison, 1999
A.C. Nielsen Scholarship, University of Wisconsin-Madison, 1999 
Graduate Scholarship, Korea University, 1994-1996

RESEARCH INTERESTS

Multidimensional Scaling, Market Segmentation, Market Structure, Consumer Preference Heterogeneity, Consumer Purchase Behavior, Bayesian Applications and Research Methods 

PUBLICATIONS

• DeSarbo Wayne S., Joonwook Park, and Crystal J. Scott (2008), “A Model-Based Approach for Visualizing the Dimensional Structure of Ordered Successive Categories Preference Data,” Psychometrika
  
  
• Inman J. Jeffrey, Joonwook Park, and Ashish Sinha (2008), “A Choice Map approach to modeling Attribute-level Varied Behavior Among SKUs,” Journal of Marketing Research
   
• Sinha Ashish, J. Jeffrey Inman, Yantao Wang, and Joonwook Park (2005), “Attribute Drivers: A Factor Analytic Choice Map Approach for Understanding Choices Among SKUs,” Marketing Science, Vol. 24, pp. 351-359 

MANUSCRIPTS UNDER REVIEW

1. Fong Duncan K. H., Wayne S. DeSarbo, Joonwook Park, and Crystal J. Scott, “A Bayesian Approach for the Multidimensional Scaling of Ordered Preference Data,” under review at Journal of the American Statistical Association (2nd round)

2. Park Joonwook, Wayne S. DeSarbo, and John Liechty, “A Hierarchical Bayesian Multidimensional Scaling Methodology for Accommodating Both Structural and Preference Heterogeneity,” conditionally accepted at Psychometrika

INDUSTRY EXPERIENCE

Information Resources, Inc., Chicago, IL
Manager at New Product Development Team
Maekyung Business Research Institute, Seoul, Korea
Senior Consultant
Daewoo Economic Research Institute, Seoul, Korea
Consultant
Chilbok Textile Co., Seoul, Korea
Analyst