Churchill Award 2014
Introduction
Joel Huber is the winner of the ÂÜÀòÉç¹ÙÍø's Marketing Research SIG 2014 Churchill Award for Lifetime Contributions to Marketing Research
The Marketing Research SIG has selected Joel Huber as the recipient of the 2014 Churchill Award for Lifetime Contributions to Marketing Research.
The Churchill award recognizes an individual’s contribution to marketing research including new methodologies, seminal publications, books, awards and other notable contributions. A panel of past winners of the Churchill award selected the winner.
Joel Huber is the Alan D. Schwartz Professor of Marketing at the Fuqua School of Business. Professor Huber’s research interest focuses on predicting and understanding market choice. His major focus on predicting choices has led him to develop new ways to measure preference through choice-based conjoint analysis. He has worked for many years with Sawtooth Software and others to help develop new ways to assess valuations. These valuations enable companies to estimate the extent to which new offerings will impact sales within product line. More recent work arises from a series of grants from the US Environmental Protection agency to measure the value of cleaner lakes and streams and healthier drinking water.
Professor Huber has also done substantial work understanding choices. His 1982 article in the Journal of Consumer Research, “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Process,” with Fuqua colleague, John Payne, and Ph.D. student Chris Puto won the Sheth Foundation award for the its long term contribution to consumer research. He is on the review boards and an associate editor for the leading marketing journals and was the Editor for the Journal of Marketing Research from 2006-2009.
According to a nominator,
"Professor Huber’s contributions to the academic study of Marketing Research haven been hugely significant, impacting not only the approaches used by other academics, but also the broader practitioner community. These contributions span three inter-related fields of consumer measurement: using conjoint analysis, consumer decision making, and measurement of goods not normally traded in standard markets. Professor Huber has also contributed to the field of marketing research based on his committed and long-standing service to the Journal of Marketing Research, which culminated in his editorship.”
Congratulations to Professor Huber!!