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Sunghoon Kim

Sunghoon Kim

Assistant Professor

Office:BAC 491
Mailing Address:
Main Campus
PO BOX 874106
Tempe, AZ 85287-4106

Phone: 480-965-6205
Fax: 480-965-8000
Email: Sunghoon.Kim.2@asu.edu

Job Title(s)
Assistant Professor

Ph.D., Marketing and Operation Research, MAS, Statistics, Penn State University, 2014.

Research Areas
Identifying Meaningful Pattern from Various Marketing Data; Segmentation Methodologies featuring Variable Selection; Spatial Models in Marketing; Machine Learning algorithm for Online Consumer Reviews; Service Marketing.

Academic Positions Held
Arizona State University: 2014-present.

Representative Publications

Fong, Duncan, Sunghoon Kim, Zhe Chen, and Wayne S. DeSarbo (2014), “A Bayesian Multinomial Probit Model for the Analysis of Panel Choice Data”, Forthcoming at Psychometrika (Theory & Methods).

Kim, Sunghoon, Simon Blanchard, Wayne S. DeSarbo, and Duncan Fong (2013), “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, 50 (5), pp. 664-673.

Kim, Sunghoon, Duncan Fong, and Wayne S. DeSarbo (2012), “Model Based Segmentation Featuring Simultaneous Segment Level Variable Selection”, Journal of Marketing Research, 49 (5), pp. 725-736.