Books & Book Chapters

  • Leon, G. H. (2007) Self Storage Demand Study Springfield, VA: Self Storage Association
  • Berrigan, J.A., and Finkbeiner, C.T. (1992) Segmentation Marketing: New Methods for Capturing Business Markets New York, NY: Harper Collins
  • McDonald, S. S. (1991) Handbook of Business Strategy (2nd Edition) Glass, H. E., Editor. Boston, MA: Warren Gorham & Lamont
  • Goldman, A. E., and McDonald, S. S. (1987) The Group Depth Interview: Principles and Practice Englewood Cliffs, NJ: Prentice-Hall

Articles, Papers & Speeches

  • Polster, M. (2020) View from the ‘Driver’s Seat’: New Rules of the Road for Developing and Applying Customer Behavior Models Presented at PMRC, Newark, NJ
  • Resnick, J. (2020) Hearing The Voice of the Stakeholder in The Corporate Board magazine
  • McDonald, S.S (2019) A New Manifesto for the Insights Industry in ESOMAR’s Research World
  • Polster, M., Thumma C., Trainer, P.C., et al (2017) Assessing Recall and Recognition for Important Safety Information in Digital Promotion for Pharmaceutical Products: Implications for Website Design” in Therapeutic Innovation & Regulatory Science 1-10
  • McDonald, S. S., Clark, S., Hughes, B. (2013) "The Impact of Nausea and Vomiting of Pregnancy on Quality of Life: Report of a National Consumer Survey and Recommendations for Improving Care" in Obstetrical and Gynecological Survey, Lippincott Williams & Wilkins, Volume 68, Number 9, Supplement1
  • IBM; Kelly, M., Research Contributor (2013) Why Partnering Strategies Matter: How Sourcing of Business and IT Services Impacts Financial Performance IBM Center for Applied Insights
  • Leon, G. H. (2013) "Survival of the Fittest" SSA Globe
  • Lichtenstein, G. R., Waters, H. C., Kelly, J., McDonald, S. S., Zanutto, E. L., Hendricks, D. and Rahman, M. I. (2010) “Assessing Drug Treatment Preferences of Patients with Crohn’s Disease Using a Conjoint Analysis.” Patient
  • Polster, M., McDonald, S. S., Zanutto, E. L., Conner, C., and Hammer, M. (2010) “A Comparison of Preferences For Two GLP-1 Products – Liraglitude and Exenatide – for the Treatment of Type 2 Diabetes” in Journal of Medical Economics, Vol 13, No. 4, 655-661
  • Polster, M. and McDonald, S. S. (2010) “The True Importance of Derived Importance for In-Line Pharmaceutical Products: Putting a Valuable Tool into Context” in PBIRG’s Perspective, Vol. 12. No. 1
  • McDonald, S.S. and Sanjiv, S. (2010) “Reinventing the Market Research Function” Interviewed in Pharmaceutical Executive
  • Zanutto, E.L. (2010) “Propensity Score Analysis” in N.J. Salkind (ed), Encyclopedia of Research Design. Newbury Park, CA: Sage.
  • Leon, G. H., (2010) “10 Minutes with…George H. Leon” Interviewed in Marketing News
  • McDonald, S. S. (2010) (2010) “Much Not Understood About Physicians, and Even Less About Patients and MCOs.” Interviewed in Pharma Market Research Report
  • Bezruka, K., Jehn, K.A., Zanutto E. L. and Thatcher, S. M. B. (2009) “Do Workgroup Faultlines Help or Hurt? A Moderated Model of Faultlines, Team Identification, and Group Performance.” Organizational Science, 20: 35-50
  • Boldry, J. G., Polster, M. and McDonald, S. S. (2009) “Improving Survey Efficiency: Understanding the Relationships among Common Metrics for Concept Evaluation.” Marketing Bulletin
  • NAXION (2008) “Oncologists Look at Oncology: The Prognosis for US Cancer Care Results of a Benchmark National Survey.”
  • NAXION (2008) The Partnership Priorities of Small Pharmaceutical and Biotechnology Companies, A Synopsis of Key Survey Findings
  • Zanutto, E. L. (2008) “Propensity Scores” Encyclopedia of Survey Research Methods, Newbury Park, CA: Sage
  • NAXION (2007) Foods, Fats and Fuels
  • NAXION (2007) Consumer Attitudes About Biofuels
  • Zanutto, E.L. (2006) “A Comparison of Propensity Score and Linear Regression Analysis of Complex Survey Data.” Journal of Data Science, 4:67-91
  • Zanutto, E. L., and Bradlow, E. (2006) “Data Pruning in Consumer Choice Models.” Quantitative Marketing and Economics, 4:267-287
  • Leon, G. H. (2006) “You Choose, You Loose: Unrestrained customer choices can derail manufacturing productivity and profitability.” Marketing Management
  • Leon, G. H. (2005) ODE*SSA: a 21st Century Software Tool for Estimating Self Storage Demand Self Storage Association Globe
  • NAXION (2005) "Prescribing Practices In A Post Vioxx World”
  • Reiter, J., Zanutto, E.L., and Hunter, L. (2005) “Analytical Modeling in Complex Surveys of Work Practices.” Industrial and Labor Relations Review, 59:82-100
  • Yanovitzky, I., Zanutto, E.L., and Hornik, R. (2005) “Estimating Causal Effects of Public Health Education Campaigns Using Propensity Score Methodology.” Evaluation and Program Planning, 28: 209-220
  • Zanutto, E.L., Lu, B. and Hornik R. (2005) “Using Propensity Score Subclassification for Multiple Treatment Doses to Evaluate a National Anti-Drug Media Campaign.” Journal of Educational and Behavioral Statistics, 30: 59-73
  • (2005) Wilson, D. and Zelichonok, E. Automated Model-Based Testing of Web Survey Instruments
  • McDonald, S. S. (2004) How to Design and Implement Successful Pricing Research: Counsel and Caveats from the Trenches. Presented at the Professional Pricing Society, 6th Annual Pricing Conference, Chicago, IL, October 1995. Reprinted in The Journal of Professional Pricing, Vol. 13, No. 3, 6-14, Third Quarter 2004

Podium Appearances & Seminars

  • Litke, S. E. and Behrs, M. A. K. (2019) "In the Weeds…Together: Close Collaboration is Key to Confident Forecasting" Presented at PMRC, Newark, NJ
  • Kossman, D. A. and Keefe, T. M. (2018) "When is the Oncology Patient Really Your Customer?" Presented at Intellus Worldwide Summit 2018, Philadelphia, PA
  • McDonald, S. S. (2017) "The ‘Art of the Ask’ in Choice Modeling: Discrete Choice vs Allocation" Presented at PMRC, Dusseldorf Germany
  • McDonald, S. S. (2017) “When Size Matters … And What You Can Do About It: Mapping the Dark Frontiers of ‘Small Data’ Modeling.” Presented at the EphMRA Annual Conference, Frankfurt, Germany
  • Benzekri, S. and Kossman, D.A. (2017) “Confessions of a Reformed MaxDiff Zealot: The Road from Advocacy to Absolution” Presented at PMRC, Parsippany, NJ
  • Kossman, D.A. and Damjanov, N. (2016) “You Again? How the Professional Respondent Can Be Your Ally” Presented at PMRG, Cherry Hill, NJ
  • Leon, G.H. (2016) “Boomers and Dwellings in the Eighth Decade” Presented at the HIRI Insights Conference, Chicago, IL
  • Kossman, D.A. (2016) “Brand Nourishment: Now Research Helped Guide Commercial Decisions for the World’s First Celiac Drug" Presented at PBIRG, Bridgewater, NJ. and Drug Development Forum, Boston, MA
  • Kelly, M. and Zanutto, E. (2016) “Cutting Big Data Down to Size” Presented at MRMW NA, Fort Worth, TX
  • McDonald, S. S. (2016) “When Size Matters … And What You Can Do About It: Mapping the Dark Frontiers of ‘Small Data’ Modeling.” Presented at the EphMRA Annual Conference, Frankfurt, Germany
  • McDonald, S.S. (2016) “The ‘Art of the Ask’ in Choice Modeling: Discrete Choice vs Allocation.” Presented at the EphMRA Annual Conference, Frankfurt, Germany
  • McDonald, S.S. (2016) “The Rough Road from Consumer to Loyal Patient” Presented at the Advertising Research Foundation, Minneapolis, MN
  • McDonald, S. S. (2015) "Using Data to Make Decisions: Ten Things I’ve Learned in 35 Years", Presented at the MSMR Alumni Market Research Conference at the University of Texas at Arlington, TX
  • McDonald, S. S., Sharma, S. (2015) The End of Pharma Marketing -- or a New Beginning? Pharmaceutical Executive
  • Polster, M. (2015) “Small Data Modeling: Answering Big Questions in a Resource-Constrained World” Presented at the Pharmaceutical Marketing Research Conference, Parsippany, NJ
  • Kossman, D. A. (2013) “Choices In Choice Modeling – Assorted Challenges, Options & Considerations” Presented at Pharma Market Research Conference, Parsippany, NJ
  • Polster, M. (2013) “Static vs. Dynamic Forecasting: Fixed and Flexible Inputs in Forecast Models” Presented at the Sixth Annual Forum on Oncology Commercialization Strategies, CBI, Philadelphia, PA
  • Berlin, D., McDonald, S. S., Santos, J. (2013) “Social Media – HCMR Regulatory Considerations & CASRO Social Media Guidelines” Webinar 4 of 4
  • Leon, G. H. (2013) “Changing Attitudes Toward the Home in the First 12 years of the New Millennium” Presented at the Fall Conference of the Home Improvement Research Institute, Orlando, FL
  • Leon, G. H. (2013) “New Approaches for Deep Insights into Home Improvement” Presented at the HIRI Spring Conference, Orlando, FL
  • McDonald, S. S. (2012) “DTC ROI: When We Advertise to Consumers, What Do They Hear.” Presented at the PharMArket Research Conference, Parsippany, NJ.
  • Glathar, J. and Arp, J. (2012) “Moving Toward Healthcare Democracy: Lessons from a Land Where Patients Rule” Presented at Annual National Conference, PMRG, Orlando, FL
  • McDonald, S. S. (2011) “MD Attitude Segmentation: Can you Ever Get There From Here?” Presented at Pharma Market Research Conference
  • McDonald, S. S. (2010) “Understanding and Surviving the Regulatory Environment: A ‘State of the Union’ Perspective" Webinar presented to PMRG
  • Litke, S. E., and Dorling, J. (2010) “Will Generics Take Park Place? The Future of Branded Biologics in a Generic World” Presented at Annual National Conference, PMRG
  • McDonald, S. S. (2010) “Understanding and Surviving the Regulatory Environment, A State of the Union Perspective” Webinar for PMRG, as Chair-Elect, CASRO
  • Litke, S. E. and Glathar, J. (2009) “Maximizing Brand Potential in a Volatile Marketplace” Presented at Annual National Conference, PMRG
  • Kossman, D. A. (2007) “The Impact of Price on Brand Demand in a Generic Marketplace: A Case Study” Presented at Annual National Conference, PMRG
  • Kossman, D. A. and Meyers, J. (2007) "The Art and Science of Healthcare Marketing Research" Presented at Annual National Conference, PMRG
  • McDonald, S.S. (2007) A "Brief History of Time" in the Pharmaceutical Industry...And a Quick Peek into the Future Presented at the Market Research Association Philadelphia Chapter Meeting, Philadelphia, PA
  • Kossman, D. A. (2006) “The First Step Toward Valid Pricing Research: Asking the Right People the Right Questions” Presented at the Professional Pricing Society Fall Conference
  • Kossman, D. A. (2006) “Issues in Biotech Marketing Research” Quantitative Research lecture delivered at PMRG Fall Conference
  • McDonald, S.S. (2006) AE Reporting in the Market Research Industry: An Update on the Still-Gathering Storm Presented at the Pharmaceutical marketing Research Group Fall 2006 Conference, Baltimore, MD
  • McDonald, S.S. (2006) Taking Care of Business: Defending Pharmaceutical Market Research against the Perils of Industry Regulation Presented at the Pharmaceutical Marketing Research Group 2006 Spring Conference, Las Vegas, NV
  • Willson, D. and Gallagher, J. (2005) Scoring Massive Customer Datasets Using Hierarchical Bayesian Models and Parallel Processing Presented at the 2005 INFORMS Marketing Science Conference, Atlanta, GA
  • Rothschild, B. B. and Sprik, T. L. (2005) Marketing Segmentation: What, Why, and How? Presented at AD:TECH05, San Francisco, CA
  • McDonald, S. S. (2004) The Long and Winding Road: Market Research in Support of Creative Concept Development Healthcare Marketing & Communications Council, Account Service Development Program, New York, NY


  • Boldry, J., Polster, M., and McDonald, S. S. (2010) When a Single Measure is Sufficient: Optimizing Survey Efficiency in Concept Evaluation Research Poster presented at AAPOR, Chicago, IL
  • Boldry, J., Zanutto, E.L., King, J., & Polster, M. (2010) Accounting for Response Tendencies in Scale Rating Data Poster presented at PBIRG Annual General Meeting, Naples, FL
  • Polster, M., McDonald, S. S. and Boldry, J. (2009) Improving Survey Efficiency: Understanding the Relationships Among Standard Measures of Concept Evaluations Poster presented at 2009 PBIRG Annual General Meeting, Phoenix, AZ
  • Zanutto, E. L., Conner, C., Polster, M., McDonald, S. and Hammer, M (2009) Evaluation of GLP-1 Product Attributes in Treating People with Type 2 Diabetes in US: Comparing Time Trade-off and Willingness to Pay Methodologies Poster presented at ISPOR 14th Annual Meeting, Orlando, FL


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