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Journal of Marketing Research (JMR) 

A Career Between Theory and Practice 

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Published 8/1/2005 

Author: Richard M. Johnson 

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Executive Summary
The author describes his career in marketing research, which involves a series of nonacademic positions. He argues that the commercial market research environment provides challenges that motivate methodological innovation, and he discusses the development of adaptive conjoint analysis in response to client problems. He suggests that young people should keep their options open, avoid early specialization, and follow their interests.

Biography
Richard M. Johnson is Chairman and founder of Sawtooth Software, Inc. He has a doctoral degree in Psychometrics. He worked for several years with Procter & Gamble, and spent decade with Market Facts, Inc. He is the author of several popular software products, including ACA (Adaptive Conjoint Analysis) and CBC (Choice-Based Conjoint).

J Marketing Research, Volume 42, Number 3, August 2005
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