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Journal of Marketing Research (JMR) 

In Favor of Closer Ties 

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Published 8/1/2005 

Author: Richard M. Johnson 

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Executive Summary
The author believes that marketing would be strengthened by closer relationships between academics and practitioners. He argues that the commercial market research environment can be stimulating for methodological development, and he suggests that everyone would benefit if academics and practitioners had experience in both environments.

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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