Overview
James L. Ginter is a professor at the Max M. Fisher College of Business, Ohio State University, specializing in marketing research methodology. He collaborated with Greg M. Allenby on hierarchical Bayes conjoint analysis and in-store display effects on consumer consideration sets.
Key Contributions
- Allenby-Ginter (1995b): "Using Extremes to Design Products and Segment Markets" — introduced a two-level HB conjoint model with covariance matrix D governing attribute co-preferences; showed that equal-mean attributes can differ substantially in segment tail mass; credit card study (N=946, 7 attributes); HB MAD=0.235 vs. latent class 0.282. See Conjoint Analysis.
- Allenby-Ginter (1995a): "The Effects of In-Store Displays and Feature Advertising on Consideration Sets" — companion study using the same HB framework for retail display effects.
- Allenby-Arora-Ginter (1998): "On the Heterogeneity of Demand" — further extension of continuous heterogeneity modeling to demand systems.
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