Joonwook Park

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Full-Time Faculty

Professor of Practice

Marketing

Email

joonwook@smu.edu
Phone

214-768-9328
Office

DBMQ 2378

Education

PhD, Marketing, Penn State University

Teaching

MAST 6201 Managerial Statistics

Research

Multidimensional Scaling
Market Segmentation
Market Structure
Consumer Preference Heterogeneity
Consumer Purchase Behavior
Bayesian Applications
Research Methods

Publications

  1. Park, Joonwook, Wayne. S. DeSarbo, and Ajay Manrai (2024) “A Confirmatory Spatial Model for Multicriteria Performance Evaluation for Global Sports”, Journal of Global Marketing, pp. 1–21.
  2. Park Joonwook, William Dillon, and Seokoo Lee (2019) “A State-Space Approach for Structural Equation Model with Time-Series Cross-Sectional Data“, Structural Equation Modeling: A Multidisciplinary Journal, Vol. 26(2), pp.236-259.
  3. Park Joonwook, Priyali Rajagopal, William Dillon, Seoil Chaiy, and Wayne DeSarbo (2017), “A New Bayesian Spatial Model for Brand Positioning”, Journal of Modeling in Management, Vol. 12 (3), pp. 404-431.
  4. Park Joonwook, Priyali Rajagopal, and Wayne S. DeSarbo (2012), “A New Heterogeneous Multidimensional Unfolding Procedure,” Psychometrika, Vol. 77 (2), pp. 263-287.
  5. DeSarbo Wayne S., Joonwook Park, and VithalaR. Rao (2011), “Deriving Joint Space Positioning Maps From Consumer Preference Ratings,” Marketing Letters, Vol. 22 (1), pp. 1- 14.
  6. Fong Duncan K. H., Wayne S. DeSarbo, Joonwook Park, and Crystal J. Scott (2010), “A Bayesian Vector Multidimensional Scaling Procedure for the Analysis of Ordered Preference Data,” Journal of the American Statistical Association, Vol. 105 (490), pp. 482-492.
  7. Park Joonwook, Wayne S. DeSarbo, and John Liechty (2008), “A Hierarchical Bayesian Multidimensional Scaling Methodology for Accommodating Both Structural and Preference Heterogeneity,” Psychometrika, Vol. 73 (3), pp. 451-472.
  8. DeSarbo Wayne S., Joonwook Park, and Crystal J. Scott (2008), “A Model-Based Approach for Visualizing the Dimensional Structure of Ordered Successive Categories Preference Data,” Psychometrika, Vol. 73 (1), pp. 1-20. * Lead Article ** Equal Contribution
  9. Inman J. Jeffrey, Joonwook Park, and Ashish Sinha (2008), “A Dynamic Choice Map Approach to Modeling Attribute-Level Varied Behavior among Stockkeeping Units,” Journal of Marketing Research, Vol. 45 (1), pp. 94-103. * Equal Contribution
  10. Sinha Ashish, J. Jeffrey Inman, Yantao Wang, and Joonwook Park (2005), “Attribute Drivers: A Factor Analytic Choice Map Approach for Understanding Choices Among SKUs,” Marketing Science, Vol. 24 (3), pp. 351-359.
  11. Park Joonwook and Seoil Chaiy (1997), “Demand Forecasting with Early Stage Diffusion Data in Korean Cellular Market,” Management Journal in Korea, Vol. 41, pp. 199-222.