New young scholar award honors V. “Seenu” Srinivasan

The Marketing Research Special Interest Group of the American Marketing Association has created a new award in honor of V. “SEENU” SRINIVASAN, the Adams Distinguished Professor of Management, Emeritus.

The V. “Seenu” Srinivasan Young Scholar Award in Quantitative Methodology is designed to encourage and reward research on new quantitative and empirical methodologies of interest to both academics and practitioners of marketing. It will be awarded annually. Scholars are eligible if they have received a doctoral degree in marketing or a related field no more than six years prior.

V. "Seenu" Srinivasan
V. “Seenu” Srinivasan (Photo by Nancy Rothstein)

Earlier this year, Srinivasan was among three scholars inducted as 2018 AMA Fellows at the AMA winter meeting. Recognized for their contributions to the marketing discipline, as well as for the practice of marketing in the field and service to the association, AMA Fellows are nominated from the academic community and selected by their peers.

Srinivasan is considered a market research trailblazer best know for pioneering conjoint analysis, the statistical research technique that measures how people weigh trade-offs when making decisions. His primary research interest is in the measurement of customer preference structures and its role in product and service planning and pricing.

To read the full article go to the Graduate School of Business‘ website.