Paul E. Green

{{Short description|American marketing professor and statistician}}

{{Infobox academic

|name = Paul Edgar Green

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|nationality =American

|discipline =Marketing

|title = S.S. Kresge Professor of Marketing

|workplaces = University of Pennsylvania

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|education = University of Pennsylvania

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|doctoral_students = Vithala R. Rao

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Paul Edgar Green (4 April 1927 – 21 September 2012){{cite web|url=http://news.wharton.upenn.edu/feature-stories/2012/10/in-memoriam-paul-e-green/|title=In Memoriam: Paul E. Green – News|date=8 October 2012|website=upenn.edu|accessdate=9 October 2017|url-status=dead|archiveurl=https://web.archive.org/web/20170807152918/https://news.wharton.upenn.edu/feature-stories/2012/10/in-memoriam-paul-e-green/|archivedate=7 August 2017}} was an American marketing professor and statistician.{{cite web|url=https://www.wharton.upenn.edu/wp-content/uploads/125anniversaryissue/green.html|title=Wharton Alumni Magazine: 125 Influential People and Ideas: Paul Green|first=Dyad|last=Communications|website=www.wharton.upenn.edu|accessdate=9 October 2017|url-status=live|archiveurl=https://web.archive.org/web/20180325095025/https://www.wharton.upenn.edu/wp-content/uploads/125anniversaryissue/green.html|archivedate=25 March 2018}}{{cite web|url=https://www.informs.org/About-INFORMS/History-and-Traditions/Biographical-Profiles/Green-Paul-E|title=Green, Paul E.|last=INFORMS|website=INFORMS|accessdate=9 October 2017|url-status=live|archiveurl=https://web.archive.org/web/20170323054427/https://www.informs.org/About-INFORMS/History-and-Traditions/Biographical-Profiles/Green-Paul-E|archivedate=23 March 2017}}Green P. E. & Wind Y. (2004) Paul Green and a brief history of marketing research. Green P. E. & Wind Y., eds. in Marketing Research and Modeling: Progress and Prospects, A Tribute to Paul E. Green, 1-13. Springer: New York.Green, Paul E. "The vagaries of becoming (and remaining) a marketing research methodologist." In Marketing Research and Modeling: Progress and Prospects, pp. 233-244. Springer US, 2004. He was S.S. Kresge Professor of Marketing, and later Professor Emeritus at the Wharton School, University of Pennsylvania.

He was the founder of conjoint analysis and one of "major architects of modern marketing science and practice", having popularised the use of Bayesian statistics, multidimensional scaling, clustering, and qualitative data analysis within the marketing discipline.{{cite web |url=http://www.upenn.edu/emeritus/memoriam/Green.html |author=University of Pennsylvania |title=Professor Paul E. Green, [Obituary], 2012|work=www.upenn.edu|accessdate=2017-08-07 |url-status=live |archiveurl=https://web.archive.org/web/20160113210731/http://www.upenn.edu/emeritus/memoriam/Green.html |archivedate=2016-01-13 }} He wrote

more than sixteen books and 200 articles on market research-related subjects.{{cite web |url=http://www.mrweb.com/drno/news16180.htm |title="Paul E. Green: Obituary," Market Research News,3 October 2012|accessdate=2017-08-07 |url-status=live |archiveurl=https://web.archive.org/web/20170807152805/http://www.mrweb.com/drno/news16180.htm |archivedate=2017-08-07 }} His seminal article "Conjoint Analysis in Consumer Research: Issues and Outlook,"{{Cite journal |last=Green |first=Paul Edgar |author-link=Paul E. Green |last2=Srinivasan |first2=V. |author-link2=V. Srinivasan |date=1978-09-01 |title=Conjoint Analysis in Consumer Research: Issues and Outlook |url=https://academic.oup.com/jcr/article-abstract/5/2/103/1805825?redirectedFrom=fulltext |journal=Journal of Consumer Research |volume=5 |issue=2 |pages=103–123 |doi=10.1086/208721 |issn=0093-5301 |eissn=1537-5277 |oclc=985356409 |via=Oxford University Press|url-access=subscription }} has been cited more than 750 times in ISI.{{cn|date=January 2024}}.

In 1980 he became a Fellow of the American Statistical Association. In 1996 the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research was established in his honour. He was the recipient of many awards including: The Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award and he was also the subject of a biographical outline in the Legends of Marketing, series published by Sage Publications.{{cite web |url=https://news.wharton.upenn.edu/feature-stories/2012/10/in-memoriam-paul-e-green/ |title=University of Pennsylvania, "In Memorium: Paul E. Green" |accessdate=2017-03-09 |url-status=dead |archiveurl=https://web.archive.org/web/20170807152918/https://news.wharton.upenn.edu/feature-stories/2012/10/in-memoriam-paul-e-green/ |archivedate=2017-08-07 }}