Publications

October 2019
Case

Feeling Machines: Emotion AI at Affectiva

By: Shane Greenstein and John Masko

In 2016, Affectiva—a Boston-based emotion AI software company with a long track record of building emotion-sensing software for market research—had attempted to expand into new verticals by releasing a mobile software development kit (SDK) that downloaders could adapt... View Details

Keywords: Artificial Intelligence; Market Research; Business Model; Finance; Revenue; Decision Making; Risk and Uncertainty; Market Entry and Exit; Applications and Software; AI and Machine Learning; Information Technology Industry; Auto Industry; United States

December 2008
Article

To Innovate or Imitate? Entry Strategy and the Role of Market Research

By: Elie Ofek and Ozge Turut

Keywords: Innovation and Invention; Strategy; Markets; Research

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June 2025
Article

Collusion in Brokered Markets

By: John William Hatfield, Scott Duke Kominers and Richard Lowery

High commissions in the U.S. residential real estate agency market present a puzzle for economic theory because brokerage is not a concentrated industry. We model brokered markets as a game in which agents post prices for customers and then choose which other agents to... View Details

SSRN

Research Summary

Current Research Projects

1. Freedom and Openness in Scientific Research

This is a joint project with Philippe Aghion, Scott Stern, and Fiona Murray. It analyzes the effects of shifts in the availability of genetically modified mice for follow-on research. ... View Details

April 2014
Tutorial

Conjoint Analysis: Online Tutorial

By: Elie Ofek and Olivier Toubia

The Conjoint Analysis: Online Tutorial is an interactive pedagogical vehicle intended to facilitate understanding of one of the most popular market research methods in academia and practice, namely conjoint analysis. The aim is to provide students or executives going... View Details

Keywords: Market Research; Conjoint Analysis; Market Segmentation; Pricing; Marketing Strategy

2014
Article

Wall Street Research

By: Paul M. Healy

This article discusses a research program investigating the workings of both the sell and buy sides of financial analysis, tackles how the U.S. securities industry research adds value in financial markets, and evaluates the business model problems that the industry... View Details

Keywords: Financial Markets; Business Model; Research; Financial Services Industry; United States

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Research Summary

Challenging Conditions, Social Networks, and the Success of Academic Research in Marketing

with Elie Ofek and Stav Rosenzweig View Details

29 May 2014
Research & Ideas

Research Symposium 2014

said. (To learn more about Edmondson's research on speaking up, see the Harvard Business Review article, Why Employees are Afraid to Speak.) Thin Political Markets Karthik Ramanna's presentation focused on... View Details

Keywords: by Carmen Nobel; Accounting; Health

2025
Working Paper

Generative AI Use by Capital Market Information Intermediaries: Evidence from Seeking Alpha

By: Mark Bradshaw, Chenyang Ma, Benjamin Yost and Yuan Zou

We study the use of generative AI for firm-specific financial analysis on the Seeking Alpha platform. We find that, after the initial launch of ChatGPT in November 2022, the share of AI-generated articles rose sharply to 13.4% of all articles, then declined in late... View Details

Keywords: Generative Ai; Seeking Alpha; Equity Research; Large Language Models; Gpt; AI and Machine Learning; Information Publishing; Financial Markets

SSRN

Read Now

2009
Blog

Harvard Business Online—Marketing Know:How: How to Use Market Research in a Recession

By: John A. Quelch

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2020
Book

Experimentation Works: The Surprising Power of Business Experiments

By: Stefan Thomke

Don’t fly blind. See how the power of experiments works for you. When it comes to improving customer experiences, trying out new business models, or developing new products, even the most experienced managers often get it wrong. They discover that intuition,... View Details

Keywords: Experimentation; Experiments; Market Research; Innovation and Invention; Innovation and Management; Customers; Research

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December 1981 (Revised September 1986)
Background Note

Research Methods in Marketing: Survey Research

By: Robert J. Dolan

Presents basic issues in survey research, covering both measurement and sampling error. The intention is to consider each element of the survey process: problem statement, questionnaire design, sampling, and data analysis. View Details

Keywords: Mathematical Methods; Surveys; Marketing

Research Summary

Principal Research Interests

My research is principally focused on nineteenth- and twentieth-century subjects, with an emphasis on economic and especially financial history. I am interested in the role of banks and capital markets in the process of economic development as well as in the political... View Details

July 2008 (Revised May 2009)
Case

The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues

By: Frank V. Cespedes, Christopher H. Lovelock and Laura Winig

The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of... View Details

Keywords: Market Research; Quantitative Analysis; Consumer Marketing; Pricing Strategy; Price; Marketing Strategy; Mathematical Methods; Product Launch; Sports; Sports Industry; Massachusetts

12 Mar 2008
Working Paper Summaries

Allocating Marketing Resources

Keywords: by Sunil Gupta & Thomas J. Steenburgh

February 1985
Case

Business Research Corp. (B)

By: William A. Sahlman

Contains a description of a set of related decisions confronting the management and directors of Business Research Corp. (BRC) in April of 1984. BRC needs more capital to finance continued development of the market for a full-text database comprised of Wall Street... View Details

Keywords: Decisions; Finance; Capital Structure; Capital; Goals and Objectives; Conflict of Interests; Business Plan; Financing and Loans; Ethics