Dr. Melvin Prince
Professor of marketing
Melvin Prince holds a Ph.D. degree from Columbia University. He is a professor of
marketing at Southern Connecticut State University. He teaches graduate courses in
marketing research, consumer behavior and advertising. His industry experience includes
marketing research directorships at advertising agencies, manufacturing companies
and the media. He is a member of the American Marketing Association, American Statistical
Association, Association for Consumer Research, and the Society for Consumer Psychology,
a division of the American Psychological Association. Dr. Prince has been an
analytic consultant to research companies and their clients. He has delivered addresses
before the Advertising Research Foundation, the Association of National Advertisers
and the Market Research Council. He has written three books, including Consumer Research
for Management Decisions. His articles have previously appeared in such journals as
Journal of Business Venturing, Journal of Economic Psychology, Business Horizons, Business Strategy Review, Journal
of Advertising, and Journal of Advertising Research.
A major theme of his articles is cutting-edge issues in research methodology, such as the reliability of positioning studies, innovative approaches to focus groups, and potentials of mixed methods studies. He is a member of the editorial board of the Journal of Business Research.