Douglas MacLachlan

Douglas MacLachlan

Emeritus Professor of Marketing

PhD, University of California, Berkeley, 1971
MA, University of California, Berkeley, 1970
MBA, University of California, Berkeley, 1965
BA, University of California, Berkeley, 1963

Marketing research, multivariate analysis, database marketing and decision models, statistics, data mining.

Positions Held
At the University of Washington since 1970
Visiting scholar at INSEAD in Fontainebleau, France (1982-83)

Visiting professor at:
Catholic University in Leuven, Belgium (1991-92)
Koc University in Istanbul, Turkey (2001)

Vice president of marketing at Hartec Corporation (1966-70)

Current Research
Customer response models, data mining methods, customer relationship management, pricing models, marketing metrics.

Honors and Awards
Marion B. Ingersoll Professor of Marketing (2007-2012)
Dean's Citizenship Award (2003)
Andrew V. Smith Faculty Development Award (2001)
Simpson Timber Faculty Scholar (1992-94)
Ford Motor Company Professor (1989-90)
Nordstrom Professor of Retail Marketing (1988-89)

Academic Service
Faculty Director - International Alliances (2003-06 )
Associate Dean for Academic Programs (1995-99)
Chairman of the Department of Marketing and International Business (1978-82, 1983-86, 1993-94, 2006-2012)
Executive Direct, Center for International Business Education and Research (CIBER) (1995-1999)

Recent Courses:
Marketing Research
Database Marketing and Decision Models
Advanced Marketing Management
Marketing Research Topics:  Analysis of Multivariate Marketing Data, Data Mining

Selected Publications

"Estimating Willingness to Pay by Risk Adjustment Mechanism,” with Joo Heon Park, Applied Economics, Vol. 45, No. 1, January 2013, pp. 37-46.

 “New Venture Performance in China, Japan and US: The Impact of Formalization and Market Information, with Tomoko Kawakami and Anne Stringfellow, Journal of Product Innovation Management, Vol. 29, No. 2, March, 2012, pp. 275-287.

 “Improving Response Modeling Based on Clustering, Undersampling, and Ensemble,” with Pilsung Kang and Sungzoon Cho,  Expert Systems with Applications, Vol. 29, No. 8, June 15, 2012, pp. 6738-6753.

 “Social Competency and New Product Development Performance,” with Jifeng Mu and Gengmiao Zhang,  IEEE Transactions on Engineering Management, Vol. 58, No. 2, May 2011, pp. 363-376.

 “An Analysis of the US Decking Materials Market: Perceptual Mapping Approach,” with Indroniel Ganguly and Ivan Eastin, Canadian Journal of Forest Research, Vol. 4, 2011, pp. 669-68.

 “New-Product Pricing Strategy under Customer Asymmetric Anchoring” with Joo Heon Park and Edwin Love, International Journal of Research in Marketing,  Vol. 28, 2011, pp. 309-318.

"Absorptive and Disseminative Capacity: Knowledge Transfer in Intra-organization Networks," with J. Mu and F. Tang, Expert Systems with Applications, Vol. 37, No. 1, 2010, pp. 31-38.

"Semi-Supervised Response Modeling," with H. Lee, H. Shin, S. Hwang and S. Cho, Journal of Interactive Marketing, February, 2010.

"A customer-based view of multi-channel Service," with H. Cassab, Journal of Service Management, Vol. 20, No. 1, 2009, pp. 52-75.

“Effect of Risk Management Strategy on NPD Performance,” with J. Mu and G. Peng, Technovation, Vol. 29, 2009, pp. 170-180.

"Estimating Willingness to Pay with Exaggeration Bias Corrected Contingent Valuation Method," with Joo H. Park, Marketing Science, Vol. 27, No. 4, July/August 2008, pp. 691-698.

"Implication of Network Size and Structure on Organizations' Knowledge Transfer," with F. Tang and J. Mu, Expert Systems with Applications, Vol. 35, No. 1, 2008, pp. 1109-1114.

"Interaction Fluency: A Customer Performance Measure of Multichannel Service," with H. Cassab, International Journal of Productivity and Performance Management, Vol. 55, No. 7, 2006, pp. 555-568.

"Ad Skepticism: The Consequences of Disbelief," with Carl Obermiller and Eric Spangenberg, Journal of Advertising, Vol. 34, No. 3, Fall 2005, pp. 7-18.

"Response Models Based on Bagging Neural Networks," with K. Ha and S. Cho, Journal of Interactive Marketing, Vol. 19, No. 1, Winter 2005, pp. 17-31.

"Responsive and Proactive Market Orientation and New-Product Success," with J. Narver and S. Slater, Journal of Product Innovation Management, Vol. 21, September 2004, pp. 334-347.

"Using Latent Class Models to Improve Marketing Decision Making: A Segmentation Illustration," with Michael Mulhern, Canadian Journal of Marketing Research, August, 2003, pp. 25-30.

"Fax Surveys: Return Patterns and Comparison with Mail Surveys," with J. Dickson, Journal of Marketing Research, Vol. 33, February 1996, pp. 108-113.

"Ecological Validation of Alternative Customer-Based Brand Strength Measures," with P. Francois, International Journal of Research in Marketing, Vol. 12, No. 4, November, 1995 pp. 321-332.

"Application of a Multi-Generational Diffusion Model to Milk Container Technology," with M. Speece, Technological Forecasting and Social Change, Vol. 49, No. 3, July 1995, pp. 281-295 .

"Process Tracing of Emotional Responses to TV Ads: Revisiting the Warmth Monitor," with P. Vanden Abeele, Journal of Consumer Research, Vol. 21, March 1994, pp. 226-232.

Selected Consulting Experience
Expert witness in litigation, various companies
Marketing research, various companies

Contact Information

Office:510 Paccar Hall

Mailing Address

Foster School of Business
University of Washington
Box 353200
Seattle, WA 98195-3226

"To ask how much survey nonresponse is acceptable is like asking how long is a piece of string. The answer, of course, is that it depends on the nature of the problem to which it is being applied."