Marc R. Dotson
p
540 Fisher Hall, 2100 Neil Avenue
Columbus, OH 43210
Cell Phone: (614) 935-7506
E-Mail: dotson.126@osu.edu
Education
Ph.D., The Ohio State University, 2016 (Expected)
Marketing
M.Sc. with Merit, The London School of Economics & Political Science, 2009
International Political Economy
B.S. Summa Cum Laude, Southern Utah University, 2008
Political Science with Minors in Mathematics and Journalism
Working Papers
“A Hierarchical Bayesian Choice Model with Latent Dirichlet Allocation.” Job Market Paper.
Abstract: Choice models produce part-worth estimates that tell us what individuals prefer but not
why. To understand the why of preference we need to model consumer heterogeneity by specifying
covariates that will explain cross-sectional variation in the part-worths. In this paper we demonstrate
a way to estimate covariates for the upper level of a hierarchical Bayesian choice model that lead to
an improvement in explaining part-worth heterogeneity. The covariates are estimated using latent
Dirichlet allocation, a model for high-level interactions among discrete data. We find improvement in
model fit using the covariates estimated with LDA over competing models using binary covariates.
This provides an important step toward a continued synthesis between text analysis and choice
modeling.
“An Extended Model of Brand Choice: Incorporating Product Relevance and Perceived Efficacy,”
with Greg M. Allenby.
Abstract: Choice is the end result of a complex process with consumers proceeding through a variety
of stages prior to purchase. Extended models of behavior take this staged process into account, but
have not been frequently employed in the choice modeling literature. In this paper, we develop
an extended model of behavior for brand choice and measure the effect of product relevance. A
product is relevant if a respondent perceives it as being able to address his or her needs, where needs
describe the motivating state of the individual. We find evidence that the effect of product relevance
is manifest through preference certainty rather than its level. Implications for measuring consumer
preferences are explored.
Presentations
“A Hierarchical Bayesian Choice Model with Latent Dirichlet Allocation”
– Department of Marketing and Logistics at The Ohio State University, July 2015
“An Extended Model of Brand Choice: Incorporating Product Relevance and Perceived Efficacy”
– Sawtooth Software Conference, March 2015
– Department of Marketing and Logistics at The Ohio State University, August 2014
– Haring Doctoral Symposium at Indiana University, April 2014
– Statistics, Psychology, and Marketing Seminar Series at The Ohio State University, March 2014
Teaching
Marketing Research (Undergraduate) at The Ohio State University, 2014 (4.6 out of 5.0)
Teaching Assistant, Bayesian Statistics and Marketing Seminar at The Ohio State University, 2014
Marketing Research (Undergraduate) at The Ohio State University, 2013 (3.5 out of 5.0)
Industry Experience
Statistical Analyst
The Modellers
Research Associate
The Modellers
Scholarships & Awards
Mittelstaedt Doctoral Symposium Fellow, 2015
Haring Doctoral Symposium Fellow, 2014
Mittelstaedt Doctoral Symposium Fellow, 2013
Alpha Chi National Honor Society Robert W. Sledge Fellowship, 2008-2009
Professional Affiliations
American Marketing Association
INFORMS
References
Greg M. Allenby
Helen Kurtz Chair of Marketing and Professor of Marketing and Statistics
The Ohio State University
Phone: (614) 292-9452
E-Mail: allenby.1@osu.edu
Nino Hardt
Professor of Marketing
The Ohio State University
Phone: (614) 688-2996
E-Mail: hardt.8@osu.edu
Mingyu (Max) Joo
Professor of Marketing
The Ohio State University
Phone: (614) 247-8845
E-Mail: joo.85@osu.edu
August 2010-July 2012
Salt Lake City, UT
January-August 2010
Salt Lake City, UT