Simply put, I love research. My Masters in Marketing Research from the University of Georgia confirmed my love for research. There is nothing I enjoy more than getting to envision, speculate, and play with new ideas. The thought of contributing to the big picture of academia is exciting and I love being in a career that allows me to do so.
My research interests tend to have several things in common. First, there is usually a critical element; I like to critique traditional ideologies and assumptions of marketing. Second, I like to take a macromarketing/sociological approach to my research. Specifically, I study the large dominate paradigms of marketing as well as the formation of markets. Lastly, I love to study consumer culture and the structures that make each culture unique. Some of the contexts that I am especially interested in are: technology, generosity, and sustainability.
Some of the methodologies that I enjoy using include: depth interviews, ethnography, historical analysis and structural equation modeling. I also enjoy using historical analysis, conjoint analysis, data-base mining, experimental and survey design to help answer any research questions at hand. I firmly believe in selecting research questions first, and then selecting the most appropriate methodology to answer them.