Research and Publications by L. W. Perttula , Professor of Marketing, San Francisco State University

Refereed Journal Articles and Refereed Proceedings Papers

How Good is Your Alma Mater, School of Business Journal, Winter, 1984, co-authored with Dr.Klaus Schmidt. This article analyzed national and statewide surveys conducted to determine rankings of the major school of business.

Alcohol Consumption and Advertising Bans, School of Business Journal, 2 Volume II, 1985. This paper brings together data from several sources to illustrate the incongruity of recent pressures for bans on the advertising of alcohol. Evidence shows that alcohol consumption has been falling, auto traffic deaths have been falling, and the link between bans to fewer traffic deaths is not well supported by evidence.

Enrollment Forecasts--California State University System's Experience , Journal of Business Forecasting, Volume 6, No. 1, Spring, 1987. This paper is an application of statistical time series models to actual enrollment forecasting problems. It is a case study in how judgmental forecasts can be improved by the use of mathematical forecasting models.

Conjoint Analysis--A Pedagogical Model, Journal of Marketing Education, Fall 1991. The paper presents an innovative way for marketing research instructors to teach and apply the sophisticated technique of conjoint analysis without the need of specialized computer software. Joint authors: Dr. Ron Beall and Dr. William Perttula.

Validity of Ratings of Marketing Research Instructors
, published in the Conference Proceedings at the 1992 Western Marketing Educators' Association Conference. The paper presents a theoretical model of the source of student ratings and survey data to support the model. Co-authors: Dr. William Perttula and Dr. Ron Beall.

Consumer Satisfaction with OTC Drugs: An Analysis Using the Confirmation/Disconfirmation Model, Health Marketing Quarterly, Vol. 15, 1997 (co-authored with Foo Nin Ho, Jeanne D. Mursch, and Beng Soo Ong.

Guidelines for Successful Asian American Research, published in the Conference Proceedings at the 1997 Western Marketing Educators' Association Conference. Co-authors: Dr. William Perttula, Dr. Deborah Lowe, and Norma Quon.

Asian American Health Care Attitudes, Health Marketing Quarterly, Vol. 16, Issue 2, 1999. Co-authored with Dr. Deborah Lowe, and Norma Quon

Teaching About the Internet, published in the Conference Proceedings at the 1998 Western Marketing Educators' Association Conference (April).

Assessing the Quality of a Business Administration Degree Program , published in the Conference Proceedings at the 1998 Atlantic Marketing Association Conference (October). (Co-author Ron Beall).

Perceived Risks: Online Versus Offline Purchasing, published in the Conference Proceedings at the International Academy of E-Business Conference, March 2001. (Coauthers: Chia-Jeng Lu and Kathleen O"Donnell)

Gen X: Targeted Promotion Behavior and Beliefs for the Internet , published in the Conference Proceedings at the International Academy of E-Business Conference, March 2001. (Co-author: Deborah Lowe)

Asian-American Media Consumption Patterns, published in the Conference Proceedings at the Marketing Educators' Association Conference, April 2001. (Co-author: Deborah Lowe)

Business Students and the Internet: Usage and Opinion Regarding the News, published in the Conference Proceedings at the 2002 Atlantic Marketing Association Conference (October). (Co-author Bruce Robertson)

Silence of the Web: A Few Effective Ways to Use Audio in Marketing, published in the Conference Proceedings at the International Academy of E-Business Conference, March 2005. (Co-authors: Mahmood Hussain and Mylene Primard)

The Benefits and Effective Application of Audio in Direct Marketing on the Internet, Journal of Internet Commerce, Vol. 5 Number 1, 2006.  Co-authored with Mahmood Hussain and Mylene Primard.

Silence of the Web: A Few Effective Ways to Use Audio in Online Marketing, Journal of Digital Business, Vol. Issue 1, May/June 2006.  Co-authored with Mahmood Hussain and Mylene Primard.

Other Publications

Marketing the Olympics, Bay City Business Journal (a regional business monthly distributed to 135,000 business people), San Francisco, July, 1984. An analysis of the funding of the Los Angeles Olympic Games through the use of private business sponsors. On July 11, 1984, Dr. Perttula presented a seminar on the topic of Marketing and the Olympic Games at the University of California, Santa Barbara Alumni Center.

Taking the Public's Pulse, Bay City Business Journal, October, 1984. An analysis of the business of public surveys including political opinion polling.

Small Retail Merchants in the Bay Area: A Comparative Survey, Research Report No.3-85, Public Research Institute, San Francisco State University, October, 1985. The report analyzes the data from a 1984 survey of 240 small retailers in the Bay Area. The survey covered a variety of topics of interest to business and government.

Teaching Multiple Regression in a Marketing Research Course, Marketing Educator, a publication of the American Marketing Association, Winter, 1986. The paper describes a method of increasing a student's exposure to the technique of multiple regression without sacrificing class time devoted to other marketing research topics.

SmartForecasts II, a software review, published by the Journal of Consumer Marketing, Spring, 1991. This is a review of a microcomputer software package developed for business forecasting. The program uses techniques such as time series analysis and multiple linear regression to make forecasts.

Language Master, a software review, published by the Journal of Consumer Marketing, Fall 1991. This is a review of a microcomputer software program designed to aid writers with a pop up dictionary and thesaurus. The program is useful for professionals in marketing and other fields who do word processing on an IBM type personal computer.

Ami Pro 3.0 for Windows, a software review, published in the Journal of Consumer Marketing, Vol. 10, No. 4, 1993. This is a review of a major word processing program used by many professionals in marketing.

Microsoft Publisher, a software review, published in the Journal of Consumer Marketing, Vol. 11, No. 2, 1994 (co-author). This is a review of the leading basic desktop publishing program.

Marketing, a introductory textbook, written for the Central Radio and TV University of China. 1995. Used in an introductory marketing course presented by the TV University of China. (co-author with Foo Nin Ho and Margaret Hanke)

Multimedia Business 500, a software review, published in the Journal of Services Marketing Vol. 9, No. 4, 1995.

Statmaster, a software review, published in the Journal of Consumer Marketing, Vol. 12, No. 2, 1995.

Bookshelf 95, a software of a Microsoft reference program, published in the Journal of Consumer Marketing, Vol. 12, No. 5. 1995.

Marketing Research Guide for Public Relations, a book review published in Public Relations Review, Fall, 1995. (co-author)

Tracker, a software review of a comprehensive contact manager, published in the Journal of Product and Brand Management, Vol. 5, No. 3., 1996.