Paul E. Green is the SS Kresge Professor of Marketing at the Wharton School, University of Pennsylvania. He has been honoured for his research by the American Marketing Association, the American Statistical Association, and the American Psychological Association. He is on the Editorial Board of the Journal of the Market Research Society. Dr Green is the author or co–author of several books, including the widely used Research for Marketing Decisions now in its fifth edition. He is also a prolific contributor to marketing and business journals.