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2004 Churchill Award Press Release

J. Paul Peter Receives MRSIG Churchill Lifetime Achievement Award

The Marketing Research Special Interest Group is honored to announce that the 2004 Churchill Award was presented to J. Paul Peter of the University of Wisconsin-Madison. The Churchill Award for lifetime achievement in the academic study of Marketing Research is given each year by the AMA Market Research Special Interest Group to an outstanding research scholar for lifetime contribution to the academic field of marketing research.

Professor Peter is the James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has authored or edited more than 30 books and numerous journal publications and his research has been cited more than one thousand times, placing him within the top 1% of all marketing scholars with regard to impact during their lifetimes. His publications discussing the measurement of marketing constructs, particularly his articles, "Reliability: A Review of Psychometric Basics and Recent Marketing Practices", and "Construct Validity: A Review of Basic Issues and Marketing Practices", both of which appeared in the Journal of Marketing Research, have been cited over 150 times each. His work discussing the use of difference scores ("Improving the Measurement of Service Quality” and "Caution in the Use of Difference Scores in Consumer Research"), which appeared in the Journal of Retailing and the Journal of Consumer Research are frequently cited.

In addition to marketing research, Paul has made contributions to both consumer behavior and marketing management. The contributions to these other areas have been primarily through his books. His book with Jerry Olson, Consumer Behavior and Marketing Strategy first published in 1987, is a consumer behavior classic, and has been influential in the teaching of consumer behavior and how researchers address consumer behavior questions.

Professor Peter’s previous awards include the 1986 William O'Dell Award from the Journal of Marketing Research, the John R. Larson School of Business Teaching Award, University of Wisconsin-Madison, and the John G. Schutz Award for Excellence in Marketing. His works in the Journal of Marketing Research were also finalists for the O'Dell Award in 1984 and 1988. He has served on the editorial review boards on many of the leading journals including the Journal of Marketing, Journal of Consumer Research, and the Journal of Marketing Research where he also served as the special section editor on from 1980-1985.

Please join us in congratulating Professor Paul’s award. The Churchill Award is in to honor Dr. Gilbert A. Churchill, retired professor of Marketing at the University of Wisconsin – Madison. Previous recipients of the MRSIG Churchill Award include: 2003 - Rick Bagozzi (Rice University); 2002 - Frank Bass (University of Texas at Dallas); 2001 – Don Morrison (UCLA); 2000 – Roland Rust (Maryland); 1999 – Vijay Mahajan (University of Texas at Austin); 1998 – V. Seenu Srinivasan (Stanford); 1997 – Bill Perreault (North Carolina); 1996 – Paul Green (Wharton).