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Bruce Cooil
The Dean Samuel B. and Evelyn R. Richmond Professor of Management

Subject Area(s): Statistics, Health Care, Marketing

Biography:

A Honolulu native, Bruce Cooil worked as a biostatistician at the Institute of Health Research in San Francisco before pursuing his doctoral studies at the Wharton School. At Wharton, he was awarded the Dean's Fellowship in Statistics and the Bursk Prize. After earning his Ph.D., Professor Cooil joined Owen's faculty in 1982. At Owen, he has received the Dean's Award for Research Productivity (2004) and Research Excellence (2003), and several teaching awards, including election as "Outstanding Professor" by the executive MBA class of 2004, and the Dean's Award for Teaching Excellence. Overall, his publications have received over 1400 citations and have appeared in business, statistics and medical journals, including the Journal of Marketing Research, the Journal of Marketing, Marketing Science, Psychometrika, the Journal of the American Statistical Association, the Annals of Probability, Circulation, and the New England Journal of Medicine.

Cooil has developed reliability estimators for qualitative data that are used widely in business and management, communication, applied psychology, psychometrics, health care and in the natural sciences. For his collaborative work in marketing, he has also received several awards, including the Lehmann Award (2001) and the H. Paul Root Award (2007). In medicine, he and his collaborators have developed a significantly more accurate 'volumetric' measure of coronary calcification by electron beam tomography which can be used to follow the progression of atherosclerosis, and to monitor the effects of treatment in individual patients. This approach has been shown to significantly reduce mortality and morbidity rates of coronary heart disease while providing substantial cost savings. He is also a co-author of the textbook: Statistics for Applied Problem Solving and Decision Making, with R.J. Larsen and M.L. Marx, Belmont, CA: Duxbury, 1997. Cooil's current research interests include the adaptation of latent class and grade-of-membership models for marketing and medical research, qualitative data reliability, large sample estimation theory and extreme value theory. He has also written and consulted on models for medical malpractice and automobile insurance claims and indemnities. His other research has focused on estimating the probability of rare events, general measures for ordinal association, cross-validation, time-series analysis, and nonparametric prediction rules.

He began his academic career at Stanford University where he earned a Bachelor of Science Degree in Mathematics (with Honors) and a Master's Degree in Statistics. He is a former president of the Stanford Alumni Association of Tennessee, and has served as Council Representative for the American Statistical Association's Section on Statistics in Marketing, and on the American Statistical Association's Council of Sections Fiscal Oversight Committee (Curriculum Vitae).

Education

B.S., Mathematics, Stanford University, 1975
M.S., Statistics, Stanford University, 1976
Ph.D., Statistics, University of Pennsylvania, 1982

Articles (2005-2008)

Cooil, B., Aksoy, L., Keiningham,T., Maryott, K. (2008), “The Relationship of Employee Perceptions of Organizational Climate to Business-Unit Outcomes: An MPLS Approach,” Journal of Service Research, forthcoming (SSRN PDF).

Aksoy, L., Cooil, B., Groening, C., Keiningham, T., Yalçin, A. (2008), “The Long Term Stock Market Valuation of Customer Satisfaction,” Journal of Marketing, 72 (July), 105-122 (PDF).

Keiningham, T.L., Aksoy, L., Cooil, B., Andreassen, T. (2008), “Linking Customer Loyalty to Growth,” MIT Sloan Management Review, 49(4), 51-57.

• Featured by the journal and freely available (PDF)

Keiningham, T.L., Aksoy, L., Cooil, B., Andreassen, T.W., Williams, Luke (2008), “A Holistic Examination of Net Promoter,” Database Marketing and Customer Strategy Management, 15(2), 79-90 (PDF).

Earl, T.M., Cooil, B., Rubin J.E., and Chari R.S. (2008), “Cost Prediction in Liver Transplantation Using Pre-transplant Donor and Recipient Characteristics,” Transplantation, 86(2), 238-244.

Keiningham, T.L., Aksoy, L., Cooil, B., and Andreassen, T.W. (2008), “The Galileo Effect,” Marketing Management, 17 (January/February), 48-51.

Keiningham, T.L., Aksoy, L., Cooil, B., and Andreassen, T.W. (2008) “Commentary on ‘The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance’,” Marketing Science, 27 (May/June), 531-532 (PDF).

Cooil, B., Aksoy, L., Keiningham, T.L. (2007), "Approaches to Customer Segmentation," Journal of Relationship Marketing, 6 (3/4), 9-39. [PDF]

Also in Profit Maximization Through Customer Relationship Marketing: Measurement, Prediction, and Implementation (2007), Aksoy, L., Keiningham, T.L., and Bejou, D. (Editors), Binghamton, NY: Haworth Press, 2007.

Keiningham, T.L., Cooil, B., Andreassen, T.W., and Aksoy, L. (2007), "A Longitudinal Examination of Net Promoter and Firm Revenue Growth,” Journal of Marketing, 71 (July), 39-51.

• Marketing Science Institute/H. Paul Root Award

• Made available to the public online

Keiningham, T.L., Cooil, B., Aksoy, L., Andreassen, T.W., and Weiner, J. (2007), "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Customer Retention, Recommendation, and Share-of-Wallet,” Managing Service Quality, 17(4), 361-384.

• Lead Article (made available online)

• Outstanding Paper (Best Paper) Award, 2007

Cooil, B., Keiningham, T.L., Aksoy, L., and Hsu, M. (2007), "A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics," Journal of Marketing, 71 (January), 67-83. [PDF]

Houston, M., Cooil, B., Olafsson B.J., and Raggi, P. (2007) " Effects of a Juice Powder Concentrate on Systemic Blood Pressure, Progression of Coronary Artery Calcium, and Antioxidant Status in Low-Risk Cardiovascular Subjects: A Pilot Study," Evidence-Based Complementary and Alternative Medicine, 4(4), 455-462 (also online 2/7/2007).

Christman, S.D., Jasper, J.D., Sontam, V., and Cooil, B. (2007), "Individual Differences in Risk Perception versus Risk Taking: Handedness and Interhemispheric Interaction," Brain and Cognition, 63, 51-58.

Keiningham, T.L., Aksoy, L., Andreassen, T.W., Cooil, B., and Wahren, B.J. (2006), “Call Center Satisfaction and Customer Retention in a Co-Branded Service Context,” Managing Service Quality, 16, 269-289.

• Finalist for Highly Commended Paper, 2006

Keiningham, T.L., Aksoy, L., Cooil, B., Peterson, K., and Vavra, T. G. (2006), “A Longitudinal Examination of the Asymmetric Impact of Employee and Customer Satisfaction on Retail Sales,” Managing Service Quality, 16, 442-459.

• Lead Article

• Outstanding Paper (Best Paper) Award, 2006

Aksoy, L., Bloom, P.N., Lurie, N.H., and Cooil, B. (2006), "Should Recommendation Agents Think Like People?" Journal of Service Research, 8, 297-315.

• Lead Article

• Finalist for Best Article Award, 2006

Raggi, P., Cooil, B., Ratti, C., and Callister, T.Q. (2005), “Progression of Coronary Calcification and Occurrence of Myocardial Infarction in Patients with Diabetes Mellitus,” Hypertension. 46, 238-243.

Cooil, B., and Raggi, P. (2005), “On the Prediction and Prevention of Myocardial Infarctions: Models Based on Retrospective and Doubly Censored Prospective Data,” Statistics in Medicine, 24, 1897-1918.

Education:
B.S., Mathematics, Stanford University, 1975
M.S., Statistics, Stanford University, 1976
Ph.D., Statistics, University of Pennsylvania, 1982

Course(s) Taught:
- EMGT 782: Statistics for Management Decisions
- MGT 480: Business Forecasting

Other Course(s):
Mathematical Statistics,
Bayesian Decision Analysis,
Exploratory Data Analysis & Modeling,
Lifetime Distributions & Survival Analysis,
Data Mining
Advanced Forecasting Models

Research Interest(s):
Statistical inference, probability, and applications in business. Specific interests in latent class models for marketing and medical research, qualitative data reliability, large sample estimation theory and extreme value theory.

Podcast(s) & Video:

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QUICKLINKS

Curriculum Vitae (PDF) >
Personal Website >
SSRN Author Page >
Mathematics Genealogy >

CONTACT

Voice: 615-322-3336
Fax: 615-343-7177
Office #: 318
Email