Duncan K. Fong
Professor of Marketing of Marketing
Duncan K. H. Fong, Frank and Mary Jean Smeal Research Fellow, is Professor of Marketing and Statistics at Penn State. He is a former chairman of the Marketing Department (2010-13) and a former Ph.D. Director of Smeal Ph.D. Programs (2009). Professor Fong has served as the Ph.D. Coordinator of the Marketing Department from 2004 to 2010, 2014-2015, and 2019-2021. He had been invited as a visiting scholar/professor at Yale University (2017), Columbia University (2017), University of Maryland (2011), City University of Hong Kong (2008), Duke University (2003), and Georgia Institute of Technology (1994). He has published more than fifty refereed articles in various top journals in Marketing, Statistics, Operations Management and Operations Research. Professor Fong is a Fellow of the American Statistical Association, Fellow of the International Society for Bayesian Analysis, and Fellow of the Royal Statistical Society. He is currently an Editorial Board Member of the International Journal of Research in Marketing. In addition, he has previously served as an Editorial Board Member of Marketing Science, Associate Editor of the Journal of the American Statistical Association, Associate Editor of the Journal of Business & Economic Statistics, Editor of Asian European Journal of Mathematics, and Associate Editor of the ISBA Bulletin. Professor Fong is a Founding Member of the International Society for Bayesian Analysis and served on its Governing Board from 1992 to 1994. At Penn State, he has served on 34 doctoral committees and 13 M.S. committees, supervised 11 doctoral dissertations, 3 master theses and 1 undergraduate honors thesis. His former Ph.D. advisees were placed at universities and industrial firms.
Expertise
Professor Fong's research interests include marketing research, marketing analytics, Bayesian analysis, operations and supply chain management. He is currently working on several projects, which include the development of new methodologies to perform market segmentation, the investigation of dynamic evolution of consumer preferences, Bayesian multidimensional scaling procedures, among others.
Education
Ph D in Statistics, Purdue University, West Lafayette, IN, 1987-01-01 MS in Statistics, Purdue University, West Lafayette, IN, 1984-01-01 BS in Mathematics (first class honor), The Chinese University of Hong Kong, Ma Liu Shui, Sha Tin, New Territories, Hong Kong, 1979-01-01
Courses Taught
MKTG 342 – Marketing Research
Research approaches, methods, and applications studied as a formal approach to problem solving for marketing decisions.
MKTG 590 – Colloquium
Continuing seminars that consist of a series of individual lectures by faculty, students, or outside speakers.
MKTG 596 – Individual Studies
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.
MKTG 597 – Special Topics
Formal courses given on a topical or special interest subject which may be offered infrequently; several different topics may be taught in one year or term.
MKTG 597A – Marketing in Challenging Times (A)
This course focuses on two aspects of Bayesian Statistics: hierarchicial modelbuilding and inference using the Markov chain Monte Carlo algorithm.
MKTG 597B – Marketing Engineering (B)
Special topics course for graduate students.
MKTG 597E – Bayesian Methods with Application in Marketing and Behavioral Science (E)
Formal courses given on a topical or special interest subject which may be offered infrequently; several different topics may be taught in one year or term.
MKTG 600 – Thesis Research
STAT 596 – Individual Studies
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.
Selected Publications
Zhang Y., Zhao Q., Fong D. K., Jiao W. "Reexamining Gaussian Copula Endogeneity Correction with Noncontinuous Endogenous Regressors" Marketing Letters, 2026-01-01
Chen Q., Agarwal A., Fong D., Desarbo W., Xue L. "Model-Based Co-Clustering in Customer Targeting Utilizing Large-Scale Online Product Rating Networks" Journal of Business & Economic Statistics, vol. 43, 2024-10-15
Kani A., Fong D., Desarbo W. "Modeling the Evolution of Competitive Market Structure via Competitive Group Dynamics" Journal of Modelling in Management, vol. 18, 2023-04-01
Zhang Y., Fong D., Desarbo W. "A Generalized Ordinal Finite Mixture Regression Model for Market Segmentation" International Journal of Research in Marketing, vol. 38, 2021-12-01
Lin L., Fong D. "Bayesian Multidimensional Scaling Procedure with Variable Selection" Computational Statistics and Data Analysis, vol. 129, 2019-01-01
Kani A., Desarbo W., Fong D. "A Factorial Hidden Markov Model for the Analysis of Temporal Change in Choice Models" Customer Needs and Solutions, vol. 5, 2018-12-01
Kim S., Desarbo W., Fong D. "A Hierarchical Bayesian Approach for Examining Heterogeneity in Choice Decisions" Journal of Mathematical Psychology, vol. 82, 2018-01-01
Fong D., Chen Q., Chen Z., Wang R. "An Application of Heterogeneous Bayesian Regression Models with Time Varying Coefficients to Explore the Relationship between Customer Satisfaction and Shareholder Value" Open Journal of Statistics, vol. 7, 2017-02-01
Fong D., Kim S., Chen Z., Desarbo W. "A Bayesian Multinomial Probit Model for the Analysis of Panel Choice Data" Psychometrika, vol. 81, 2016-03-01
Fong D., Desarbo W., Chen Z., Xu Z. "A Bayesian Vector Multidimensional Scaling Procedure Incorporating Dimension Reparameterization with Variable Selection" Psychometrika, vol. 80, 2015-12-15
Kim S., Blanchard S. J., Desarbo W., Fong D. "Implementing Managerial Constraints in Model-Based Segmentation: Extensions of Kim, Fong, and DeSarbo (2012) with an Application to Heterogeneous Perceptions of Service Quality" Journal of Marketing Research, vol. L, 2013-10-01
Kim S., Fong D., Desarbo W. "Model Based Segmentation Featuring Simultaneous Segment Level Variable Selection" Journal of Marketing Research, vol. XLIX, 2012-10-01
Fong D., Ebbes P., Desarbo W. "A Heterogeneous Bayesian Regression Model for Cross Sectional Data Involving a Single Observation per Response Unit" Psychometrika, vol. 77, 2012-04-01
Fong D. "A Comparison of Generalized Multinomial Logit (GMNL) and Latent Class Approaches to Studying Consumer Heterogeneity with Some Extensions of the GMNL Model by J. Pancras and D.K.Dey" Applied Stochastic Models in Business and Industry, vol. 27, 2011-12-01
Li K., Fong D., Xu S. H. "Managing Trade-in Programs Based on Product Characteristics and Customer Heterogeneity in Business-to-Business Markets" Manufacturing & Services Operations Management, vol. 13, 2011-01-01
Fong D., Desarbo W., Park J., Scott C. "A Bayesian Vector Multidimensional Scaling Procedure for the Analysis of Ordered Preference Data" Journal of the American Statistical Association, vol. 105, 2010-06-01
Fong D. "Bayesian Multidimensional Scaling and Its Applications in Marketing Research" Frontier of Statistical Decision Making and Bayesian Analysis, 2010-04-01
Desarbo W., Ebbes P., Fong D., Snow C. C. "Revisiting customer value analysis in a heterogeneous market." Journal of Modelling in Management, vol. 5, 2010-04-01
Liechty J. C., Fong D., Huizingh E., De Bruyn A. "Hierarchical Bayesian Conjoint Models Incorporating Measurement Uncertainty" Marketing Letters, vol. 19, 2008-01-01
Kayande U., Roberts J., Lilien G. L., Fong D. "Mapping the bounds of incoherence: How far can you go and how does it affect your brand?" Marketing Science, vol. 26, 2007-08-01
Fong D., Desarbo W. "A Bayesian Methodology for Simultaneously Detecting and Estimating Regime Change Points and Variable Selection in Multiple Regression Models for Marketing Research" Quantitative Marketing and Economics, vol. 5, 2007-01-01
Fu H., Ramasesh R., Fong D. "Component Commonality and Shortage Reduction under a Mixed Erlang Distributed Demand" International Journal of Operations Research, vol. 3, 2006-01-01
Liechty J. C., Fong D., Desarbo W. "Dynamic Models Incorporating Individual Heterogeneity: Utility Evolution in Conjoint Analysis" Marketing Science, 2005-01-01
Desarbo W., Fong D., Liechty J. C., Chang J. "Evolutionary Preference/Utility Functions: A Dynamic Perspective" Psychometrika, vol. 70, 2005-01-01
Desarbo W., Fong D., Liechty J. C., Saxton K. "A Hierarchical Bayesian Procedure for Two-Mode Cluster Analysis" Psychometrika, vol. 69, 2004-01-01
Fong D., Fu H., Li Z. "Efficiency in Shortage Reduction When Using a More Expensive Common Component" Computers and Operations Research, vol. 31, 2004-01-01
Bolton G. E., Fong D., Mosquin P. "Bayes Factors with an Application to Experimental Economics" Experimental Economics, vol. 6, 2003-01-01
Stavrulaki E., Fong D., Lin D. J. "Two-Resource Stochastic Capacity Planning Employing a Bayesian Methodology" Journal of the Operational Research Society, vol. 54, 2003-01-01
Beattie S. D., Fong D., Lin D. J. "A Two-Stage Bayesian Model Selection Strategy for Supersaturated Designs" Technometrics, vol. 44, 2002-01-01
Fong D., Pammer S. E., Arnold S. F., Bolton G. E. "Reanalyzing Ultimatum Bargaining--Comparing Nondecreasing Curves without Shape Constraints" Journal of Business and Economic Statistics, vol. 20, 2002-01-01
Kanyamibwa F., Christy D. P., Fong D. "Variable Selection in Product Design" Quality Management Journal, vol. 8, 2001-01-01
Fong D., Gempesaw V. M., Ord J. K. "Analysis of a Dual Sourcing Inventory Model with Normal Unit Demand and Erlang Mixture Lead Times" European Journal of Operational Research, vol. 120, 2000-01-01
Pammer S. E., Fong D., Arnold S. F. "Forecasting the Penetration of a New Product -- A Bayesian Approach" Journal of Business and Economic Statistics, vol. 18, 2000-01-01
Ramasesh R. V., Fu H., Fong D., Hayya J. C. "Lot Streaming in Multi-Stage Production Systems" International Journal of Production Economics, vol. 3, 2000-01-01
Honors and Awards
Faculty marshal for Marketing at the PSU Spring 2021 Commencement, (2021-05-08)
Visiting Scholar, Yale University and Columbia University, (2017-08-01)
Frank and Mary Jean Smeal Research Fellow, (2016-01-31)
Fellow of the American Statistical Association, American Statistical Association, (2015-04-30)
Inaugural Fellow of the International Society for Bayesian Analysis, International Society for Bayesian Analysis, (2012-12-31)
Calvin E. and Pamala T. Zimmerman University Endowed Fellow, Calvin E. and Pamala T. Zimmerman, (2012-01-01)
External Academic Advisor, City University of Hong Kong, (2011-08-01)
Visiting Professor, University of Maryland, (2011-01-02)
External Academic Advisor, City University of Hong Kong, (2007-01-01)
Visiting Professor, Duke University, (2003-01-01)
Elected Fellow of the Royal Statistical Society, Royal Statistical Society, (2000-12-31)