Vivek H. Patil, Ph.D.

Professor of Marketing

Vivek Patil joined the faculty of Gonzaga University in 2005. The focus of his research is on studying behaviors of people in different domains and on research methodology (measurement theory) and data analysis issues. He has authored or co-authored 19...

Professor of Marketing, Dr. Vivek Patil

Contact Information

Education & Curriculum Vitae

Ph.D. in Business (Marketing), University of Kansas, Lawrence, 2006

M.Eng. in Software Systems, Birla Institute of Technology and Science, Pilani, India, 2000

M.S. in Management Studies, Birla Institute of Technology and Science, Pilani, India, 1997


Vivek Patil joined the faculty of Gonzaga University in 2005. The focus of his research is on studying behaviors of people in different domains and on research methodology (measurement theory) and data analysis issues. He has authored or co-authored 19 peer-reviewed publications that have appeared in journals such as the Journal of Marketing Analytics, American Journal of Health Promotion, Californian Journal of Health Promotion, Journal of Business Research, Managerial and Decision Economics, Southern Economic Journal, and IBM developerWorks. Based on Google Scholar, his publications have been cited over 350 times in journals from different disciplines, few of which include statistics, marketing, management, psychology, economics, healthcare, medicine and education. He also occasionally publishes data-analyses driven non-refereed articles on his blog concerning different topics of social relevance, including health-care, poverty, crime, and education. His blog had 101,000 visitors within the first two years of its launch and two of his blog posts were rated as top R software resources by ComputerWorld Magazine. (His blog uses the open-source R statistical programming language and environment and the source code for his posts are provided on GitHub) He teaches courses that deal with Marketing Research (MKTG 330), Data Visualization (MKTG 420), and Business Analytics (MKTG 421).

Patil, Vivek H. "Gender and Publication Activity in Top Marketing Journals." Academy of Marketing Studies Journal, 2015, 19 (3), 216-228.

Patil, Vivek H. "Identification of Influential Marketing Scholars and their Institutions Using Social Network Analysis" Journal of Marketing Analytics, 2014, 2 (4), 239-249.

Joseph, Kissan, Ramanathan Subramaniam, and Vivek Patil.“The Impact of Consumption Hassle on Pricing Schedules,” Managerial and Decision Economics, 2013, 34 (1), 1-14.

Patil, Vivek H., Matthew Q. McPherson, and Daniel L. Friesner. “The Use of Exploratory Factor Analysis in Public Health: A Note on Parallel Analysis as a Factor Retention Criterion.” American Journal of Health Promotion, 2010, 24 (3), 178-181.

Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan.  “Efficient Theory Development and Factor Retention Criteria: Abandon the ‘Eigenvalue Greater Than One’ Criterion”, Journal of Business Research, 2010, 61 (2), 162-170.

Patil, Vivek H., Surendra N. Singh, Sanjay Mishra,and D. Todd Donavan "Parallel Analysis Engine to Aid Determining Number of Factors to Retain [Computer software]." 2007, Available online; Utility developed as part of Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan. “Efficient Theory Development and Factor Retention Criteria: A Case for Abandoning the ‘EigenvalueGreater Than One’ Criterion,” Journal of Business Research, 2008, 61 (2), 162-170.

Joseph, Kissan, David Laband, and Vivek Patil. “Author Order and Research Quality,” Southern Economic Journal, 2005, 71 (3), 545-55.