Vivek H. Patil, Ph.D., is a Professor of Marketing at Gonzaga University and a Research Fellow in the Opportunity Northeast place-based initiative of the University. For three years, he was also Special Faculty, Jesuit Partnership, at the Heider College of Business at Creighton University, where he taught the Applied Marketing Research course to DBA students. His background in measurement theory and statistics has served to advance research on research methodology and data analysis issues. Additionally, he utilizes theoretical frameworks from economics, social psychology, and cognitive psychology to study behaviors of people in different domains. He has published over 25 articles in peer-reviewed journals from multiple domains, such as health-care, economics, marketing, and software engineering, Some of these journals include PLOS ONE, the Journal of Marketing Analytics, American Journal of Health Promotion, Journal of Business Research, Managerial and Decision Economics, and IBM developerWorks.
He has taught undergraduate and graduate courses related to marketing, data collection and data analysis for over 20 years at multiple universities in the US and India. Specifically, he has taught Principles of Marketing, Data Visualization, Business Analytics (Data mining), and Marketing Research, which he currently teaches.
Patil Vivek H. and Frederick H. Franken (In press), “Visualization of Statistically Significant Correlation Coefficients from a Correlation Matrix: A Call for a Change in Practice.” Journal of Marketing Analytics.
Valluri, Chandrasekhar, Sudhakar Raju, and Vivek H. Patil (In press), “Customer Determinants of Used Auto Loan Churn: Comparing Predictive Performance Using Machine Learning Techniques” Journal of Marketing Analytics.
Joanis, Steven T. and Vivek H. Patil (2021), “Alphabetical ordering of author surnames in academic publishing: a detriment to teamwork,” PLOS ONE, 16(5): e0251176. https://doi.org/10.1371/journal.pone.0251176
Chuang, Ta-Tao, Kazuo Nakatani, and Vivek H. Patil (2020),“A Concentric Framework for Leveraging Big Data for Business Value,” International Journal of Big Data Management, 1 (2), 166-180.
Loroz, Peggy Sue. and Vivek H. Patil (2019), “Mission-related outcomes assessment at a Jesuit Catholic university,” Journal of Jesuit Business Education, 10 (July),114-139.
Patil, Vivek H. (2014). Identification of Influential Marketing Scholars and their Institutions Using Social Network Analysis, Journal of Marketing Analytics, 2 (4), 239-249.
Joseph, Kissan, Ramanathan Subramaniam, and Vivek Patil (2013), “The Impact of Consumption Hassle on Pricing Schedules,” Managerial and Decision Economics, 34 (1), 1-14.
Patil, Vivek H., Matthew Q. McPherson, and Daniel L. Friesner (2010), “The Use of Exploratory Factor Analysis in Public Health: A Note on Parallel Analysis as a Factor Retention Criterion,” American Journal of Health Promotion, 24 (3), 178-181.
Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan (2008), “Efficient Theory Development and Factor Retention Criteria: Abandon the ‘Eigenvalue Greater Than One’ Criterion”, Journal of Business Research, 61 (2), 162-170.