Assistant Professor
Department of Design & Innovation
Weatherhead School of Management
Hyowon Kim, PhD, is an assistant professor of marketing in the Department of Design and Innovation at Case Western Reserve University. She is an applied researcher interested in developing quantitative models of consumer demand. Her research examines preference measurement in choice models that require a deep understanding of the nature of heterogeneity. Hyowon especially works on improving inferences about preferences by identifying attributes that play an essential role in benefit formation through interaction detection and by providing a more complete picture of demand through data integration at the individual-respondent level.
Initially Appointed: 2020
Education
PhD
Ohio State University
2020
Teaching Information
Teaching Interests
- Marketing Analytics
- Marketing Research
- Digital Marketing
Courses Taught
- Marketing Models and Digital Analytics
- Marketing Analytics
Research Information
Research Interests
- Choice Models
- Conjoint Analysis
- Text Analysis
Publications
- Kim, H. , Allenby, G. (2022).
Integrating Textual Information into Models of Choice and Scaled Response Data Marketing Science - Kim, H. , Kim, D. , Allenby, G. (2020).
Benefit Formation and Enhancement Quantitative Marketing and Economics - Lee, S. , Kim, H. , Kim, J. , Allenby, G. (2018).
A Choice Model for Mixed Decision Variables Journal of Choice Modelling