Business, University of Chicago, 1962
B.S. Mathematics, Roosevelt University, 1949.
the University of Illinois since 1968. Acting head, Department of
Business Administration, 1981, 1993. Professor of sociology, 1968-present.
Director of sampling/senior study director, National Opinion Research
Center, University of Chicago, 1962-68.
Aspects of Organizational Reporting," with J. Phillips, American Statistical
Association 1994 Proceedings of the Section on Survey Research Methods
(forthcoming). Marketing Research: A Problem Solving Approach, with
Edward Blair (New York McGraw Hill, 1997). Thinking About Answers:
The Application of Cognitive Processes to Survey Methodology, with
N. M. Bradburn and N. Schwarz (San Francisco: Jossey-Bass, 1996).
"The Survey Reinterview: Respondent Perceptions and Response Strategies,"
with J. Blair, Journal of Official Statistics, Vol. 12 (1996).
Questions: Methodology for Determining Cognitive and Communicative
Processes in Survey Research, editor with Norbert Schwarz (San Francisco:
Jossey-Bass, 1996). "When Experts Disagree: Discussion of Papers by
Jacoby and Stewart," Journal of Public Policy and Marketing, Vol.
14 (1995). Applications of Cognitive Science to Survey Methodology,
with N. Bradburn and N. Schwarz (San Francisco: Jossey Bass, 1995).
"How Well do You Know Your Partner? Strategies for Formulating Proxy
Reports and their Effects on Convergence to Self-Reports," with G.
Menon, B. Bickart, and J. Blair, Journal of Marketing Research, Vol.
32 (February 1995). Autobiographical Memory and the Validity of Retrospective
Reports, editor with N. Schwarz (New York: Springer-Verlag, 1994).
"Sampling," in Basic Principles of Marketing Research, R. Bagozzi,
ed. (London: Blackwell, 1994). "A Comparison of Self- and Proxy-Reporting,"
with B. Bickart, J. Blair, and G. Menon, in Autobiographical Memory
and the Validity of Retrospective Reports, Sudman and Schwarz, eds.
(New York: Springer-Verlag, 1994).
American Statistical Association, 1983. Recipient of the American
Association for Public Opinion Research Award, 1987.
Chair, American Statistical Association Section on Survey Research
Methods, 1995 and American Statistical Association Working Group on
the Behavioral Risk Factors Surveillance System, 1995-present. Census
Bureau Advisory Committee, American Statistical Association, 1988-94.
Organizing Committee, 1990 International Conference and Monograph
on Measurement Errors in Surveys, 1989-91. Policy Board, Association
for Consumer Research, 1982-90. Chair, Standards Committee, American
Association for Public Opinion Research, 1987-8. President, Central
Illinois Section, American Marketing Association, 1973. Member of
the Board of Directors, American Statistical Association. Co-editor,
Polls Section, Public Opinion Quarterly, 1988-present. Advisory editor,
Evaluation Research, 1983-present. On the Board of Advisory Editors
of Social Science Research, 1978-present. Associate editor of the
Journal of the American Statistical Association, 1986-91.
and teaching interest are in marketing research methods, especially
as related to the design of survey questionnaires and the careful
sampling of populations of interest. Major uses of marketing research
include new product development, measuring the effectiveness of advertising
and promotion campaigns, and measuring customer satisfaction. The
results of marketing research are strongly influenced by who is asked
and how questions are worded. New technologies such as answering machines
and the World Wide Web create new problems and opportunities for market
researchers. Professor Sudman works to develop new procedures that
take new technologies as well as new discoveries in cognitive psychology
into account. Has served as a consultant to the Physician's Payment
Review Commission; U.S. Department of Education; Urban Institute,
S.U.N.Y. Buffalo; National Opinion Research Center, UCLA; University
of California at San Francisco; University of Florida; Centers for
Disease Control; Research Triangle Institute; U.S. Bureau of the Census;
National Academy of Sciences; and the Social Science Research Council.
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