David S. Bunch, Ph.D.

  • Professor Emeritus, Graduate School of Management
  • Consumer choice behavior
  • Choice modeling
  • New product development and introduction
  • Travel behavior, vehicle choice and alternative fuel vehicles
Graduate Group TTP


Professor David Bunch is an internationally recognized expert on marketing research, marketing science and decision and management sciences. His research interests include consumer choice behavior, choice modeling, new product development and introduction, travel behavior, and vehicle choice and alternative fuel vehicles.

He has consulted on transportation issues for public utilities, the California Energy Commission and the U.S. Department of Energy. He has accessed the acceptance and potential impact of alternative fuel vehicles, the impact of telecommuting on travel and other transportation-choice issues.

He has contributed to recent advances in discrete choice modeling methods, which are used to understand and predict the choices consumers make when they must select one product from a competing set of products. He is a frequent presenter at U.S. and international conference and meetings. He has published more than 25 papers in top academic journals.

MGT 249 Marketing Research (3)

Lecture—3 hours. Course addresses the managerial issues and problems of systematically gathering and analyzing information for making private and public
marketing decisions. Covers the cost and value of information, research design, information collection, measuring instruments, data analysis, and marketing research applications.


MGT 449 Marketing Research Practicum (1)

Project—1 hour. Prerequisite: course 249. Restricted to students in the MBA program, or in some cases with permission of instructor. Provides opportunities to apply the concepts and methods covered in the Marketing Research class. Hands-on and projectbased, work could be either individual or in groups depending on enrollments and/or interests of students.

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