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.
PhD, Ohio State University, 2020
Initially Appointed: 2020
MS, Korea University, 2014
BA, Konkuk University, 2012
Choice Models, Conjoint Analysis, Text Analysis
Marketing Analytics, Marketing Research, Digital Marketing
Recent Courses and SyllabiCourse evaluation ratings (login required)
- Kim, H., Kim, D., Allenby, G.
Benefit Formation and Enhancement
Quantitative Marketing and Economics.