W. P. Carey School of Business
W. P. Carey School of Business

W. P. CareyDirectory

Find by:
Names (A-Z)

Sunghoon Kim

Assistant Professor

Office:BAC 491
Mailing Address:
Main Campus
PO BOX 874106
Tempe, AZ 85287-4106

Phone: 480-965-6205
Fax: 480-965-8000
Email: Sunghoon.Kim.2@asu.edu
Sunghoon Kim

Job Title(s)
Assistant Professor

Ph.D., Marketing and Operation Research, MAS, Statistics, Penn State University, 2014.

Research Areas
Identifying Meaningful Pattern from Various Marketing Data; Segmentation Methodologies featuring Variable Selection; Spatial Models in Marketing; Machine Learning algorithm for Online Consumer Reviews; Service Marketing.

Academic Positions Held
Arizona State University: 2014-present.

Representative Publications

Fong, Duncan, Sunghoon Kim, Zhe Chen, and Wayne S. DeSarbo (2016), “A Bayesian Multinomial Probit Model for the Analysis of Panel Choice Data”, Psychometrika, 81 (1), pp. 161-183.

Kim, Sunghoon, Simon Blanchard, Wayne S. DeSarbo, and Duncan Fong (2013), “Implementing Managerial Constraints in Model Based Segmentation: Extensions of Kim, Fong, and DeSarbo (2012) with an Application to Heterogeneous Perceptions of Service Quality”, Journal of Marketing Research, 50 (5), pp. 664-673.

Kim, Sunghoon, Duncan Fong, and Wayne S. DeSarbo (2012), “Model Based Segmentation Featuring Simultaneous Segment Level Variable Selection”, Journal of Marketing Research, 49 (5), pp. 725-736.

ASU is a tier 1 research university and W. P. Carey is proud of its strong tradition of teaching and classroom excellence. Our students directly benefit from the research and theories our faculty brings into the classroom. Below is a list of courses being taught during the current semester by this faculty member. Click a course to view it in the ASU course catalog.

MKT 591 - Seminar
A small class emphasizing discussion, presentations by students, and written research papers.

W. P. Carey School of Business

400 E. Lemon St.
Tempe, AZ 85287