L. William Perttula

Internet Marketing Professor
University of San Francisco

Williams College, B.A., 1968  
 University of California, Berkeley, M.B.A., 1973  
 London School of Economics, graduate study, 1973  
 Golden Gate University, Ph.D., 1981

Research and Publications by L. W. Perttula , Professor of Marketing, San Francisco State University

Refereed Journal Articles and Refereed Proceedings Papers

How Good is Your Alma Mater, School of Business Journal, Winter, 1984, co-authored with Dr.Klaus Schmidt. This article analyzed national and statewide surveys conducted to determine rankings of the major school of business.

Alcohol Consumption and Advertising Bans, School of Business Journal, 2 Volume II, 1985. This paper brings together data from several sources to illustrate the incongruity of recent pressures for bans on the advertising of alcohol.

Enrollment Forecasts--California State University System's Experience , Journal of Business Forecasting, Volume 6, No. 1, Spring, 1987. This paper is an application of statistical time series models to actual enrollment forecasting problems. It is a case study in how judgmental forecasts can be improved by the use of mathematical forecasting models.

Conjoint Analysis--A Pedagogical Model, Journal of Marketing Education, Fall 1991. The paper presents an innovative way for marketing research instructors to teach and apply the sophisticated technique of conjoint analysis without the need of specialized computer software. Joint authors: Dr. Ron Beall and Dr. William Perttula.

Validity of Ratings of Marketing Research Instructors, published in the Conference Proceedings at the 1992 Western Marketing Educators' Association Conference. The paper presents a theoretical model of the source of student ratings and survey data to support the model. Co-authors: Dr. William Perttula and Dr. Ron Beall.