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Michael Latta

Professor - Marketing

Jonathan Doe
Contact Michael Latta

Wall 301D

Office hours: by appointment


Ph.D., Iowa State University, Psychology

M.S., Iowa State University, Psychology

B.S., Illinois State University, Psychology

Academic and Professional Experience

Professor, Coastal Carolina University

Associate Dean, E. Craig Wall Sr. College of Business Administration, Coastal Carolina University

Associate Professor, Coastal Carolina University

Assistant Professor, Coastal Carolina University

Adjunct Faculty, University of the Sciences in Philadelphia College of Graduate Studies

Visiting Professor, St. Joseph's University

Adjunct Faculty, University of Notre Dame

Adjunct Faculty, Thunderbird School of Global Management

Assistant Professor, University of New Hampshire

Assistant Professor, Drake University

Sales Representative. Territory Manager, Product Manager, Strategic Planning Analyst, DuPont Company

Associate Director of Promotion Research and Market Planning, Wyeth Pharmaceuticals

Manager of Marketing Research and Market Development, Boehringer Mannheim Pharmaceutical Corporation

Executive Director, YTMBA Research and Consulting

Research Interests

New product adoption and risk perception

Teaching Interests

Research methods, strategy, promotion and market analysis


An Experiment in Testing Advertising Levels By Measuring Natural Test Market Variation

Must-Be or Not Must-Be Considerations in Using the Kano Method for International New-Product Surveys

Which Waves Are Significantly Different Analyzing a Pharmaceutical Products Key Drivers

Professional Memberships (Past and Present)

Phi Eta Sigma

Marketing Research Association

American Statistical Association

Institute for Business Forecasting

American Marketing Association

Psi Chi

American Association for the Advancement of Science

Phi Kappa Phi

Sigma Xi

Professional Certifications

Accredited Professional Statistician

Workplace Harassment

National Institutes of Health Office of Extramural Research Protecting Human Research Participants

Michael Latta's vita