Professor Carroll has published in numerous journals and contributed chapters to or co-authored several books. His interests include multidimensional scaling, quantitative models, clustering, multivariate statistics and measurement, data analytic techniques relating to marketing, psychology, and other social/behavioral sciences. He is President, past-President or past-Chair of six professional and scientific organizations related to these areas, and a recipient of the American Psychological Association Award for Distinguished Scientific Contributions to Psychology as well as the William James Fellow Award of the American Psychological Society. Wayne S. DeSarbo is the Mary Jean and Frank P. Smeal Distinguished Professor of Marketing at the Smeal College of Business at the Pennsylvania State University at University Park, Pa. He has held similar chaired professorships at the Wharton School of the University of Pennsylvania, and the University of Michigan. He received his B.S. degree in Economics from the Wharton School of the University of Pennsylvania. He has M.A. degrees in Sociology, Administrative Science/O.R., and Marketing from Yale University and the University of Pennsylvania. Wayne obtained his Ph.D. in Marketing and Statistics from the University of Pennsylvania, and completed post doctorate work in Operations Research and Econometrics there. He has published over 120 articles in such journals as the Journal of Marketing Research, Psychometrika, Journal of Consumer Research, Journal of Mathematical Psychology, Marketing Science, Journal of Classification, Journal of Marketing, Management Science, and Decision Sciences. His methodological interests lie in multidimensional scaling, classification, and multivariate statistics, especially as they pertain to substantive marketing problems in positioning, market structure, consumer choice, market segmentation, and competitive strategy. He was awarded the 1988 Raymond B. Cattell Award for his outstanding research contributions in mathematical psychology and nominated as President of the Psychometric Society. In addition, Wayne was awarded the University of Michigan Senior Research award for his research performance at the School of Business. He was one of a few prominent Marketing scholars to be selected by the Royal Swedish Academy to serve on the Nobel Prize Nomination Committee. He was the Chair of the Statistics in Marketing Section of the American Statistical Society. Wayne is a member of AMA, ORSA/TIMS, Psychometric Society, ASA, RSS, Classification Society, INSNA, IMS, Econometric Society, ACR, DSI, and APA. He serves on the review boards of Marketing Science, the Journal of Consumer Research, and the Journal of Marketing Research. Recently, he was appointed Associate Editor of Marketing Science and interim Associate Editor of the Journal of Marketing Research. He has ten years of work experience in Marketing Research at AT&T and Bell Laboratories. Finally, Wayne has been a consultant for such diverse firms as AMERITECH, AT&T, Ad Audit, Pfizer Drug, SENMED, Pacific Bell, General Motors, Hughes Aircraft, GTE, Motorola, Marketing Metrics, Blue Cross, Eli Lilly Co., and Merck Pharmaceuticals. He is CEO and owner of ANALYTIKA Marketing Sciences, Inc. He is the Executive Director of the newly formed Center for Sports Business and Research here at Penn State University. Wayne was the 2003 Pennsylvania State, USA National, and World Power lifting Champion in the 275lb Masters 2 division. He also won the 2004 IPA World Power lifting title in the 319lb Raw Drug-Free division. Besides Power lifting (currently retired), Wayne's hobbies include football, chess, his Harley, cool cars, and computers.