Gerald Goodhardt

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Gerald Goodhardt
Born
Occupation	Academic, Visiting Research Professor at University of South Australia, London South Bank University and Kingston University
Spouse	Valerie Goodhardt
Fellow of The Royal Statistical Society: Chairman, General Applications Section (1976-78); Council Member (1978-81); Hon. Secretary (1982-88). Fellow of The Market Research Society: Gold Medal (1967); Chairman (1973-74); Vice-President (1974-77); New Gold Medal (“for an exceptional contribution to market research over very many years”) (1996).

Gerald Goodhardt is very widely known as a marketing scientist.

Professor Goodhardt began his career working as a statistician for Attwood Panels, and later Aske Research with Andrew Ehrenberg. From 1981-95 he was Sir John E Cohen Professor of Consumer Studies at The City University Business School.

In the early 1980s, with Andrew Ehrenberg and Chris Chatfield, he extended the NBD model to account for brand choices. Finally published in 1984^[1] the NBD-Dirichlet model of brand choice successfully modeled the repeated category and brand purchases within a wide variety of markets. 'The Dirichlet', as it became known, accounts for a number of empirical generalisations, including Double Jeopardy, the Duplication of Purchase law, and Natural Monopoly^[2]. It has been shown to hold over different product categories, countries, time, and for both subscription and repertoire repeat-purchase markets^[3]. It has been described as one of the most famous empirical generalisations in marketing.

[edit] References

^ Goodhardt, Gerald J., Andrew S.C. Ehrenberg, and Christopher Chatfield (1984), "The Dirichlet: A Comprehensive Model of Buying Behaviour," Journal of the Royal Statistical Society, 147 (part 5), 621-55.
^ Ehrenberg, Andrew S.C., Mark D. Uncles, and Gerald G. Goodhardt (2004), "Understanding Brand Performance Measures: Using Dirichlet Benchmarks," Journal of Business Research, 57 (12), 1307-25.
^ Sharp, Byron, Malcolm Wright, and Gerald Goodhardt (2002), "Purchase loyalty is polarised into either repertoire or subscription patterns," Australasian Marketing Journal, 10 (3), 7.