Edward McQuarrie : Vita : Faculty : Leavey School of Business : SCU

Faculty: Edward F. McQuarrie
Department of Marketing
Leavey School of Business
Santa Clara University

EDUCATION
Ph.D., University of Cincinnati (1985): Social Psychology.
B.A., Evergreen State College, Olympia, WA (1976): Psychology and Literature (also attended the University of Massachusetts [1974] and Vassar College [1971-73]).

TEACHING EXPERIENCE

2000-present	Professor, Santa Clara University, Department of Marketing
1992-2000:	Associate Professor, Santa Clara University, Department of Marketing
1985-1992:	Assistant Professor, Santa Clara University, Department of Marketing
1982-1984:	Instructor, Northern Kentucky University, Department of Marketing

OTHER ACADEMIC EXPERIENCE

1996-present:
	Associate Dean for Graduate Studies, Leavey School of Business, Santa Clara University Professional Experience 1988- present: Conduct seminars on the topics covered in my two books (Customer Visits and The Market Research Toolbox, see below). Major clients have been Hewlett-Packard, Sun Microsystems, and the Executive Development Center at Santa Clara (Cadence Design, Taiwan Semiconductor). Other clients since promotion to associate professor include computer manufacturers (Amdahl, Apple, Compaq, Digital Equipment, Silicon Graphics, Unisys); software firms (Microsoft, Informix, Sybase, Symantec); instrument & equipment makers (Cisco, Fluke, Harris, Motorola, Northern Telecom, Tektronix, Varian); and business-to-business marketers (CIGNA, W.R. Grace, Milliken, Pitney-Bowes, Sealed Air, Trane, Ziff-Davis).
1999:
	Conduct semiotic analysis of advertising in the imported beer category for Saatchi & Saatchi, New York.
1995-98:
	Consulting Editor, Sage Publications. Advise editor on the acquisition of manuscripts in the areas of marketing and advertising; assist in the review of book proposals; participate in t he review of completed manuscripts.
1980-1992:
	Moderate focus groups, conduct depth interviews, and perform copy tests of advertisements for Burke Marketing Research.

PUBLICATIONS
1.Books
McQuarrie, E. F. Customer Visits: Building a Better Market Focus (2nd ed.). Newbury Park, CA: Sage, 1998 (1st ed. published in 1993). McQuarrie, E. F. The Market Research Toolbox: A Concise Guide for Beginners, Newbury Park, CA: Sage, 1996.
2.Refereed Journals
McQuarrie, E. F. and D. Mick, "Visual Rhetoric in Advertising: Text-Interpretive, Experimental, and Reader-Response Analyses," Journal of Consumer Research 26, 1 (1999): 37-53.
McQuarrie, E. F. "Have Laboratory Experiments Become Detached from Advertiser Goals? A Meta-Analysis," Journal of Advertising Research, 38, 6 (1998), 15-26.
Allen, C., E. F. McQuarrie, and T. Barr, "Implementing the Marketing Concept One Employee at a Time: Pinpointing Beliefs about Customer Focus as a Lever for Organizational Renewal," Journal of Market-Focused Management, 3, (1998), 151-170.
McQuarrie, E. F. (1995), "Taking a Road Trip: Customer Visits Help Companies Recharge Relationships and Pass Competitors," Marketing Management 3 (Spring), 8-21.
McQuarrie, E. F. and D. Mick, "Figures of Rhetoric in Advertising Language," Journal of Consumer Research 22, 4 (1996): 420-434.
McQuarrie, E. F. and D. Mick, "On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric," Journal of Consumer Research 19, 3 (1992): 180-197.
Bruno, A.V., E. F. McQuarrie and C. Torgrimson, "The Evolution of New Technology Ventures Over 20 Years: Patterns of Failure, Merger and Survival," Journal of Business Venturing, 7 (1992): 291-302.
Richins, M. L., P. H. Bloch and E. F. McQuarrie, "How Enduring and Situational Involvement Combine to Create Involvement Responses," Journal of Consumer Psychology 1, 2 (1992): 143-153.
McQuarrie, E. F., "The Customer Visit: Qualitative Research for Business-to-Business Marketers," Marketing Research 3, 1 (1991): 15-28.
McQuarrie, E. F. and K. Iwamoto, "Public Opinion Toward Computers As A Function of Exposure," Social Science Computing Review 8, 2 (1990): 221-233.
McQuarrie, E. F., "The Impact of a Discontinuous Innovation: Outcomes Experienced by Owners of Home Computers," Computers in Human Behavior 5 (1989): 227-240.
McQuarrie, E. F., "An Alternative to Purchase Intentions: The Role of Prior Behavior in Consumer Expenditure on Computers," Journal of the Market Research Society 30, 4 (1988): 407-437.
McQuarrie, E. F. and D. Langmeyer, "The Relation of Planned to Actual Spending Among Owners of Home Computers," Journal of Economic Psychology 8 (1987): 141-159.
McQuarrie, E. F. and S. McIntyre, "What Focus Groups Can and Cannot Do: A Reply to Seymour," Journal of Product Innovation Management 4 (1987): 55-60.
Munson, J. M. and E. F. McQuarrie, "The Factorial and Predictive Validities of a Revised Measure of Zaichkowsky's Personal Involvement Inventory," Educational Psychology and Measurement, 47 (1987): 773-782.
McQuarrie, E. F. and S. McIntyre, "Focus Groups and the Development of New Products: Some Guidelines," Journal of Product Innovation Management 3 (1986): 40-47.
McQuarrie, E. F. and D. Langmeyer, "Using Values to Measure Attitudes toward Discontinuous Innovations," Psychology and Marketing 2 (1985): 239-252.
3.Chapters in Collections
McQuarrie, E. F. "Der Beitrag von Kundenbesuchen zur Kundenzufriedenheit," in Kunden Zufriedenheit: Konzepte, Methoden, Erfahrungen (3rd ed.), eds. Hermann Simon and Christian Homburg, Sonderdruck: Gabler, 1998, 294-310. (Also appeared in the 1st and 2nd editions published in 1996 and 1997.)
McQuarrie, E. F. and S. McIntyre, "What the Group Interview Can Contribute to Research on Consumer Phenomenology," in Research in Consumer Behavior, Vol. 4, ed. Elizabeth C. Hirschman, Greenwich, CT: JAI Press, 1990, 165-194.
McQuarrie, E. F., "Advertising Resonance: A Semiological Perspective," in Interpretive Consumer Research, ed. Elizabeth C. Hirschman, Provo, UT: Association for Consumer Research, 1989, 97-114.
4.Technical Reports
Allen, C., E. F. McQuarrie, and T. Barr (1999), "Implementing the Marketing Concept One Employee at a Time: Pinpointing Beliefs about Customer Focus as a Lever for Organizational Renewal," Marketing Science Institute Working Paper Series, Report 98-125, November 1998.
McQuarrie, E. F. and S. McIntyre, "The Customer Visit: An Emerging Practice in Business-to-Business Marketing," Marketing Science Institute Working Paper Series, Report 92-114, May 1992.
McQuarrie, E. F. and S. McIntyre, "Implementing the Marketing Concept Through a Program of Customer Visits," Marketing Science Institute Working Paper Series, Report 90-107, March 1990.
5.Proceedings
McQuarrie, E. F. and D. Mick, "Reflections on Classical Rhetoric and the Incidence of Figures of Speech in Contemporary Magazine Advertisements," Advances in Consumer Research, Vol. 20, eds. L. McAlister and M. Rothschild, Provo, UT: Association for Consumer Research, 1993: 308-313.
McQuarrie, E. F. and J. M. Munson. "A Revised Product Involvement Inventory: Improved Usability and Validity." Advances in Consumer Research, Vol. 19, edited by John Sherry and Brian Sternthal. Provo, UT: Association for Consumer Research, 1992, pp. 108-115.
McQuarrie, E. F., "How Does an Advertisement Mean--Cue, Claim, Metaphor, Resonance? Discussant Comments," Advances in Consumer Research, Vol. 17, eds. G. Gorn, M. Goldberg & R. Pollay, Provo, UT: Association for Consumer Research, 1990, 658-661.
McQuarrie, E. F. and S. McIntyre, "Conceptual Underpinnings for the Use of Focus Groups in Consumer Research," Advances in Consumer Research, Vol.15, ed. Michael Houston, Provo, UT: Association for Consumer Research, 1988, 580-586.
Munson, J. M. and E. F. McQuarrie, "Shortening the Rokeach Value Survey for Use in Consumer Research," Advances in Consumer Research, Vol.15, ed. Michael Houston, Provo, UT: Association for Consumer Research, 1988, 381-386.
McQuarrie, E. F. and J.M. Munson, "The Zaichkowsky Personal Involvement Inventory: Modification and Extension," Advances in Consumer Research, Vol. 14, eds. Mellanie Wallendorf and Paul Anderson, Provo, UT: Association for Consumer Research, 1987, 36-40.
6.Book Reviews
McQuarrie, E. F., Review of The Handbook for Focus Group Research, by Thomas L. Greenbaum, and Successful Focus Groups: Advancing the State of the Art, edited by David L. Morgan. Journal of Marketing Research 31 (1994): 434-437.
McQuarrie, E. F., Review of Focus Groups: Theory and Practice, by David W. Stewart and Prem N. Shamdasani. Journal of Marketing Research 28 (1991): 377-380.
McQuarrie, E. F., Review of Designing Qualitative Research by Catherine Marshall and Gretchen Rossman. Journal of Marketing Research 27 (1990): 370-371.
McQuarrie, E. F., Review of Focus Groups as Qualitative Research by David Morgan & The Long Interview by Grant McCracken. Journal of Marketing Research 27 (1990): 114-117.
McQuarrie, E. F., Review of Focus Groups: A Practical Guide for Applied Research by Richard A. Krueger. Journal of Marketing Research 26 (1989): 371-372.
McQuarrie, E. F., Review of The Practical Handbook and Guide to Focus Group Research by Thomas L. Greenbaum & Focus Groups: A Guide for Marketing and Advertising Professionals by Jane Templeton. Journal of Marketing Research 26 (1989): 121-125. 7.Papers
Academic Audiences
"Incongruity in Advertising," with D. Mick. Paper presented at the annual conference of the Association for Consumer Research in Montreal, October, 1998.
"Visual Rhetoric in Advertising," paper presented to a Leavey School research seminar, April 1998.
"Consumer Research: Intellectual Exercise in the Ivory Tower or What the Real World Should Be Listening To?" part of a panel discussion sponsored by the Consumer Behavior SIG of the AMA at the Association for Consumer Research, Denver, October, 1997.
"Truths, Half-Truths, and Opinion on Combining Qualitative and Quantitative Methodologies," with S. Fournier and D. Mick. Paper presented at the annual conference of the Association for Consumer Research in Tucson, October, 1996.
"Visual Rhetoric in Advertising: An Experimental Inquiry," with D. Mick. Paper presented at the annual conference of the Association for Consumer Research in Tucson, October, 1996.
"On the Neglect of Verisimilitude in Advertising Experiments." Presented to the Stanford-Berkeley-Santa Clara Marketing Symposium, Santa Clara, May, 1996.
"On the Neglect of Verisimilitude in Advertising Experiments." Presented to Marketing faculty at the University of Southern California, Los Angeles, March, 1996.
"The Customer Visit," with S. McIntyre. Paper presented at the Market-Focus conference sponsored by the Marketing Science Institute, Cambridge, MA, December 1991.
"Telecommunications Marketing: Face-to-Face Technologies for Interaction." Paper presented at the Center for Telecommunications Management Workshop on Information and Communication Technologies, University of Southern California, April 1990.
"Developing Coordinated Customer Visit Programs: Managing the Interface," with S. McIntyre. Paper presented to Marketing Science Institute Conference on Communicating with Industrial Buyers, Melbourne, Florida, March 1989.
"Discussant's Comments." Special Session on Information and Communication Technologies, Association for Consumer Research, Honolulu, October 1988.
"How to Read the Subtext of Advertisements; Suggestions from McLuhan and Barthes." American Marketing Association, Toronto, August 1987.
Practitioner Audiences
"State-of-the-Art Customer Visits." Paper presented at the Voice of the Customer conference sponsored by the Product Development Management Association and the International Institute for Research, San Francisco, March 1999.
"Customer Visits." Paper presented to the Strategic Leadership Conference sponsored by the Planning Forum, Atlanta, April 1996.
"Customer Visits." Paper presented to the Management Roundtable Conference on Product Definition, San Diego, September, 1995.
"Hearing the Voice of the Customer." Paper presented at the 7th Workshop of the International Association for Electronic Product Development, Minneapolis, MN, June 1992.

ACADEMIC HONORS
Awards
Leavey School of Business, Santa Clara University, 1998. Dean's award for extraordinary performance.
Leavey School of Business, Santa Clara University, 1996. Dean's award for Research.
Leavey School of Business, Santa Clara University, 1992. Dean's award for Teaching.
Marketing Science Institute, Market-Driven Quality Competition, 1991. Won first prize in this national competition with a research proposal titled, "The Customer Visit: A Tool for Total Quality Management."
Grants
Leavey School of Business, Santa Clara University, 1996. Leavey grant for research on advertising rhetoric.
Marketing Science Institute (with Shelby McIntyre), 1989. Study how customer visits can contribute to a marketing orientation.
University Grant, Santa Clara University, 1989. Develop course on the ethics of advertising and selling.
Exxon Education Foundation, Science Technology and Society Program (with Kichi Iwamoto), under the auspices of a University Grant from Santa Clara University, 1986. Conduct survey of adult citizens and students about attitudes toward computer technology.
Presidential Grant, Santa Clara University, 1985. Conduct a follow-up survey of computer owners.
National Science Foundation, Sociology Program: Doctoral Dissertation Grant, 1984. Awarded funds to conduct a national survey of owners of home computers.
National Endowment for the Humanities: Youth Grant, 1979. Awarded nine-month stipend to study Greek tragedy and dream interpretation.

UNIVERSITY SERVICE
1.Santa Clara University
WASC accreditation effort (1997-99). Prepared Leavey School Self-Study Report as part of the WASC effort. Advised Don Dodson and Charles Erekson on the design of faculty and alumni surveys for the university's self-study. Contributed statistical re-analyses of existing data sets (Crane data, HERI Freshman and Senior Surveys) to the university effort.
Web Management Taskforce (1996-97). Affiliated with the Technology Steering Committee, this group helped set the parameters of the university's initial web site design effort.
Scholar, Applied Ethics Center (1992-95).
Human Subjects Committee (Chair, 1991-93; member, 1987-1991).
University Research Committee (1989-1991).
Faculty Survey (1989-90). Designed, conducted, analyzed and reported this survey (with Chuck Powers of the Teaching and Learning Committee)
2.Leavey School of Business
Associate Dean, Graduate Studies (1996-99; re-appointed 1999). Responsible for marketing and curriculum policy for all graduate programs.
Chair, MBA Policy Committee (Spring 95; member, 1993-95).
Chair, Taskforce on Instructional Evaluation and Development (1993-95). Redesigned the instrument used to evaluate the teaching of Leavey faculty, and organized discussion and vote on the new instrument and accompanying revisions to the annual merit review procedure for business faculty.
Curriculum Revision Taskforce (1992). Member of three person taskforce that designed the MBA curriculum revision ultimately selected by the faculty from among competing proposals.
Undergraduate Curriculum Task Force (1989-1991).
Beta Gamma Sigma Honorary Society (President, 1992-present; Secretary, 1986-1992). Advisor, Business Administration Association 1987-1992.
3.Marketing Department Service
Recruiting (1996, 1997, 1999). Member of department recruiting team, screening candidate resumes and interviewing candidates at the national Marketing conference. MBA Equivalency Exam (1994). Served on Departmental taskforce to revise equivalency exam for entry level MBA marketing class.
Doctoral Consortium (1994). Assisted the Department in hosting the AMA Doctoral Consortium.

PROFESSIONAL SERVICE

1999	Appointed to Editorial Review Board of the Journal of Consumer Research
1996-1999	Member of the Program Committee for the annual Association for Consumer Research conference.
1994-present	Ad hoc reviewer, Journal of Advertising
1993-1999	Ad hoc reviewer, Journal of Consumer Research
1992-present	Occasional ad hoc reviews for Journal of Marketing, Journal of Economic Psychology, Psychology and Marketing, Association for Consumer Research conference, American Marketing Association conference.

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