FRED M. FEINBERG is Professor of Marketing at the Ross School of Business, University of Michigan. He holds undergraduate degrees in Mathematics and Philosophy from the Massachusetts Institute of Technology, did graduate work in Mathematics at Cornell University, and received a Ph.D. in Management from the MIT-Sloan School of Management. He was previously on the faculties of Duke University�s Fuqua School of Business and the University of Toronto�s Rotman School of Management. For the past two decades, he has taught project-oriented Marketing Research courses, on which much of this text is based, as well as Marketing Models and Statistical Methods for Management. His research concerns… how people make choices in uncertain environments, particularly involving sequential choices among related items (such as brands in the same category), as well as models of advertising and consumer variety-seeking. He is Senior Editor for Marketing at Production and Operations Management and on the editorial boards of Marketing Science, Review of Marketing Science and Marketing Letters. In his spare time, he attempts to play classical piano music that will remain forever beyond his capabilities.