State University of New York at Geneseo
Jones School of Business
Geneseo, NY 14454
Paul A. Scipione, Ph.D.
Professor Emeritus & Director, Survey/Research Center
Jones School of Business, 117A South Hall
585-245-5088 (Direct); 245-5367 (Dept); 245-5467 (Fax)
scipione@geneseo.edu
After distinguished careers in commercial market research and academia, Dr. Scipione has returned to his undergraduate alma mater as part-time faculty member and Director of the Survey/Research Center. He also serves as a role model for undergraduate students.
Dr. Scipione, who retired in June 2004 as tenured Full Professor of Marketing from the School of Business at Montclair State University, has a unique dual background in the fields of Consumer Psychology and Economic Geography. During his 33-year career in MR, he has designed and directed nearly 900 research projects for such clients as AT&T; Dun & Bradstreet; Federal Trade Commission; General Electric; IBM; Ingersoll-Rand; Johnson & Johnson; Kraft/General Foods; National Institutes of Health; Nestle; U.S. Justice Dept. (Antitrust Div.); U.S. Postal Service and Young & Rubicam Advertising. During recent years, he has specialized in litigation research for leading law firms; surveys for health care clients; the development of market simulation models; and demographic analysis. In the latter field he directed the first-ever nationwide survey of the Baby Boom Generation (1984) for client N.W. Ayer.
Prior to teaching, Dr. Scipione held several senior executive positions: Copy Research Director (U.S. offices) at Young & Rubicam, New York; and Senior Vice President and Group Head at Response Analysis Corporation, Princeton (now GfK/NOP). He is a graduate of SUNY Geneseo (B.S., 1968); the State University of New York at Buffalo (M.A., 1971); and Rutgers University (Ph.D., 1973).
Dr. Scipione's research focuses on: (1) the metrics of how consumers make real-world estimations; (2) perceptual distortions as the basis of consumer decision-making;
(3) delineation of commercial territories and communities of interest; (4) place utility modeling; (5) Business History; and (6) the geographic distribution of physicians, hospitals and health care services in the U.S. market. In the latter area, Dr. Scipione has been credited with developing the concept of market topography.
Dr. Scipione has also been recognized for several innovations in research methodology, including: the Pre-Sight copy research system; the Visually Evoked Response Test for measuring brand and consumer personality congruence; and the Communications Positioning Technique (ComPosiT) for measuring advertising effectiveness within a brand positioning framework. He is also the developer of the I-OK, the only validated test used by corporations for selecting employees for international assignments.
At SUNY Geneseo, Dr. Scipione teaches Market Research, Consumer Behavior, The Business of Health Care and the INTD105 Freshman Writing Seminar. At MSU, Dr. Scipione was proud to have received -- by vote of students -- the awards for Outstanding Business Professor (1988) and MSU Professor of the Year (2003).
Dr. Scipione is the author of seven books and 50+ papers and reviews, including:
The Senior Market in America (1976); The Marketing of Alcohol Beverages (1979); and the popular textbook Practical Marketing Research, now in its 10th edition, the first MR textbook ever offered on CD media. His eighth book, A Nation of Numbers: Development of Marketing Research in America, will be published soon. His professional memberships include: AAG; AAPOR; AMA; APA; ARF; and SCP (APA Division 23).
In addition to his academic position at SUNY Geneseo, Dr. Scipione is Founding Partner and Chief Research Officer of a start-up information services company, Quality of Life Research Institute, LLC (Princeton, NJ), a firm whose services help people of all ages find the best places to live and then makes their moves easier.
Dr. Scipione has also been active in public service. He was the longest serving Commissioner (20 years) and Chairman (2000-2004) of the New Jersey Agent Orange Commission, originally appointed in 1984 by Gov. Tom Kean and reappointed by Govs. Jim Florio, Christine Todd Whitman and James McGreevey. He served as Principal or Co-Principal Investigator on NJAOC's pioneering Pointman I and II, ABDC and NJ Physician studies and was Editor of NJAOC's Physicians Desk Guide in 2002. He is a partially-disabled Vietnam veteran (101st Airborne Division, 1969-70), Life Member of the 101st Airborne Division Association and Vietnam Veterans of America and past officer of the New Jersey State Council of VVA. He received a national achievement award from the Marine Corps League and was recently honored for distinguished public service by the New Jersey State Legislature. He is the author of two books about the Vietnam War, the novel Shades of Gray (1988) and MARS: Calling Back to The World from Vietnam, the official history of Military Affiliate Radio System Operations (1994).
Dr. Scipione is an avid ham radio operator (AA2AV in the US; 3W3AV in Vietnam), FCC License Examiner, and Past President of the Electronic Technology Society of NJ. He, his wife Linda (also a 1968 SUNY Geneseo alumnus) and their grandson Christopher recently moved to a custom log home overlooking Conesus Lake in Livonia, NY.
Bio Sketch updated 1-20-2006