Sunghoon Kim

Assistant Professor
TEMPE Campus


  • PhD - Pennsylvania State University
  • MAS - Pennsylvania State University, 2014.

Research Interests

  • Identifying Meaningful Pattern from Various Marketing Data
  • Segmentation Methodologies featuring Variable Selection
  • Spatial Models in Marketing
  • Machine Learning algorithm for Online Consumer Reviews
  • Service Marketing.


  • Fong, Duncan, Sunghoon Kim, Zhe Chen, and Wayne S. DeSarbo (2016), “A Bayesian Multinomial Probit Model for the Analysis of Panel Choice Data”, Psychometrika, 81 (1), pp. 161-183.
  • Kim, Sunghoon, Simon Blanchard, Wayne S. DeSarbo, and Duncan Fong (2013), “Implementing Managerial Constraints in Model Based Segmentation: Extensions of Kim, Fong, and DeSarbo (2012) with an Application to Heterogeneous Perceptions of Service Quality”, Journal of Marketing Research, 50 (5), pp. 664-673.
  • Kim, Sunghoon, Duncan Fong, and Wayne S. DeSarbo (2012), “Model Based Segmentation Featuring Simultaneous Segment Level Variable Selection”, Journal of Marketing Research, 49 (5), pp. 725-736.


Spring 2017
Course NumberCourse Title
MKT 591Seminar
Spring 2016
Course NumberCourse Title
MKT 591Seminar
Spring 2015
Course NumberCourse Title
MKT 352Marketing Research

Work History

Arizona State University: 2014-present.