Professor Lee G. Cooper

Anderson School at Ucla

110 Westwood Plaza, Los Angeles, Ca 90095-1481

Room: B518 Gold Hall Phone: 310 824-4488 Email:



Acting Assistant Professor (Step II): July 1, 1969

Professor (Step V): July 1, 1998


B.A. 1966 University of California, Berkeley, Psychology

A.M. 1969 University of Illinois at Urbana-Champaign, Psychological Measurement

Ph.D. 1970 University of Illinois at Urbana-Champaign, Psychological Measurement


Chairman, Marketing Faculty, UCLA, 1988-91.

Faculty Advisor Committee, Program in Social Statistics, UCLA, 1987-92.

Director, Management in the Arts Programs, UCLA, 1976-79.

Faculty Advisory Committee, Museum of Cultural History, UCLA, 1981-5.


Courses Taught

Mgt. 264A Marketing Research, 1969-70, 1985-.

Mgt. 266A Product Management, 1990-.

Mgt. 268 The Multiplicative Competitive Interaction Model and Related Models of Choice (with Masao Nakanishi), 1982. Competitive Analysis, 1985-87. Market Information Systems, 1988.

Mgt. 269 Doctoral Seminar in Marketing, 1988 (Market-Structure Analysis), 1990 (Market- Share Analysis), 1992, 93 & 96 (Marketing Theory and Measurement).

Mgt. 213C Introduction to Multivariate Analysis, 1969, 1972-75, 1978, 1980-83.

Mgt. 407 Introduction to Business Statistics, 1970-71.

Mgt. 263A Consumer Behavior, 1971-72.

Mgt. 264C Seminar in Multidimensional Scaling, 1971-73, 1975, 1980, 1982-85.

Mgt. 430 Introduction to Managerial Statistics, 1972.

Mgt. 267 Macromethodological Issues in Doing Research on People, 1972, 1974.

Mgt. 213B Statistical Methods in Management, 1974, 1982-86.

Mgt. 440 Individual Decision Making, 1974-76.

Mgt. 280B Survey of Research Methods and Philosophies, 1975-78.

Mgt. 443 Complex Systems, 1976.

Mgt. 444AB Arts Management Internship, 1977-78.

Mgt. 444AB Management Field Studies, 1980-81.

Mgt. 453 Practicum in Arts Management, 1980-81.

Mgt. 270 Environment of the Art World, 1978.

Mgt. 272A The Role of Management in Artistic Decision-Making (co-taught), 1978.


Books Published:

Perloff, H.S., Bullock, P., Cooper, L.G., Eisner, S. and Faine, H., Arts in the Economic Life of the City, New York: American Council for the Arts, 150 pp. (1979).

Cooper, L.G. and Nakanishi, M., Market-Share Analysis: Evaluating Competitive Marketing Effectiveness, Boston: Kluwer Academic Publishers, 304 pp. (1988).


Chapters in Books:

Cooper, L.G. and Levine, H.G., "Guerilla Science: An Epistemology for the Applied Behavioral Sciences," in Human Systems Development, Tannenbaum, R., Margulies, N., Massarik, F., and Associates, New York: Jossey-Bass, 489-519, 1985.

Meyer, R.J. and Cooper, L.G., "A Longitudinal Choice Analysis of Consumer Response to a Product Innovation," Chapter 20, in Decision Making and Choice Behavior: Behavioural Modelling, Golledge, R. and Timmermans, H. (Eds.), London: Croom-Helm, 424-451, 1987.

Cooper, L.G., "Market-Share Analysis: Communicating Results Through Spreadsheet-Based Simulators," in Data, Expert Knowledge and Decisions, Gaul, W. and Schader, M. (Eds.), Berlin: Springer Verlag, 35-41, 1988.

Cooper, L.G. and Nakanishi, M., "Market-Share Analysis: A Core Technology for Learning about Markets and Competition," in Data, Expert Knowledge and Computer-Aided Decisions, Schader, M. and Gaul, W. (Eds.), Berlin: Springer Verlag, 217-26, 1990.

Cooper, L.G. "Chapter 6. Market-Share Models," in Handbooks of Operations Research and Management Science Vol. 5, Marketing, Eliashberg, J. and Lillien, G. L. (Eds.), Amsterdam: Elsevier Science Publishers, 257-313, 1993.

Marks, R.E., D.F. Midgley and L.G. Cooper, "Adaptive Behavior in Oligopolies," in Evolutionary Algorithms in Management Applications, Biethahn, J. and Nissen, V. (Eds.), Berlin: SpringerVerlag, 225-239, 1995.



Cooper, L.G., CASPER Users Guide. Santa Monica: CASPER Software Products, 105 pp. (1988).

Professional Journal Articles Published:

Cooper, L.G., "A New Solution to the Additive Constant Problem in Metric Multidimensional Scaling," Psychometrika, 37, 3, 311-322 (September 1972).

Tucker, L.R, Cooper, L.G., and Meredith, W., "Obtaining Squared Multiple Correlations from Correlation Matrices Which May be Singular," Psychometrika, 37, 2, 143-148 (June 1972).

Cooper, L.G., "COSCAL A Program for Metric Multidimensional Scaling," Journal of Marketing Research, 9, 201-202 (May 1972).

Cooper, L.G., "A Multivariate Investigation of Preferences," Multivariate Behavioral Research, 8, 253-272 (April 1973).

Nakanishi, M. and Cooper, L.G., "Parameter Estimation for a Multiplicative Competitive Interaction Model-Least Squares Approach," Journal of Marketing Research, 11, 303-311 (August 1974).

Nakanishi, M., Cooper, L.G., and Kassarjian, H.H., "Voting for a Political Candidate Under Conditions of Minimal Information," Journal of Consumer Research, 1, 36-43, (September 1974). Reprinted in Political Marketing: Readings and Annotated Bibliography, Newman B.I. and Sheth, J.N. (Eds.), Chicago: American Marketing Association, 15-22 (1985).

Cooper, L.G. and Thomas, K.W., "Divergent Perceptions of Disagreement," Behavioral Science, 19, 336-343 (September 1974).

Cooper, L.G. and Nakanishi, M., "Extracting Consumer Choice Information from Box Office Records," Performing Arts Review: The Journal of Management and Law of the Arts, 8, 2, 193-203 (1978).

Cooper, L.G. "Some Perspectives on Art, Organizational Behavior and Democracy," The Journal of Management and Law of the Arts, 11, 1-26 (1981).

Cooper, L.G., "Investigating the Effectiveness of Promotional Efforts in Arts Organizations," The Journal of Management and Law of the Arts, 11, 62-69 (1981).

Nakanishi, M. and Cooper, L.G., "Simplified Estimation Procedures for MCI Models," Marketing Science, 1, 314-322 (Summer 1982).

Cooper, L.G. and Nakanishi, M., "Standardizing Variables in Multiplicative Choice Models," Journal of Consumer Research, 10, 96-108 (June 1983).

Cooper, L.G., "A Review of Multidimensional Scaling in Marketing Research," Applied Psychological Measurement, 7, 4, 427-450 (Fall 1983). Reprinted in Multidimensional Scaling and Related Techniques in Marketing Analysis, 2nd Edition, Green, P.E., Carmone, F.J. and Smith, S., Boston; Allyn and Bacon, Inc. (1988).

Cooper, L.G. and Nakanishi, M., "Two Logit Models for External Analysis of Preferences," Psychometrika, 48, 607-620 (December 1983).

Cooper, L.G. and Jacobs, D., "Market Information Systems for the Profession and Science of Arts Management," The Journal of Arts Management and Law, 14, 1, 77-89 (Spring 1984).

Cooper, L.G., "Do We Need Critical Relativism? Comments on `On Method in Consumer Research,'" Journal of Consumer Research, 14, 126-127 (June 1987).

Cooper, L.G., "Competitive Maps: The Structure Underlying Asymmetric Cross Elasticities," Management Science, 34, 6, 707-723 (June 1988).

Carpenter, G. A., Cooper, L.G., Hanssens, D.M., and Midgley, D.F., "Modeling Asymmetric Competition," Marketing Science, 7, 4, 412-433 (November 1988).

Cooper, L.G., de Leeuw, J., and Sogomonian, A.G., "An Imputation Method for Dealing with Missing Data in Regression," Applied Stochastic Models and Data Analysis, 7, 213-235, 1991.

Gupta, S. and Cooper, L.G., "The Discounting of Discounts," Journal of Consumer Research, 19, 3, 401-411 (December 1992).

Schmittlein, D., Cooper, L.G., and Morrison, D.G., "Truth in Concentration in the Land of 80/20 Laws," Marketing Science, 12, 2, 167-183 (Spring 1993).

Cooper, L.G., Klapper, D. and Inoue, A., "Competitive Component Analysis: A New Approach to Calibrating Asymmetric Market-Share Models," Journal of Marketing Research, XXXIII (May, 1996), 224-238.

Cooper, L.G. and Inoue, A., "Building Market Structures from Consumer Preferences," Journal of Marketing Research, XXXIII (August, 1996), 293-306.

Midgley, D.F., Marks, R.E., and Cooper, L.G., "Breeding Competitive Strategies," Management Science, 43, 3 (March 1997), 257-275.

Conference Proceedings Published:

Cooper, L.G., "Procedure for Metric Multidimensional Scaling," 87-88, Proceedings of the Seventy-Ninth Annual Convention of the American Psychological Association (September 1971).

Cooper, L.G. and Nakanishi, M., "Extending the MCI Model Toward a Theory of Individual Choice Behavior," 4 pgs, in Greenberg and Bellenger (Eds.), Contemporary Marketing Thought, 1977 Educators Proceedings.

Cooper, L.G., "A Financial Model for Arts Organizations," 15 pgs, in Cooper, Tschopik, Hannon and Cochran (Eds.), Selected Proceedings of the 1978 UCLA Conference of Professional Arts Managers (1978).

Cooper, L.G., Tschopik, H., Hannon, E.J., and Cochran, C.L. (Eds.), Selected Proceedings of the 1978 UCLA Conference of Professional Arts Managers, Los Angeles: Study Center for Cultural Policy and Management in the Arts (1978).

Cooper, L.G. and Finkbeiner, C.T., "A Composite MCI Model for Integrating Attribute and Importance Information," Advances in Consumer Research, Vol. XI (1983).

Book Reviews:

"Review of Multivariate Analysis: Techniques for Educational and Psychological Research, Tatsuoka, M.," Psychometrika, 39, 269-272 (1974).

"The Measure of All Things, Review of Introduction to Measurement Theory, Allen, M.J. and Yen, W.M.," Contemporary Psychology, 25, 368-369 (1980).

Participation in Public Lectures or Forums:

Invited Speaker, Pepsi Cola Management Institute, 1969.

Three-day workshop to treat the topics of metric and non-metric multidimensional scaling, for post-graduate students at l'Institute d'Etudes Commerciales of the University of Grenoble, France, June 7-9, 1971, (Invited address).

"Innovation and Creativity in the Firm," conference, l'Institute d'Etudes Commerciales of the University of Grenoble, France, June 10-11, 1971, (Invited address).

"Multidimensional Preferences," Colloquium on Mathematics in the Behavioral Sciences, Western Management Science Institute, February 1971, (Invited address).

"Tutorial in Multidimensional Scaling," American Institute for Decision Sciences Western Conference, Las Vegas, March 1975, (Invited address).

"On Integrating Attitudes with Choice," Fourth Management Science Summer Colloquium, Osaka University, Osaka, Japan, August 1975, (Invited address).

Arts Administration Educators Conference, 1976, New York City; 1977, Bloomington, Indiana; 1978, Los Angeles (Program Chairman), (Invited participant); 1979 (Invited Panelist).

"Discovering Homogeneous Groups and Modeling Their Perceptual Processes." The Jacob Marschak Interdisciplinary Colloquium on Mathematics in the Behavioral Sciences. October 31, 1980, (Invited address).

"Estimating Cross Competitive Influences on Market Share" (with Masao Nakanishi and Dominique M. Hanssens). The Procter and Gamble Invitational Psychometric Conference, October 1982, (Invited paper).

"Asymmetric Market-Share Models," University of California, Berkeley, Marketing Faculty Colloquium, December 1984, (Invited colloquium).

"Market-Share Analysis: Communicating Results Through Spreadsheet-Based Simulations," International Workshop to Strengthen Connections Between Data Analysis, Decision Support and Expert Knowledge Representation in Marketing and Related Areas of Research, University of Karlsruhe, Germany, June 21-23, 1987, (Invited address).

"Toward Integrating Scanner-Panel and Store-Level Data," Joint UCLA-USC Marketing Colloquium, USC, May 1989, (Invited address).

"Market-Share Analysis: A Core Technology for Learning about Markets and Competition," NATO Advanced Research Workshop, Hamburg, West Germany, September 3-5, 1989, (Invited address).

"Market-Share Analysis: Work in Progress," Graduate School of Management, University of California, Riverside, April, 1990 (Invited colloquium).

"Spatial Analysis of Choice Data," Invitational Conference on Behavioral Analysis of Choice, Banff, Alberta, Canada, May, 1990 (Invited panelist).

"Discounting of Discounts," UCLA Invitational Colloquium on Branding, Bruinwood, CA, January, 1992 (Invited speaker).

"The Components of Preferences," University of California, Berkeley, Marketing Faculty Colloquium, September 1996, (Invited colloquium).

"Market Structure and Consumer Preference," Japan Society of Consumer Science, November 1996, Nishinomya, Japan (Invited colloquium).

"Comprehensive Estimation of Market Response" Japan Institute of Management Science, November 1996, Nishinomya, Japan (Invited colloquium).

"Planning for Radically New Products" Columbia University and Intel Corporation, December 1997 (Invited addresses).

"Breeding of Competitive Strategies Recent Extensions," Hümboldt University (Berlin), Johannes Güttenberg University (Mainz), December, 1997 (Invited addresses).

Service to the Staff or Editorial Board of Scholarly Journals or Other Publications:

Psychometrika Referee and Reviewer, 1971-74, 1980-92.

Management Science Referee, 1973, 1984, 1987-

Journal of Economics and Business Referee, 1975.

Journal of Consumer Research Referee, 1977-78, 1982-92.

Editorial Board, 1983-87.

Journal of Educational Measurement Referee, 1982.

Journal of Educational Statistics Referee, 1983.

Journal of Marketing Research Referee, 1983-

Journal of Mathematical Psychology Referee, 1984, 1987, 1992.

Marketing Science Referee, 1985-1994.

Applied Stochastic Models & Data Analysis Editorial Board, 1987-

International Journal of Research in Marketing Referee, 1988-95.

Behavioral Research in Accounting Referee, 1988.

Operations Research Referee, 1989-92.

European Journal of Operations Research Referee, 1990, 1996-97.

Handbook of Consumer Behavior Editorial Board, 1990-91.



Design Excellence Award (Research Category) National Endowment for the Arts. For Perloff, Bullock, Cooper, Eisner, and Faine, Arts in the Economic Life of the City. New York: ACA, Inc., 1979.

Ashton-Tate Achievement Award. Grand Prize Winner for the development of CASPER, Fall, 1987. (Contest judged and co-sponsored by PC Magazine.)

Award for Outstanding Contribution, Japan Society for Commercial Sciences, for Market Share Analysis, 1988.

Excellent Publication Award for 1996 Japan Society for Commercial Sciences for "Building Market Structures from Consumer Preferences," Journal of Marketing Research.


National Science Foundation, 1973-75, Foundations of Political Perceptions

National Endowment for the Arts 1976-79, Arts Management Internship Grants

Smithsonian Institute, 1978, Arts Management Education Grant

California Arts Council, 1978, Arts Management Education Grant

Intel Corporation, 1996-97, Project Action, Planning for Radically New Products

Intel Corporation, 1997-98, Planning for Radically New Products




Statistical Consultant, National Training Laboratories, 1969.

Marketing-Research Consultant, Caine Steel Company, 1970.

Management-Information-Systems Consultant, H.U.D. Model Cities Program, 1971.

Psychometric Consultant, Tratec Corporation, 1971-72.

Management Consultant (pro bono),Workshop I.E., 1974.

Psychometric Consultant, Times Mirror Corporation, 1974.

Psychometric Consultant, Hospital Education Foundation of Southern California, 1977.

National Science Foundation, Reviewer, 1981, 1982, 1985, 1991.

Psychometric Consultant, The Procter and Gamble Company, 1981-83, 1985-86.

Psychometric Consultant, Bozell, Jacobs, Kenyon, and Eckhardt, 1986-87.

Marketing-Research Consultant, Saxe Marketing Research, 1988, 93-.

Market-Information-Systems Consultant, Baron & Co. (for A. C. Nielsen), 1988.

Marketing-Research Consultant, etcetera, inc., 1989.

Marketing-Research Consultant, Dailey & Associates (for The California Lottery), 1990.

Market-Share Analysis Consultant, Sun-Maid Growers of California, 1990.

Marketing-Research Consultant, Ventura County Cablevision, 1991.

Canadian Social Science Research Council, Reviewer, 1991, 1995, 1996.

Market-Share Analysis Consultant, General Mills, 1992.

Measurement Consultant, Candle Corp. 1992-93.

Market-Research Consultant (pro bono), The Center Theatre Group, 1992-94.

Market-Research Consultant, The Los Angeles Times, 1993-94.

Methods-Development Consultant, Efficient Market Services, Inc., 1994-.