Ken Deal

Dr. Ken Deal - Ph.D., MBA, CMRP, Fellow MRIA

Professor
  • Marketing
  • Faculty
  • Tags:
  • mba
  • phd
  • ug

Contact Information

Email: deal@mcmaster.ca
Office: RJC 254
Phone: 905-525-9140 ext. 27430

Professor Deal is an instructor, researcher and consultant, prioritizing marketing analytics, research and modelling to provide significant insights that help organizations build and enhance strategies and guide marketing action. He has extensive experience in the health sector, pharmaceutical research and children’s mental health, many years in the electricity and natural gas sector, and has managed and executed projects across several other industries, including aviation, automotive, tourism, insurance, retail and publishing.

In addition to his academic work, Ken has authored several books on marketing and analytics and is the founder and owner of marketPOWER research inc., and is a recognized and qualified expert in marketing research, often providing expert testimony to the Federal Court of Canada, the Ontario Superior Court of Justice and US courts. He is also a regular instructor at the Institute for Professional Development of the Marketing Research and Intelligence Association and has served on the management board of the Directors College.

Ken’s expertise lies in the area of using sophisticated marketing and marketing research to provide significant insights that help organizations build and enhance marketing strategies. He has developed marketing models to assess the potential of new products, evaluate the effectiveness of advertising and to enhance marketing decisions in a variety of management areas.

Curriculum Vitae

Deal_s Vita 27aug20

  • Ph.D., Marketing and Management Science, State University of New York at Buffalo
  • M.B.A., State University of New York at Buffalo
  • B.S., State University of New York at Buffalo

Ken’s book, Marketing Research: Methods and Canadian Practice, was published in April 1992. The second edition is now in progress. This book adds to Dr. Deal’s other publications that have appeared in a variety of professional and academic journals. Dr. Deal is Chairman of Marketing at McMaster University (1999-2002), a position he held from 1982 to 1986. He served as President of the Professional Marketing Research Society in 1998/1999, as Vice-President in 1997/1998 and as Past President in 1999/2000. Dr. Deal was elected Lifetime Fellow of the Professional Marketing Research Society in May 2000. He is serving as President of the Canadian Survey Research Society in 2000/2001.

 

Peer Reviewed Research Articles:

Cameron Phillips, Ken Deal, July 2020
Evaluating patients’ perception of the risk of acute care visits during systemic therapy for cancer
Journal: JCO Oncology Practice  https://ascopubs.org/doi/full/10.1200/JOP.19.00551

Charles E. Cunningham, .. Ken Deal (2020). 2020
What Influences Educators’ Design Preferences for Bullying Prevention Programs: Multi-Level Latent Class Analysis of a Discrete Choice Experiment
Journal: School Mental Health    https://journals-scholarsportal-info.libaccess.lib.mcmaster.ca/details/18662625/v12i0001/22_wiedpfaoadce.xml

Phillips C, Deal K, Powis M, Singh S, Dharmakuselan L, Naik H, Dobriyal A, Alavi N. “Evaluating patients’ perception of the risk of acute care visits during systemic therapy for cancer”. Journal of Oncology Practice. Full acceptance for publication on 28dec19, to appear in 2020. https://doi.org/10.1200/JOP.19.00551 (Impact factor was 2.828 in 2018.)

Charles E. Cunningham, Heather Rimas, Tracy Vaillancourt, Bailey Stewart, Ken Deal, Lesley Cunningham, Thuva Vanniyasingam, Eric Duku, Don H. Buchanan , Lehana Thabane (2019). “What Influences Educators’ Design Preferences for Bullying Prevention Programs: Multi-Level Latent Class Analysis of a Discrete Choice Experiment”. School Mental Health, accepted 18jun19, published online on 22jun19, https://doi.org/10.1007/s12310-019-09334-0. (Impact factor: 1.593 (2009-2019))

Oliver D, Deal K, Howard M, Qian H, Agarwal G, Guenter D (2019). “Patient trade-offs between continuity and access in primary care interprofessional teaching clinics: a cross-sectional survey using discrete choice experiment”. BMJ Open, 2019; 9:e023578. doi:10.1136/bmjopen-2018-023578, , PMCID, PMC6475162, accepted January 2019. (Impact factor: 2.413 (2017)).

Charles E. Cunningham, Heather Rimas, Tracy Vaillancourt, Bailey Stewart, Ken Deal, Lesley Cunningham, Thuva Vanniyasingam, Eric Duku, Don H. Buchanan , Lehana Thabane (2018). “What Anti-bullying Program Designs Motivate Student Intervention in Grades 5 to 8?.” Journal of Clinical Child and Adolescent Psychology, (accepted December 16, 2018) (2017 Impact Factor: 5.014)

Marshall, Deborah, Ken Deal, Barbara Conner-Spady, Eric Bohm, Gillian Hawker, Lynda Loucks, Karen MacDonald, Tom Noseworthy (2018). “How do Patients Trade-Off Surgeon Choice and Waiting Times for Total Joint Replacement: A Discrete Choice Experiment.” Osteoarthritis and Cartilage, 26 (2018) 522-530. https://doi.org/10.1016/j.joca.2018.01.008 (accepted January 11, 2018.) (2016 Impact Factor: 4.742; 5-Year Impact Factor: 5.070)

Ghasemaghaei, Maryam, Seyed Pouyan, Ken Deal, Khaled Hassanein (2018). “Reviews’ Length and Sentiment as Correlates of Online Reviews’ Ratings”, Internet Research, 28:3(2018), 544-563. DOI 10.1108/IntR-12-2016-0394. (accepted December 28, 2017) (2016 Impact Factor: 2.931; 5-year Impact Factor (2016): 4.580)

Wymbs, FA, Yvonne Chen, Heather Rimas, Ken Deal, Daniel A Waschbusch, William E Pelham (2017). “Examining Parents’ Preferences for Group Parent Training for ADHD When Individual Parent Training is Unavailable.” Journal of Child and Family Studies, accepted Sept 30, 2016, printed 26:888-904. (Impact factor 1.386). Published online 02nov16, DOI 10.1007/s10826-016-0588-1, http://rdcu.be/mir8.

Marshall, Deborah A, Ken Deal, Yvonne Bombard, Natasha Leighl, Karen V MacDonald, Maureen Trudeau, (2016). “How do Women Trade-Off Benefits and Risks in Chemotherapy Treatment Decisions Based on Gene Expression Profiling for Early-Stage Breast Cancer? A Discrete Choice Experiment.” BMJ Open, 2016;6:e010981. Doi:10.1136/bmjopen-2015-010981. (2014 impact factor 2.271)

Karen V MacDonald, Yvonne Bombard, Ken Deal, Maureen Trudeau, Natasha Leighl, Deborah A Marshall (2016). “The Influence of Gene Expression Profiling on Decisional Conflict in Decision-Making for Early-Stage Breast Cancer Chemotherapy”, European Journal of Cancer. 2016;61:85-93. (Accepted March 3, 2016, printed July2016. 2014 impact factor 5.417)

Charles E. Cunningham, Heather Rimas, Stephanie Mielko, Cailin Mapp, Lesley Cunningham, Don Buchanan, Tracy Vaillancourt, Yvonne Chen, Ken Deal & Madalyn Marcus (2016) What Limits the Effectiveness of Antibullying Programs? A Thematic Analysis of the Perspective of Teachers, Journal of School Violence, 15:4, 460-482, DOI: 10.1080/15388220.2015.1095100

Cunningham, Charles E., Heather Rimas ,Yvonne Chen, Ken Deal, Patrick McGrath, Patricia Lingley-Pottie, Graham J. Reid, Ellen Lipman, and Penny Corkum (2015). “Modeling Parenting Programs as an Interim Service for Families Waiting for Children’s Mental Health Treatment,” Journal of Clinical Child and Adolescent Psychology, June, Vol. 44(4), pp. 616-629. Accepted on 10dec13, published online on 04apr2014 DOI: 10.1080/15374416.2014.888666. (2012 Impact Factor: 2.665)

Wymbs, FA, CE Cunningham, Y Chen, H Rimas, K Deal, WE Pelham, DA Waschbusch (2015). “Examining Parents’ Preferences for Group and Individual Parent Training For Children with ADHD Symptoms,” Journal of Clinical Child and Adolescent Psychology, April, 2015, 45(5), 614–631, ISSN: 1537-4416 print/1537-4424 online, DOI: 10.1080/15374416.2015.1004678, accepted on 02nov14. (2012 Impact Factor: 2.665)

Bombard Y, Rozmovits L, Trudeau M, Leighl NB, Deal K, Marshall DA (2015). “The value of personalizing medicine: Medical oncologists’ views on gene expression profiling in breast cancer treatment,” The Oncologist, Vol 20, pp. 351-356; first published on March 6, 2015;doi:10.1634/theoncologist. Accepted Nov 2014, 2015. (2013/2014 Impact Factor: 4.54)

Cunningham, CE, Y Chen, T Vaillancourt, H Rimas, K Deal, Lesley J Cunningham, Jenna Ratcliffe (2015). “Modeling the Anti–Cyberbullying Preferences of University Students: Adaptive Choice–based Conjoint Analysis,” Aggressive Behavior, Vol. 41, pp. 369-385. Accepted for publication in final form on 31jul14, published online 17sep14, DOI: 10.1002/ab.21560. (2011 Impact Factor: 2.63)

Bombard Y, Rozmovits L, Trudeau M, Leighl NB, Deal K, Marshall DA. “Patients’ perceptions of gene expression profiling in breast cancer treatment decisions.” Current Oncology. 2014; 21(2): e203-11. doi: 10.3747/co.21.1524. (2011 Impact Factor: 2.473)

Bombard, Y, L Rozmovits, M Trudeau, N Leighl, K Deal, D Marshall (2014). “Access to personalized medicine: factors influencing the use and value of gene expression profiling in breast cancer treatment,” Current Oncology, Vol 21, 3, 426-433. (2011 Impact Factor: 2.473)

Deal, Ken, Karim Keshavjee, Sue Troyan, Robert Kyba, Anne Marie Holbrook (2014). “Physician and Patient Willingness to Pay for Electronic Cardiovascular Disease Management,” International Journal of Medical Informatics, Vol 83 (2014), 517-528. (2014 Impact Factor: 2.716; 5-Year Impact Factor: 3.214)

Deal, Ken (2014), “Segmenting Patients and Physicians using Preferences from Discrete Choice Experiments,” The Patient: Patient-Centred Outcomes Research, Vol 7 (2014), 5-21. Published online: 11dec13. (DOI: 10.1007/s40271-013-0037-9) (2014 Impact Factor: 1.96) Invited article.

Deal, Ken, Deborah Marshall, Dominika Dabrowski, Alina Charter, Margaret Bukoski, Paul Moayyedi (2013), “Assessing the Value of Symptom Relief with Gastroesophageal Reflux Disease (GERD) Treatment: Willingness-to-Pay Using a Discrete Choice Experiment,” Value in Health, June, Vol. 16 (4), pp. 588-598. (2012 Impact Factor: 2.191; 5 Year Impact Factor: 2.903)

Cunningham, Charles E., Yvonne Chen, Ken Deal, Heather Rimas, Patrick McGrath, Graham Reid, Ellen Lipman, Penny Corkum (2013), The Interim Service Preferences of Parents Waiting for Children’s Mental Health Treatment: A Discrete Choice Conjoint Experiment, Journal of Abnormal Child Psychology, (August, 2013), 41, pp 865-877, published online 24 February 2013, DOI 10.1007/s10802-013-9718-s. (2012 Impact Factor: 3.005)

Cunningham, Charles E., Linda Kostrzewa, Heather Rimas, Yvonne Chen, Ken Deal, Susan Blatz, Alida Bowman, Don H. Buchanan, Randy Calvert, Barbara Jennings (2013), Modeling Organizational Justice Improvements in a Pediatric Health Service, The Patient: Patient-Centred Outcomes Research, Vol. 6, pp. 45-59. DOI 10.1007/s40271-013-0002-7 (Published online 01February2013). (2014 Impact Factor: 1.96)

Cunningham, Charles E., Ken Deal, Yvonne Chen (2010), Adaptive Choice-Based Conjoint Analysis: A New Patient-Centered Approach to the Assessment of Health Service Preferences, The Patient: Patient-Centred Outcomes Research , Vol. 3 (4), pp. 257-273. (2014 Impact Factor: 1.96. Among the Top 5 Downloaded Articles for 90 days prior to 31july2014.)

Cunningham, Charles E., Ken Deal, Heather Rimas, Yvonne Chen, Don H. Buchanan and Kathie Sdao-Jarvie (2009), “Providing Information to Parents of Children with Mental Health Problems: A Discrete Choice Conjoint Analysis of Professional Preferences,” Journal of Abnormal Child Psychology, (November 2009), 37 (8), pg. 1089-1102, DOI 10.1007/s10802-009-9338-9. (2012 Impact Factor: 3.005)

Cunningham, Charles E., Tracy Vaillancourt, Heather Rimas, Ken Deal, Lesley Cunningham, Kathy Short, Yvonne Chen (2009), “Modeling the Bullying Prevention Program Preferences of Educators: A Discrete Choice Conjoint Experiment”, Journal of Abnormal Child Psychology, (October 2009), 37 (7), pg. 929-943, DOI 10.1007/s10802-009-9324-2. (2012 Impact Factor: 3.005)

Cunningham, Charles E., Ken Deal, Heather Campbell, Ann Russell, Jennifer Henderson, Ann Matheson, Blake Melnick (2008), “Using Conjoint Analysis to Model the Preferences of Different Patient Segments for Attributes of Patient-Centered Care,” The Patient: Patient-Centred Outcomes Research,Vol. 1 (4), pp. 317-330. (2014 Impact Factor: 1.96)

Cunningham, Charles E., Ken Deal, Heather Rimas, Don H. Buchanan, Michelle Gold, Katherine Sdao-Jarvie, Michael Boyle (2008), “Modeling the Information Preferences of Parents of Children with Mental Health Problems: A Discrete Choice Conjoint Experiment”, Journal of Abnormal Child Psychology, October, 2008, 36(7), pp. 1123–1138. (2012 Impact Factor: 3.005)

Bart, C.K. and K. Deal, “The governance role of the board in corporate strategy: a comparison of board practices in ‘for profit’ and ‘not for profit’ organizations”, International Journal of Business Governance and Ethics, Vol. 2, Nos. 1/2, 2006.

Cunningham, Charles E., Ken Deal, Alan Neville, Heather Miller and Lynne Lohfeld, “Modeling the Problem-based Learning Preferences of McMaster University Undergraduate Medical Students Using a Discrete Choice Conjoint Experiment”, Advances in Health Sciences Education: Theory and Practice, Vol. 3, No. 2, August 2006, 245-266. (2012 Impact Factor: 2.061)
Deal, K., B. Long and B. Scott. “New Pricing Product Design for Competitive Advantage,” Journal of Professional Pricing, Vol. 7, No. 3, Fall 1998, 25-33.

Butterfield, David, K.R. Deal and A.A. Kubursi, “Measuring the Returns to Tourism Advertising”, Journal of Travel Research. Vol.37, August 1998, 12-20. This paper received the ANBAR Citation of Excellence and was cited as having received the ‘highest quality rating’ by ANBAR Electronic Intelligence. (2012 Impact Factor: 1.899)

Sussman, G., G. Liss, K. Deal, S. Brown, M. Cividino et al. “Incidence of Latex Sensitization among Latex Glove Users”, Journal of Allergy and Clinical Immunology, May 1998. (2012 Impact Factor: 12.046; 5-Year Impact Factor: 10.108)

Conference Presentations

Deal, K.R. “Brand Life Cycle Analysis Using Differential Games.” Proceedings of the Annual Conference of the Canadian Assocaition of Administrative Sciences. Edmonton, Alberta, June 203, 1975. (Also appeared in Marketing in the 1970’s and Beyond. Edited by Bent Stidsen, Hamilton, Ontario: Marketing Division of the Canadian Association of Administrative Sciences, 1975.)

Deal, K.R. and S. Zionts. “A Differential Games Solution to the Optimal Timing of Advertising Expenditures.” Proceedings of the Second Annual Northeast Regional Conference of the American Institute for Decision Sciences. Kingston, Rhode Island, April 13, 1973.

Other, Expert Testimony, reviewed in depth by peers and legal experts

• The GAP, Inc. GAP (ITM) Inc. and GAP (Canada) Inc. v. G.A.P. Adventures Inc., Court File No. T-1024-06, Federal Court of Canada, with Piasetzki Nenniger Kvas LLP for G Adventures Inc. (formerly G.A.P. Adventures Inc.), (2012 affidavit).

• Federal Trade Commission v. Commerce Planet, Inc.; Michael Hill; Charles Gugliuzza and Aaron Gravitz, Case Number CV-09-01234 CJC (RNBx), United States District Court Central District of California, with Greenberg Traurig (Alan Greenberg, Michael Piazza) for Commerce Planet and Charles Gugliuzza, (2011 affidavit, deposed by FTC, prepared for trial testimony, settled prior to trial)

• Pioneer Hi-Bred International, Inc. and Pioneer Hi-Bred Limited v. Richardson International Limited (formerly James Richardson International Limited) and Richardson Pioneer Limited (formerly Pioneer Grain Company, Limited), Court File No. T-1353-08, Federal Court of Canada, Winnipeg, with Smart & Biggar (Brian Isaac, Michael Manson) for Pioneer Hi-Bred International, (2010 affidavit, prepared for trial testimony, settled just prior to trial).

• Bell Canada v. Rogers Communications Inc. and Rogers Cable Communications Inc., Court File No. CV-10-399516, Ontario Superior Court of Justice, with Gowling Lafleur Henderson (Peter Lukasiewicz, James Camp) for Bell Canada, (2010 Report, cross examination).

• Philip Morris Products S.A. and Rothmans, Benson & Hedges Inc. v. Marlboro Canada Limited and Imperial Tobacco Limited, Court File No. T-1784-06, Federal Court of Canada, with Gowlings (Kelly Gill) for Philip Morris, (2010 Report, prepared for trial testimony)

• BMW Canada Inc., Bayerische Motoren Werke Aktiengesellschaft v. Nissan Canada Inc., Court File No. T-1395-05, Federal Court of Canada, with Hitchman and Sprigings (Warren Sprigings, Carol Hitchman) for Nissan, (2006 report and trial testimony)

• Mars, Incorporated and Effem Inc. v. Nestle Canada Inc., Court File No. 05-CV-282051PD1, Ontario Superior Court of Justice, with Smart & Biggar (Mark Evans) for Nestle, (2005 report)

• Tommy Hilfiger Licensing, Inc., Tommy Hilfiger Canada Inc. (Plaintiffs) v. International Clothiers Inc. (Defendant) T-2036-95 Citation: 2003 FC 1087 in the Federal Court of Canada, with Smart & Biggar (Mark Evans). (2003, report)

• Commissioner of Competition v. Sears Canada Inc. (CT-2002/004), 2002 Proceeding – Section 74.01, Notice of Application Filed on 2002.07.22, under subsection 74.01(3) of the Competition Act, R.S.C. 1985, c. C-34, with Ogilvy Renault for Sears Canada. (2002, report, trial testimony)

• Viewpoint International, Inc. (Plaintiff) v. On Par Enterprises Inc. (Defendant), Neutral Citation No. 2001 FCT 629, Docket: T-1678-00 in the Federal Court of Canada, with Gowling Lafleur Henderson, for Viewpoint. (2001, report)

• Dole Food Company, Inc., Dole Foods of Canada Ltd. v. Nabisco Ltd. and Nabisco Ltd. v. Dole Food Company, Inc., Dole Foods of Canada Ltd., Court File No. T-1161-00, Federal Court of Canada, with Gowlings Lafleur Henderson for Dole. (2000 Report)

• Molson Canada v. Oland Breweries Limited/Les Brasseries Oland Limitee: Superior Court of Justice (Court No. 96-CV-101695), with Smart & Biggar (Brian Isaac and Nick Fife), for Oland/Labatts. (2000, report, trial testimony)