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As a quantitative marketing scientist, statistician, marketing research methodologist, and his personal friend, I was quite aware that Don Lehmann had worked on many problems at the foundation of measurement central to marketing. Yet, until I reviewed his methodologically oriented research papers, I was (somewhat) unaware of how “timeless” these problems were and that many of the research topics he has covered over the last 50 years are still very relevant (and not fully answered) today. In this reflection on his work, I will comment on several of Don’s papers/problems that “caught my eye,” some relationships to issues I have researched, and why I think they are “timeless” topics/papers.

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What’s Old Is New Again: A Reflection on Don Lehmann’s Research on Measurements, Models, and Metrics

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  • 发表日期：

    2026年

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  • Eric T. Bradlow

摘要

As a quantitative marketing scientist, statistician, marketing research methodologist, and his personal friend, I was quite aware that Don Lehmann had worked on many problems at the foundation of measurement central to marketing. Yet, until I reviewed his methodologically oriented research papers, I was (somewhat) unaware of how “timeless” these problems were and that many of the research topics he has covered over the last 50 years are still very relevant (and not fully answered) today. In this reflection on his work, I will comment on several of Don’s papers/problems that “caught my eye,” some relationships to issues I have researched, and why I think they are “timeless” topics/papers.