Paul Edgar Green (4 April 1927 – 21 September 2012)[1] was an American marketing professor and statistician.
He was the founder of conjoint analysis and one of "major architects of modern marketing science and practice", having popularised the use of Bayesian statistics, multidimensional scaling, clustering, and qualitative data analysis within the marketing discipline.
[6] He wrote more than sixteen books and 200 articles on market research-related subjects.
[7] His seminal article "Conjoint Analysis in Consumer Research: Issues and Outlook,"[8] has been cited more than 750 times in ISI.
In 1996 the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research was established in his honour.