David S. Bunch
Professor of Management
Research Expertise: Marketing research, marketing science, decision and management sciences, consumer choice behavior, choice modeling, new product development and introduction
Professor David Bunch is an internationally recognized expert on marketing research,marketing science and decision and management sciences. His research interests include consumer choice behavior, choice modeling, new product development and introduction, travel behavior, and vehicle choice and alternative fuel vehicles.
Bunch has consulted on transportation issues for public utilities, the California Energy Commission and the U.S. Department of Energy. He has accessed the acceptance and potential impact of alternative fuel vehicles, the impact of telecommuting on travel and other transportation-choice issues.
He has contributed to recent advances in discrete choice modeling methods, which are used to understand and predict the choices consumers make when they must select one product from a competing set of products. Bunch is a frequent presenter at U.S. and international conference and meetings. He has published more than 25 papers in top academic journals.
Room 3402
293 Product Management
The course is designed to provide an in-depth understanding of the requirements, issues, and tools involved in marketing existing products/services. The major topic areas covered include: The product management system, market planning, and control. Unifying and integrating marketing concepts from the core and the marketing electives (through the use of a marketing simulation).
249 Marketing Research
Teaches how to design, implement, and evaluate proposals on the gathering of critical marketing information. This includes size of market, demographic makeup, market share of competitors, product attributes, size of market segments, pricing, advertising, sales force, and sales forecasting. Skills to be taught include how to access syndicated research such as Nielson surveys, how to recruit and moderate focus groups, design of questionnaires, random sampling theory, multivariate statistical analysis, conjoint analysis, design of experiments.
Potential Design, Implementation, and Benefits of a Feebate Program for New Passenger Vehicles in California: Interim Statement of Research Findings
UC Davis Institute of Transportation Studies, 2010
Professor David Bunch and co-author David Greene of Oak Ridge National Laboratory completed a comprehensive study to assess the potential design, implementation, and benefits of a feebate program in California as well as possible stakeholder responses. This interim document summarizes the study’s key findings. A forthcoming project final report will include a more detailed presentation of results, and complete documentation on modeling and analysis tools, study methods, and limitations.
Follow-on Development of CARBITS: a Response Model for the California Passenger Vehicle Market
State of California Air Resources Board, 2009
CARBITS is a market simulation model for the passenger vehicle market in California. Professor David S. Bunch developed CARBITS for the ARB during 2003-04 under a contract with the University of California, Davis. Its primary purpose is as a scenario analysis tool to evaluate market response under alternative regulation scenarios.
The American Put Option and Its Critical Stock Price
The Journal of Finance, 2000
In this paper, Professor David Bunch and co-author Herb Johnson of the University of California, Riverside derive an expression for the critical stock price for the American put. The authors start by expressing the put price as an integral involving first-passage probabilities. This approach yields intuition for Merton’s result for the perpetual put. The authors then consider the finite-lived case.