Vivek Patil

Vivek H. Patil, Ph.D.

Professor of Marketing and Director of Graduate Business Programs, Gonzaga University

Combining measurement theory and statistics with frameworks from economics, social psychology, and cognitive psychology to examine human behavior across diverse domains. Over two decades of teaching and research experience spanning marketing, healthcare, economics, and social justice applications. Also an entrepreneur and founder of VeloxPortfolio.com, an AI-powered tool that transforms PDF resumes into hosted portfolio websites and generates cover letters for students, job seekers, and career changers.

New Book Margin of Error — Statistics for a World That Needs Better Decisions

Education

Interdisciplinary academic foundation spanning business and engineering across institutions in the United States and India.

University of Kansas
Doctoral degree in Marketing from a leading public research university, providing comprehensive training in consumer behavior, research methodology, and statistical analysis.
2006

Ph.D., Business (Marketing)

The University of Kansas
Lawrence, KS
BITS Pilani
Master's degree in Software Systems providing technical foundation in programming, systems design, and engineering principles that inform data analytics approach.
2000

M.Eng., Software Systems

Birla Institute of Technology and Science
Pilani, India
BITS Pilani
Master's degree in Management Studies providing foundational business knowledge in strategy, operations, and organizational behavior.
1997

Master of Management Studies

Birla Institute of Technology and Science
Pilani, India

Book

A statistical thinking guide using real stories and data to help business professionals reason under uncertainty and evaluate quantitative claims.

Cover of Margin of Error: Statistics for a World That Needs Better Decisions by Vivek H. Patil
New Release

Margin of Error

Statistics for a World That Needs Better Decisions

Margin of Error is a statistical thinking guide that uses real stories and data to help business professionals, students, and curious readers reason under uncertainty and evaluate the quantitative claims that shape everyday decisions. The book is paired with a companion library of interactive apps that let readers explore the concepts hands-on.

Visit Book Site Interactive Apps

Research Publications

Over 25 articles examining human behavior through measurement theory, statistics, and behavioral frameworks across marketing, healthcare, economics, and social justice applications. Select articles are listed below.

2025
Rev. Jerry Cavanaugh S.J. Best Paper Award · 2025

The Journal of Jesuit Business Education: An Analysis of Collaboration Networks

Journal of Jesuit Business Education, Volume 16
Patil, Vivek H.
Social network analysis examining scholarly collaboration patterns in Jesuit business education research, identifying key contributors and institutional partnerships across academic institutions. Recipient of the 2025 Rev. Jerry Cavanaugh S.J. Best Paper Award for the best paper in Volume 16 of the Journal of Jesuit Business Education.
2025

Beyond the Algorithm: Ethical Frameworks for Responsible Lending

Journal of Jesuit Business Education (forthcoming)
Valluri, Chandrasekhar, Vivek H. Patil, and Nicholas J. Santos
Explores ethical considerations in algorithmic lending decisions, proposing frameworks for responsible financial technology implementation in business practice.
2022

A Conceptual Review of Churn in Business

Journal of Management and Marketing Research, 26
Valluri, Chandrasekhar, Vivek H. Patil, and Sudhakar Raju
Comprehensive review of customer churn literature across industries, providing theoretical framework for understanding retention challenges and strategic implications.
PDF
2022

From Research to Practice: Incorporating Consumer Bankruptcy into Community Development Initiatives

Community Development
Hackney, Donald D., Daniel L. Friesner, and Vivek H. Patil
Bridges academic research and community practice by examining how consumer bankruptcy research can inform community development programs and policy initiatives.
DOI
2022

First-Author Gender Differentials in Business Journal Publishing: Top Journals Versus the Rest

Scientometrics
Joanis, Steven T. and Vivek H. Patil
Analyzes gender representation patterns in business journal publishing, examining differences between top-tier and other academic publications using bibliometric analysis.
DOI
2022

Customer Determinants of Used Auto Loan Churn: Comparing Predictive Performance Using Machine Learning Techniques

Journal of Marketing Analytics, 10, 279-296
Valluri, Chandrasekhar, Sudhakar Raju, and Vivek H. Patil
Applies various machine learning algorithms to predict customer churn in subprime auto lending market, comparing model performance and identifying key behavioral predictors.
DOI
2021

Visualization of Statistically Significant Correlation Coefficients from a Correlation Matrix: A Call for a Change in Practice

Journal of Marketing Analytics, 9 (4), 286-297
Patil, Vivek H. and Frederick H. Franken
Examines current practices in correlation matrix visualization and proposes improved methods for displaying statistical significance, with development of interactive R tools.
DOI Tool
2021

Alphabetical Ordering of Author Surnames in Academic Publishing: A Detriment to Teamwork

PLOS ONE, 16(5): e0251176
Joanis, Steven T. and Vivek H. Patil
Investigates the impact of alphabetical author ordering conventions on collaboration patterns and career outcomes in academic publishing using empirical analysis.
DOI
2020

A Concentric Framework for Leveraging Big Data for Business Value

International Journal of Big Data Management, 1 (2), 166-180
Chuang, Ta-Tao, Kazuo Nakatani, and Vivek H. Patil
Proposes systematic framework for extracting business value from big data initiatives, addressing organizational and technical considerations for implementation.
DOI
2019
Thomas A. Bausch Best Paper Award · IAJBS 2018

Mission-related Outcomes Assessment at a Jesuit Catholic University

Journal of Jesuit Business Education, 10 (July), 114-139
Loroz, Peggy Sue. and Vivek H. Patil
Develops framework for measuring mission-related learning outcomes in Jesuit business education, with practical applications for institutional assessment and improvement. Recipient of the Thomas A. Bausch Best Paper Award at the 2018 World Forum of the International Association of Jesuit Business Schools (IAJBS).
2016

Community Sport Social Benefits: A Basis for Continuous Improvement

Athens Journal of Sports, 3 (2), 129-142
Bozman, Carl S., Vivek H. Patil, Lada V. Kurpis, and Kevin Lehman
Examines social benefits of community sport events and provides framework for continuous improvement in community engagement and stakeholder satisfaction.
2015

Gender and Publication Activity in Top Marketing Journals

Academy of Marketing Studies Journal, 19 (3), 216-228
Patil, Vivek H.
Examines gender representation patterns in marketing journal publishing, contributing to understanding of diversity in academic marketing research.
2015

An Exploratory Study of the Effects of Exhaustion and Social Support on Business Students' Persistence

Academy of Educational Leadership Journal, 19 (3), 187-193
Law, Daniel W. and Patil, Vivek H.
Investigates factors affecting student persistence in business education, examining the roles of exhaustion and social support in academic success.
2014

Identification of Influential Marketing Scholars and their Institutions Using Social Network Analysis

Journal of Marketing Analytics, 2 (4), 239-249
Patil, Vivek H.
Applies social network analysis methods to identify key scholars and institutional relationships in marketing academia using bibliometric data.
2014

Assessment of Outcomes: The Effect of Incentives on Student Participation Rates and Performance Levels

Journal of the Academy of Business Education, 15 (Fall), 41-55
Helgeson, James G and Vivek Patil
Examines the impact of incentives on student participation and performance in business education, providing insights for instructional design.
2014

Build a Shiny Application to Analyze #Bluemix Sentiment using the Bluemix R Custom Buildpack

IBM developerWorks
Patil, Vivek and Armand Ruiz Gabernet
Technical tutorial demonstrating sentiment analysis application development using R Shiny and IBM Bluemix cloud platform for social media analytics.
2014

Outcomes Assessment for Mission: Measuring the Impact of Jesuit Education

Journal of Jesuit Business Education, 5 (1), 15-33
Patil, Vivek H., Peggy Sue Loroz, and Richie L. Liu
Examines methodologies for assessing mission-related educational outcomes at Jesuit institutions, contributing to institutional effectiveness research.
2014

Self-Leadership and Burnout: An Exploratory Study

International Journal of Business and Social Science, 5 (9), 7-13
Elloy, David and Vivek H. Patil
Investigates the relationship between self-leadership strategies and burnout symptoms in organizational contexts using empirical analysis.
2013

The Impact of Consumption Hassle on Pricing Schedules

Managerial and Decision Economics, 34 (1), 1-14
Joseph, Kissan, Ramanathan Subramaniam, and Vivek Patil
Examines how consumption-related inconveniences affect consumer pricing preferences and optimal pricing strategies for service providers using economic modeling.
2012

Exploring the Relationship between Organization-Based Self Esteem and Burnout: A Preliminary Analysis

International Journal of Business and Social Science, 3 (9), 283-288
Elloy, David and Vivek H. Patil
Preliminary investigation into the relationship between organizational self-esteem and burnout symptoms using survey methodology and statistical analysis.
2011

Advancing a Mission-Centered Business School: A Process for Engaging Faculty and Tracking Progress

Journal of Jesuit Business Education, 2 (1), 79-96
Pepper, Molly, Peggy Sue Loroz, Vivek Patil, Christopher Stevens, and Paul Buller
Describes systematic approach for integrating mission-centered values into business school operations and faculty development processes at Jesuit institutions.
2010

The Use of Exploratory Factor Analysis in Public Health: A Note on Parallel Analysis as a Factor Retention Criterion

American Journal of Health Promotion, 24 (3), 178-181
Patil, Vivek H., Matthew Q. McPherson, and Daniel L. Friesner
Demonstrates application of parallel analysis in public health research contexts, providing methodological guidance for health behavior measurement and scale development.
2008

Efficient Theory Development and Factor Retention Criteria: Abandon the 'Eigenvalue Greater Than One' Criterion

Journal of Business Research, 61 (2), 162-170
Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan
Advocates for parallel analysis over the traditional eigenvalue-greater-than-one rule in exploratory factor analysis, with practical implications for measurement theory and research methodology.
2008

Focusing Your Walking Intervention's Message

Californian Journal of Health Promotion, 6 (1), 73-86
Friesner, Daniel L., Matthew Q. McPherson, and Vivek H. Patil
Examines effective messaging strategies for walking intervention programs, contributing to public health promotion and behavior change research.
2005

A Communications View of Web Page Perception

Journal of Current Issues and Research in Advertising, 27 (1), 31-52
Singh, Surendra N., Nikunj Dalal, Sanjay Mishra, and Vivek H. Patil
Applies communications theory to understand how users perceive and process web page information, with implications for digital marketing and user experience design.
2005

Author Order and Research Quality

Southern Economic Journal, 71 (3), 545-55
Joseph, Kissan, David Laband, and Vivek Patil
Investigates the relationship between author ordering in academic publications and research quality indicators using empirical analysis of publication patterns.

Awards & Honors

Recognition for research contributions to business education and Jesuit scholarship.

Rev. Jerry Cavanaugh S.J. Best Paper Award

2025

For "The Journal of Jesuit Business Education: An Analysis of Collaboration Networks," recognized as the best paper in Volume 16 of the Journal of Jesuit Business Education.

Thomas A. Bausch Best Paper Award

2018

For the paper subsequently published as "Mission-related Outcomes Assessment at a Jesuit Catholic University" (with Peggy Sue Loroz), recognized as the best paper at the 2018 World Forum of the International Association of Jesuit Business Schools (IAJBS).

Data Visualization & Tools

Open-source R tools, applications, and tutorials developed to support statistical analysis, research methodology, and community engagement initiatives. Some of them are displayed below.

Margin of Error book cover
Interactive R Shiny applications accompanying the book Margin of Error, letting readers explore statistical concepts — sampling, confidence intervals, hypothesis testing, regression, and more — hands-on.

Margin of Error: Interactive Apps

R Shiny Statistics Interactive Viz Book Companion
Launch Apps
Redlining
Interactive StoryMap exploring neighborhood inequities and social, economic, and environmental justice indicators across Spokane County.

State of Spokane County: Social Justice Indicators

ArcGIS StoryMaps GIS Analytics
View StoryMap
MAPS
Interactive geographic visualization mapping community assets in Spokane's Logan Neighborhood, part of the MAPS (Mapping Assets and Promoting Strengths) project funded by the Raskob Foundation.

MAPS: Community Assets Mapping

GIS Interactive Maps Community Assets Neighborhood Analysis
View Project
Logan Needs
Interactive analysis of Logan Neighborhood resident survey data examining community perceptions, needs, and priorities through data visualization and statistical analysis.

Community Needs Analysis: Logan Neighborhood

R Survey Analysis Interactive Viz Community Engagement
View Analysis
ONE Partners
A social network map of the partners of the Opportunity Northeast Initiative of Gonzaga University.

Partners of Gonzaga's Opportunity Northeast Initiative

kumu Social network analysis Interactive Viz Community Engagement
View Map
Bankruptcies
Companion website and data visualization for bankruptcy research in Logan Neighborhood and Spokane, supporting published community development research with interactive analysis tools.

Bankruptcies in the Community

Data Visualization Community Research Economic Analysis Social Justice
View Website Read Article
Correlation Matrices
Interactive R Shiny application for creating efficient indicators of statistical significance in correlation matrices, published in Journal of Marketing Analytics.

Correlation Matrix Engine

R Shiny corrplot DT
Launch App
parallel analysis
R-based tool for determining optimal number of factors to retain in exploratory factor analysis using parallel analysis methodology.

Parallel Analysis Engine

R psych ggplot2
Launch App
JMA 2014 Graphs
Interactive graphs for the 2014 Journal of Marketing Analytics Article on Social Network Analysis

Influential Marketing Scholars and their Institutions

R googleVis Gephi Social Network Analysis
View Graphs
GIS
Tutorial on creating geographic visualizations using R, covering leaflet, sf, and ggplot2 for spatial data analysis and interactive mapping applications.

Geographic Data Displays with R

R leaflet sf ggplot2
Slide Deck

Contact and More

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