■ Introduction
Professor Cho Hyun-Chul serves in the Department of Business Administration at Hanyang University. At the undergraduate level, he teaches courses such as Marketing Management, Consumer Behavior, Marketing Research, and Business Statistics II. At the graduate level, he lectures on Multivariate Analysis and Structural Equation Modeling.
His major authored works include Structural Equation Modeling with LISREL and Structural Equation Modeling: SIMPLIS & AMOS. He also co-translated N. K. Malhotra’s Marketing Research: An Applied Orientation (2004) into Korean (as Marketing Research) together with Kang Seok-Hu and Cho Hyun-Chul. He has published 36 papers in domestic and international journals such as Japan Marketing Journal, Korean Marketing Journal, Marketing Science Research, and Product Studies.
Currently, he focuses his research on methodological issues arising from empirical testing of theories and hypotheses. He has served in roles such as research editor, executive director, and board member for the Korean Marketing Association, and has held board positions in the Korean Product Society and the Korea-Japan Business Studies Association.
■ Education
1972: B.A. in Business Administration, Hanyang University
1979: M.B.A. (Master of Business Administration), Hitotsubashi University (Tokyo)
1988: Ph.D. in Business Administration, Graduate School, Chung-Ang University
■ Career
1980–present: Professor, Department of Business Administration (Marketing)
1999–2001: Dean, College of Business & Economics
■ Research Interests
New classification systems for research hypotheses vs. statistical hypotheses
Methodological issues in hypothesis testing for theory
Application of structural equation modeling in marketing research
■ Selected Publications
“Notes and Issues in Applying LISREL” (2001), Korean Marketing Journal (first author)
“Research Hypotheses and Statistical Hypotheses” (2001), Japan Marketing Journal (first author)
“The Effect of Item Parceling on Parameter Tests and Fit Evaluation in Structural Equation Models” (2007), Marketing Science Research (first author)
■ Major Books
Structural Equation Modeling with LISREL (1999)
Structural Equation Modeling: SIMPLIS & AMOS (2003)
■ Academic Activities / Affiliations
He has held positions in the Korean Marketing Association, Korean Marketing Science Society, Korean Product Society, Korean Management Association, and the Korea-Japan Business Studies Association.