Dennis Rook

Education

• PhD, Northwestern University;
• BA, University of Illinois

Dennis Rook’s methodological expertise resides in the domain of qualitative behavioral research, where his focus has been on the theory, design and execution of focus groups, individual depth interviews, and projective methods. He has relied on these tools to investigate consumer impulse buying, consumption rituals, and consumer symbolism, the research of which has been published in marketing’s leading journals, as well as specialized boutique publications.