The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legends most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legends work on the articles included in that volume. This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy. This volume, edited by Oded Netzer, synthesizes Lehmanns work on marketing analysis methods. Along with a collection of his related articles, it features an interview with Lehmann himself and three insightful commentaries from frequent co-authors. Showcasing Lehmanns work on mapping brand preference and perceptions relating to consumer choice, as well as stochastic estimation models, this volume will help marketing researchers of all levels of experience understand how marketing analysis methods have developed over the last 50+ years.