Peter Danaher is Professor, Marketing Department, University of Auckland, New Zealand. He has a PhD in statistics from Florida State University and an MS in statistics from Purdue. His primary research interests are media exposure distributions, advertising effectiveness, customer satisfaction measurement, forecasting and sample surveys, resulting in many publications in journals such as the Journal of Marketing Research, Journal of Advertising Research, Journal of the American Statistical Association, Journal of Retailing, Journal of Business and Economic Statistics and the American Statistician. He has consulted extensively with Telecom, Optus Communications, Unilever, ACNielsen, and other market research companies. He is also the survey auditor for the television ratings service in New Zealand.