Industry & Services >> CEO Interviews >> January 17, 2005
MARK SCHULMAN is a Founder and President of Schulman, Ronca & Bucuvalas,
Inc. (SRBI). His work has spanned both market and public policy research
for major corporations, banks and other financial institutions,
insurance companies, the media, foundations, public transportation
organizations and government. He is a frequent media commentator on
polling and elections and has appeared on both CNN and Fox News. He
directs all SRBI surveys for Time magazine. He specializes in market
strategy, segmentation design, elections, and international research. In
the financial services area, he has been instrumental in the development
of groundbreaking segmentation plans for retail bank marketing. He was
closely involved with the development of online banking and has worked
extensively in the development of new products, services and strategic
approaches in corporate financial services. He has conducted election
and other public policy surveys for various media and academic
organizations. Mr. Schulman served as SRBI's Director for three waves of
the Fighting Back Survey Evaluation Project for The Robert Wood Johnson
Foundation. During the 2004 election season, he served on the ABC News
Election Decision Desk. From 1996-2002, he was on the Decision Desk at
Voter News Service, an organization owned by the major television
networks and the Associated Press, which projected election outcomes. In
transportation, Dr. Schulman helped to design and implement one of the
most extensive travel mode-choice panel surveys ever conducted to
analyze and track key factors in decisions between alternative
transportation modes. He has directed many publicly-released surveys. He
recently directed two international surveys for the St. Paul Companies
on technology risks to major corporations. The public relations campaign
for his 'The e-Frontier: New Risks to Corporate Risk Management' won a
2002 Silver Anvil Award from the Public Relations Society of America.
Mr. Schulman was 2002-2003 President of the American Association for
Public Opinion Research (AAPOR). He has also held several other AAPOR
posts, including Conference Chair (2000) and Secretary/Treasurer
(1997-98). He is the past President of the New York Chapter of AAPOR and
was NYAAPOR's Councilor-at-Large. He is also on the Board of the Council
of American Survey Research Organizations (CASRO) and a member of the
American Marketing Association, European Society for Opinion and Market
Research (ESOMAR), and the Financial Communications Society of America.
He was awarded the 2004 Achievement Award of the New York Chapter of the
American Association for Public Opinion Research. He was recently
appointed to the Editorial Board of Public Opinion Quarterly, the
leading academic journal in its field. Mr. Schulman has taught at
several universities, including Rutgers, where he was a Senior Project
Director of the Eagleton Institute Poll. He has been an Adjunct
Professor at Hunter College, CUNY, Queens College, CUNY, and Baruch
College, CUNY. He is a frequent lecturer on survey methods at many
colleges and universities and has authored many articles in professional
journals. He was a Senior Vice President of Louis Harris and Associates
prior to founding SRBI in 1981. Mr. Schulman's graduate degrees were
awarded by the University of Wisconsin, Madison (MA) and by Rutgers
University (PhD). He is a member (emeritus) of the Board of Visitors and
Governors of Washington College, Chestertown, Maryland, where he
received his BA, and is on the Board of Governors of the Jazz and
Contemporary Music Program at New School University in New York City. He
is also serving on the 2004 Advisory Committee of the Columbia
University Quantitative Methods in the Social Sciences MA Program. Profile
of your expertise?
Mr. Schulman: SRBI was founded in 1981. Our principal objectives at that
time were to do in-depth
