1/12/2022

1. With 10+ years of experience as a
consumer insight researcher &
marketing educator, I have designed
& taught marketing courses while
regularly lead end-to-end research
studies by conducting survey
studies & lab experiments to
uncover consumers' needs & wants.
P R O F I L E
(618) 303-5908
TYSONANG87@GMAIL.COM
Linkedin | CV | Scholar
WILLING TO RELOCATE | GC HOLDER
CONTACT
Univariate Analyses (Crosstab)
Multivariate Analyses (Regression)
Structural Equation Modeling (SEM)
Instrumental Variable Analysis
Maxdiff & Conjoint Analyses
Factor & Cluster Analyses
Interview & Focus Group
SQLite, Tableau, & SPSS
NVIVO & Qualtrics
S T A T I S T I C A L S K I L L S
E D U C A T I O N
PH.D. IN BUSINESS/MARKETING - SOUTHERN ILLINOIS
UNIVERSITY, CARBONDALE
SEPT 2010 - AUGUST 2015
TYSON
ANG, PH.D.
MARKETI NG PROFESSOR
QUANT/UX RESEARCHER
MARKETI NG STRATEGI ST
Behavioral Science & Analytics
Digital Marketing & Analytics
Experimental & Survey Design
Sampling
Design Thinking
Usability Testing
A/B Testing
E X P E R T I S E
M.B.A. IN BUSINESS/MARKETING - SOUTHERN ILLINOIS
UNIVERSITY, CARBONDALE
SEPT 2008 - AUGUST 2010
P R O F E S S I O N A L E X P E R I E N C E
ASSISTANT PROFESSOR OF MARKETING
MARSHALL UNIVERSITY | AUG 2019 - PRESENT
Published 7 peer-reviewed research articles on digital
platforms & social marketing (Google Scholar).
Presented 7 research projects at national & international
conferences with 100 to 500 attendees.
B.A. IN BUSINESS/MARKETING/ADVERTISING -
SOUTHERN ILLINOIS UNIVERSITY, CARBONDALE
SEPT 2005 - AUGUST 2008
MARKETING RESEARCHER/STRATEGY CONSULTANT
AUG 2016 - PRESENT
Identified the client’s problem, goals, & requirements.
Led a team of research assistants to design & implement
qualitative research (literature review, focus group, &
thematic analysis) to formulate hypotheses about GenZ
housing rental preferences.
Conducted quantitative research including survey
development using Qualtrics & respondents recruitment
using Amazon Mechanical Turk.
Analyzed and interpreted data using statistical analysis
(correlation, regression, & modeling analyses).
Presented findings & housing design recommendations
via MS Powerpoint.
Brainstormed problems & goals with the client.
Identified opportunities & threats using SWOT & Blue
Ocean Analysis.
Organized & led 10+ student groups to conduct a
literature review & design thinking process to innovate
marketing plan strategy for the client.
Summarized & presented strategic recommendations to
the client.
Conduct a discovery meeting to understand client needs.
Led & organized 5+ student groups to perform various
marketing analyses to create & recommend digital
marketing campaigns to drive unique traffic to the
church's website & Facebook group.
Presented the proposed ideas to the client.
Goal: To create data-driven solutions for the clients.
SELECT PAST PROJECTS
Client: Fort Hood Housing/Lendlease
Client: Mountain Mindful
Client: Expression Church

2. TYSON
ANG, PH.D.
R E S E A R C H P R O J E C T S I N P R O G R E S S
SOCIAL MEDIA FIRESTORM ON BRAND PERCEPTIONS
Conducted both quantitative (experiment with 500
participants) and qualitative research (thematic analysis with
100 participants). The results showed that a value-based
firestorm damages a firm's brand perception more than a
performance-based firestorm does. Structural equation
modeling and instrumental variable analysis were used to
analyze the data.
THE DYNAMIC OF TWITCH E-COMMUNITY: THE LESSONS
FOR SMALL BUSINESS OWNERS
Plan to conduct large-scale survey research with 1000
online participants, who are familiar with Twitch, to show
that various e-streamers personality strategies such as
content freshness, open communications, emotional
connections, etc. are positively correlated with intention to
follow and subscribe thus purchase intention. Multiple
regression using SPSS is used to analyze the data.
ASSISTANT PROFESSOR OF MARKETING
HUSTON-TILLOTSON UNIVERSITY| AUG 2015 - MAY 2016
Published 1 research article on social media.
Assumed the role of marketing research director &
managed a team of 4 researchers within the College of
Business.
ASSISTANT PROFESSOR OF MARKETING
TEXAS A&M U, CENTRAL TEXAS| JUN 2016 - JUN 2019
Published 4 peer-reviewed research articles on mobile
marketing & video streaming technology.
Presented 8 research projects at national & international
conferences with 100 to 500 attendees.
Advised the winning student research project in Texas.
SHARING ECONOMY, SERVICE FAILURE, AND BRAND
PERCEPTIONS
Conducted an experiment with a total of 200 participants. In
the context of Uber, the result showed when the service
failure happens due to no fault of the driver, interestingly,
the Uber's driver's personal recovery effort is more effective
in creating respondents' forgiveness and positive ethical
perceptions. Python API was used to collect Twitter data
related to Uber's comments and analyzed using thematic
analysis.
QUANT/UX RESEARCHER
BEHAVIORAL SCIENTIST
MARKETING STRATEGIST
PH.D. RESEARCHER OF MARKETING
SOUTHERN ILLINOIS UNIVERSITY| AUG 2010 - AUG 2015
Led 3 research projects, and designed, and analyzed
numerous surveys and lab experiments that led to
conference presentations.
Taught classes in marketing research and new product
development.