jim mcalexanderJim McAlexander

Jim McAlexander is Professor of Marketing and serves as Coordinator of the Marketing Program at Oregon State University. His Ph.D. in Marketing is from the University of Utah. Professor McAlexander's most recent research explores the interactions of marketing institutions and consumers as they jointly participate in the formation and experiences of brand community. Publications drawn from that research appear in a number of academic outlets, including the Journal of Marketing, Journal of Consumer Research, and the Journal of Marketing Theory and Practice. Recently he has consulted with Harley-Davidson, Nissan, Yamaha, and Kellogg's. 

Specializing in ethnographic research, James is highly skilled in conducting in-depth interviews, participant-observation, and the facilitation of focus groups.   Through these methods, James has produced a great body of literature on the topics of subcultures of consumption and consumer behavior.  Much of his research crosses academic disciplines and has been presented at international conferences in a variety of fields.  Also of professional interest to James is the topic of disruptive technology and its practical applications.  


hal koenigHal Koenig

Hal Koenig is Associate Professor of Marketing and the Coordinator for the Marketing Option at Oregon State University, and has 20 years of experience with survey research and core-methodology. 

Hal’s professional focus is research methods; specifically customer satisfaction and unmet needs studies. An expert in survey design and implementation, Hal is skilled in asking the right questions which lead to valid answers organizations can depend on.  Specializing in statistical analysis, Hal’s sophisticated methods have been used to study brand community in the automotive industry for Jeep, Harley-Davidson, and in the collegiate alumni area. 

Each year, Hal conducts live projects in his Market Research Class.  Throughout the last 17 years, under Hal’s guidance, students have performed market studies for United Way of Benton and Linn Counties, Paulson and Roles Laboratories, and Resource Connectors Limited.  Also of interest to Professor Koenig, are issues of sustainability, public policy, and brand community. In his spare time, Hal enjoys raising and showing llamas with his family.  

Hal earned his MBA and Ph.D. in Business Marketing from the University of Nebraska-Lincoln. He has been published in several different journals including the Journal of Marketing, the Journal of Marketing for Higher Education, the Journal of Product Innovation Management, and the International Journal of Research in Marketing.  


amanda terhesAmanda Terhes

Amanda Terhes is the Director of the Close to the Customer Project (C2C). The C2C Project provides market research services to a variety of professional clients and is part of the Austin Entrepreneurship Program in the College of Business. Amanda earned her M.A. degree in Applied Anthropology at Oregon State University. Amanda’s focus is on qualitative research methods with an emphasis on the development and sustainability of non-profit organizations. Prior to joining C2C she served as Director of Alumni Relations at two Oregon universities and is using her experience in alumni relations to help develop C2C's !dentify Enthusiasm Scoring.