Texas Tech University

Roy Howell, Ph.D.

Roy Howell

Professor - Marketing and Supply Chain Management

Education: Ph.D., University of Arkansas (1979)
Area of Expertise: Marketing Strategy and Research Methods

Phone: 806.834.1543
Office Hours: By Appointment
Room Number: W337

Email: roy.howell@ttu.edu

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About Roy

Dr. Howell is currently the J. B. Hoskins Professor of Marketing in the Rawls College of Business at Texas Tech University, a position he has held since 1982. He served as Chairman of the Marketing Department from 1993 to 1996, and as Dean of the College of Business Administration from 1996 to 2001. He previously served on the faculty at the University of Illinois at Urbana-Champaign. He received his Ph.D. from the University of Arkansas.

Dr. Howell has served on the boards of the Journal of Marketing and the Journal of Marketing Research, among others. He has received the Jagdish N. Sheth Award for the Best Article published in the Journal of the Academy of Marketing Science, and the President's Award for Excellence in Teaching at Texas Tech University, among other awards. Some recent publications have appeared in Multivariate Behavioral Research, Structural Equation Modeling, Measurement, and Psychological Methods.

His research interests are in the areas of Marketing Strategy and Research Methods, particularly structural equation modeling and measurement. He teaches Marketing Management, Marketing Strategy, and Theory Testing.


  • Academy of Marketing Science Review, (Forthcoming, 2013).
  • Howell, Roy D., Einar Breivik and James B. Wilcox, “Formative Measurement: A Critical Perspective,” The DATA BASE for Advances in Information Systems, (Forthcoming, 2013).
  • Westfall, Peter, Kevin Henning and Roy D. Howell, “The Effect of Error Correlation on Interfactor Correlation in Psychometric Measurement,” Structural Equation Modeling, (19), 1, 2012, 99-117.
  • Rigdon, Edward E., Kristopher Preacher, Nick Lee, Roy D. Howell, George R. Franke and Denny Borsboom, “Avoiding Measurement Dogma: A Response to Rossiter,” European Journal of Marketing, (45), 11/12, 2011, 1589-1600.
  • Bartkus, Kenneth R., Roy D. Howell and N. Daren Hawes, “The Type A Behavior Pattern and Sales Performance: A Theoretical Clarification,” Marketing Management Journal, (forthcoming).
  • Bartkus, K. R., Roy D. Howell, Stacey Hills and Jeanette Blackham, “The Quality of Guest Comment Cards:  An Empirical Examination of U.S. Lodging Chains,” Journal of Travel Research, 48 (November 2009), 162-176.
  • Howell, Roy D., “Observed Variables are Indeed More Mysterious than Commonly Supposed,” Measurement, 6, 1-2 (June 2008), 97-101.
  • Wilcox, James B., Roy D. Howell and Einar Breivik, “Questions about Formative Measurement,” Journal of Business Research, 61, 12 (2008), pp. 1219-1228.
  • Howell, Roy D., Einar Breivik and James B. Wilcox, “Reconsidering Formative Measurement,” Psychological Methods, 12, 2 (June 2007), 205-218.
  • Howell, Roy D., Einar Breivik and James B. Wilcox, “Is Formative Measurement Really Measurement?,” Psychological Methods, 12, 2  (June 2007), 238-245.
  • Bartkus, Ken R. and Roy D. Howell, “The Theoretical Relationship between the Type A Behavior Pattern and Selling Performance:  A Close Look at the Traditional Model,” Journal of Social Behavior and Personality, 16, 2 (2007), 151-162.
  • Olsson, Ulf H., Tron Foss, Sigurd V. Troye and Roy D. Howell, “The Performance of ML, GLS, and WLS Estimation in Structural Equation Modeling Under Conditions of Misspecification and Nonnormality,”  Structural Equation Modeling, 7, 4 (2000), 557-595.
  • Johlke, Mark C., Dale F. Duhan, Roy D. Howell and Robert E. Wilkes, “An Integrated Model of Sales Managers’ Communication Practices,” Journal of the Academy of Marketing Science, 28, 2 (Spring 2000), 263-277.
  • Olsson, Ulf H., Sigurd Villads Troye and Roy D. Howell, “Theoretic Fit and Empirical Fit: The Performance of Maximum Likelihood versus Generalized Least Squares Estimation in Structural Equation Models,” Multivariate Behavioral Research, 34, 1 (Winter 1999), 31-58.
  • Bartkus, Ken R., Cathy L. Hartman, and Roy D. Howell, “The Measurement of Consumer Environmental Knowledge:  Revisions and Extensions,” Journal of Social Behavior and Personality, 14, 1 (1999), 129-146.
  • Bartkus, Kenneth R. and Roy D. Howell, “The Relative Influence of Achievement Motivation and Impatience-Irritability on the Selling Performance of Travel Agents:  Implications of the Type A Behavior Pattern,” Journal of Travel Research, 38, 2 (November 1999), 163-167.
  • Bartkus, Kenneth R., Roy D. Howell, C.R. Michael Parent and Cathy L. Hartman, "Managerial Antecedents and Individual Consequences of Group Cohesiveness in Travel Service Selling,"  Journal of Travel Research, (Spring 1997), 56-63.
  • Menon, Anil, Sundar Bharadwaj and Roy D. Howell, "The Quality and Effectiveness of Marketing Strategy:  Effects of Functional and Dysfunctional Conflict in Intraorganizational Relationships,"  Journal of the Academy of Marketing Science, 24, 4 (Fall 1996), 299-313. [This paper won the 1997 Jagdish Sheth Award, selected by the Editorial Review Board of JAMS as the best paper published in the Journal during 1996.]
  • Singh, Jagdip, Roy D. Howell and Gary K. Rhoads, "Adapting Marketing Surveys to Individual Respondents:  An Approach Using Item Information Functions," Journal of the Market Research Society, 34, 2 (April 1992), 125-147.
  • Wood, Van R. and Roy D. Howell, "A Note on Hispanic Values and Subcultural Research: An Alternative View," Journal of the Academy of Marketing Science, 19 (Winter 1991), 61-67.
  • Singh, Jagdip, Roy D. Howell and Gary K. Rhoads, "Adaptive Designs for Likert-Type Data: An Approach for Implementing Marketing Surveys," Journal of Marketing Research, 27 (August 1990), 304-321.
  • Bellenger, Danny N., Roy D. Howell and James B. Wilcox, and Barnett Greenberg, "The Diffusion of Marketing Research Techniques in Business:  Implications for Marketing Education," Journal of Marketing Education, 12 (Spring 1990), 24-29.
  • Howell, Roy D. and James B. Wilcox, "Valideringsproblemer Ved Bruk av Summerte Skalaer, BETA,1 (Spring 1989), 90-92. (English title: "Validation Problems in the Use of Summated Scales")
  • Darden, William R., Ron Hampton and Roy D. Howell, "Career Versus Organizational Commitment: Antecedents and Consequences of Retail Salespeoples' Commitment," Journal of Retailing, 65 (Spring 1989), 80-106.
  • Darden, William R. and Roy D. Howell, "Socialization Effects of Retail Work Experience on Shopping Orientations," Journal of the Academy of Marketing Science, 15 (Fall 1987), 52-63.
  • Chonko, Larry B., Shelby D. Hunt and Roy D. Howell, "Ethics and the American Advertising Federation Principles," International Journal of Advertising, 6 (Fall 1987), 265-274.
  • Howell, Roy D., "Covariance Structure Modeling and Measurement Issues:  A Note on 'Interrelations Among a Channel Entity's Power Sources'," Journal of Marketing Research, 14 (February 1987), 119-126.
  • Wilcox, James B., Roy D. Howell, Paul Kuzdrall, and Robert Britney, "Price-Quantity Discounts: Strategic Implications," Journal of Marketing, 51 (July 1987), 60-70.
  • Howell, Roy D., Danny Bellenger, and James Wilcox, "Self-Esteem, Role Stress and Job Satisfaction Among Marketing Managers," Journal of Business Research, 15 (February 1987), 71-84.
  • Dubinsky, Alan, Roy D. Howell, Tom Ingram, and Danny Bellenger, "Sales Force Socialization," Journal of Marketing, 50 (October 1986), 192-207.
  • Howell, Roy D., P. Kuzdrall, R. Britney, and J. B. Wilcox, "Alternative Channels of Distribution: Gray Markets," Industrial Marketing Management, 15 (November 1986), 257-263.
  • Chonko, Larry B., Roy D. Howell, and Danny Bellenger, "The Relationship of Congruence in Performance Evaluation to Role Conflict and Role Ambiguity for Industrial Sales Representatives," Journal of Personal Selling and Sales Management, (May 1986), 35-44.
  • Wilkes, Robert E., John Burnett and Roy D. Howell, "On the Meaning and Measurement of Religiosity in Consumer Research," Journal of the Academy of Marketing Science, 14 (Spring 1986), 47-56.
  • Frazier, Gary L. and Roy D. Howell, "The Data Aggregation Issue in Empirical Analysis for Strategic Market Planning," in H. Thomas and D. Gardner (eds.), Strategic Marketing and Management (London: John Wiley & Sons, Ltd., 1984), 167-179.
  • Frazier, Gary L. and Roy D. Howell, "Business Definition and Performance," Journal of Marketing, 47 (Spring 1983), 59-67.
  • Howell, Roy D., and Jerry Rogers, "The Estimation of Patronage Models in the Presence of Interindividual Heterogeneity and Nongeneric Attributes," Ch. 20 in R. Lusch and W. Darden (eds.), Patronage Behavior and Retail Management (New York:  Elsevier Science Publishing Co., 1982), 307-318.
  • Frazier, Gary L. and Roy D. Howell, "Intraindustry Marketing Strategy Effects on the Analysis of Firm Performance," Journal of Business Research, 10 (Dec. 1982), 431-443.
  • Howell, Roy D., and Gary Frazier, "Using Industry Data in Small Business Decision Making," Journal of Small Business Management, 20 (April 1982),  45-56.
  • Darden, William R., Roy D. Howell, and Terry Powell, "LTA: A Linear Typal Model for the Development of Marketing Classifications," Journal of Marketing Research, 16 (1979), 562-63.
  • Darden, William R., Warren French and Roy D. Howell, "Mapping Market Mobility:  Psychographic Profiles and Media Exposure," Journal of Business Research, 7 (1979), 51-74.
  • Darden, William R., and Roy Howell, "CASORT: An Approach to Validating Multivariate Classifications," Journal of Marketing Research, 15 (1978), 115-116.

Awards and Honors

  • Outstanding Researcher Award, College of Business, Texas Tech University, 2009.
  • The Journal of the Academy of Marketing Science 1997 "Jagdish Sheth Award" for the best paper published in 1996, as selected by the Editorial Review Board of the Journal. The paper was co-authored with Anil Menon and Sundar Bharadwaj.
  • Elected to Texas Tech University Teaching Academy, 1999.
  • Golden Key National Honor Society
  • Beta Gamma Sigma -- President, Texas Tech University chapter
  • Phi Kappa Phi Honor Society
  • Outstanding Researcher Award, College of Business Administration, Texas Tech University, 1987-88.
  • College of Business nominee for the Barnie E. Rushing, Jr. Faculty Distinguished Research Award (University-wide), 1987-1988; 1988-1989.
  • President's Award for Excellence in Teaching, Texas Tech, 1987.
  • Faculty Recipient of Mesa Petroleum Fellowship, 1986.
  • "Best Paper" Award, American Marketing Association Fall Educators' Conference, Research Methodology Track, 1988.
  • "Best Paper" Award, Southwest Marketing Association, 1979.


Rawls College of Business