Professor of Marketing & Director of Graduate Business Programs, Gonzaga University

Vivek H. Patil

Research, analytics, and AI applications for the public.

Builder of AI applications including AskSpokane, the Jesuit Business Companion, and JesuitAIEthics.org. Author of Margin of Error: Statistics for a World That Needs Better Decisions. 29 publications on measurement, markets, and mission.

Portrait of Vivek H. Patil

Spokane, Washington

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0best-paper awards

01 · The AI Work

Applications with a conscience.

A sampling of the application-layer work — three of many. Each was built with a community and is governed by a published ethical framework.

01

Ask Spokane

askspokane.org

A multilingual AI guide that connects Spokane County residents to verified free and low-cost help — food, shelter, healthcare, legal aid — by chat or map. No account. Nothing stored. Built with Gonzaga's Center for Community Engagement.

1,700+resources
10languages
0logins
02

Jesuit Business Companion

companion.cjbe.org

A mission consultant for Jesuit higher education. Reflect on a syllabus against the Ledesma-Kolvenbach paradigm, or chat — by text or live voice, in 14 languages — with citations back to the Journal of Jesuit Business Education, the Journal of Management for Global Sustainability, and the Church's social-teaching corpus.

31journal volumes
36church docs
14languages
03

Jesuit AI Ethics

jesuitaiethics.org

An open, DOI-archived framework for evaluating and designing AI applications — layering the four permanent principles of Catholic Social Teaching, Ignatian discernment, and the Rome Call, cited to primary sources — and instrumented as working software: a rubric, a design workshop, and a rapid auditor. Free, no login, nothing stored.

4CST principles
6Rome Call
DOIarchived

02 · The Book · 2026

Margin of Error: Statistics for a World That Needs Better Decisions

Cover of Margin of Error: Statistics for a World That Needs Better Decisions by Vivek H. Patil

Real stories. Real data. Honest uncertainty.

Margin of Error is a statistical thinking guide that uses real stories and data to help business professionals, students, and curious readers reason under uncertainty and evaluate the quantitative claims that shape everyday decisions. Every chapter pairs with interactive companion apps: readers don't just read about sampling distributions, they pull the levers themselves.

03 · Research

Twenty-nine publications, one thread.

Marketing, measurement, healthcare, and community economics — full citations, abstracts on demand. The figures below are drawn from the record itself.

Twenty years in print

Publications per year, 2005–2026

Fig. A — One dot per paper; 29 in all. ✦ marks a best-paper award — the Bausch Award (IAJBS, 2018) and the Rev. Jerry Cavanaugh, S.J. Award, 2025. Hover a dot for the paper; click a dot or a year to jump to the citation below.
The collaboration network

29 co-authors across 29 papers

Fig. B — Closer and thicker means more joint papers. Hover any node for the name. The subject of the 2025 Best Paper, applied to its author.
2026

Margin of Error: Statistics for a World That Needs Better Decisions

Book · Margin of Error Media

Patil, Vivek H.

Abstract

A statistical thinking guide that uses real stories and data to help business professionals, students, and curious readers reason under uncertainty and evaluate the quantitative claims that shape everyday decisions. Paired with a companion library of interactive apps that let readers explore the concepts hands-on.

2026

The Jesuit AI Ethics Framework

Zenodo · Version 1.3 · CC BY 4.0

Patil, Vivek H.

Abstract

A framework for evaluating and designing AI applications — the layer of the AI stack where systems meet particular persons. It layers the four permanent principles of Catholic Social Teaching, the Ignatian discipline of discernment, and the six principles of the Rome Call for AI Ethics, with every source verified against the primary text. Offered to companies, nonprofits, public agencies, health systems, and universities; jesuitaiethics.org is its reference implementation, instrumenting the framework as an assessment auditor and a design workshop.

2026

From Principles to Instruments: Operationalizing Catholic Social Teaching and Ignatian Spirituality for AI Ethics at the Application Layer

SSRN Working Paper · August 2026

Patil, Vivek H.

Abstract

Shows how the permanent principles of Catholic Social Teaching and the Ignatian discipline of discernment can be translated from statements of principle into working instruments for AI ethics at the application layer — the layer of the AI stack where systems meet particular persons.

2025
✦ Rev. Jerry Cavanaugh S.J. Best Paper Award · 2025

The Journal of Jesuit Business Education: An Analysis of Collaboration Networks

Journal of Jesuit Business Education, Volume 16

Patil, Vivek H.

Abstract

Social network analysis examining scholarly collaboration patterns in Jesuit business education research, identifying key contributors and institutional partnerships across academic institutions. Recipient of the 2025 Rev. Jerry Cavanaugh S.J. Best Paper Award for the best paper in Volume 16 of the Journal of Jesuit Business Education.

2025

Beyond the Algorithm: Ethical Frameworks for Responsible Lending

Journal of Jesuit Business Education (forthcoming)

Valluri, Chandrasekhar, Vivek H. Patil, and Nicholas J. Santos

Abstract

Explores ethical considerations in algorithmic lending decisions, proposing frameworks for responsible financial technology implementation in business practice.

2022

A Conceptual Review of Churn in Business

Journal of Management and Marketing Research, 26

Valluri, Chandrasekhar, Vivek H. Patil, and Sudhakar Raju

Abstract

Comprehensive review of customer churn literature across industries, providing theoretical framework for understanding retention challenges and strategic implications.

2022

From Research to Practice: Incorporating Consumer Bankruptcy into Community Development Initiatives

Community Development

Hackney, Donald D., Daniel L. Friesner, and Vivek H. Patil

Abstract

Bridges academic research and community practice by examining how consumer bankruptcy research can inform community development programs and policy initiatives.

2022

First-Author Gender Differentials in Business Journal Publishing: Top Journals Versus the Rest

Scientometrics

Joanis, Steven T. and Vivek H. Patil

Abstract

Analyzes gender representation patterns in business journal publishing, examining differences between top-tier and other academic publications using bibliometric analysis.

2022

Customer Determinants of Used Auto Loan Churn: Comparing Predictive Performance Using Machine Learning Techniques

Journal of Marketing Analytics, 10, 279-296

Valluri, Chandrasekhar, Sudhakar Raju, and Vivek H. Patil

Abstract

Applies various machine learning algorithms to predict customer churn in subprime auto lending market, comparing model performance and identifying key behavioral predictors.

2021

Visualization of Statistically Significant Correlation Coefficients from a Correlation Matrix: A Call for a Change in Practice

Journal of Marketing Analytics, 9 (4), 286-297

Patil, Vivek H. and Frederick H. Franken

Abstract

Examines current practices in correlation matrix visualization and proposes improved methods for displaying statistical significance, with development of interactive R tools.

2021

Alphabetical Ordering of Author Surnames in Academic Publishing: A Detriment to Teamwork

PLOS ONE, 16(5): e0251176

Joanis, Steven T. and Vivek H. Patil

Abstract

Investigates the impact of alphabetical author ordering conventions on collaboration patterns and career outcomes in academic publishing using empirical analysis.

2020

A Concentric Framework for Leveraging Big Data for Business Value

International Journal of Big Data Management, 1 (2), 166-180

Chuang, Ta-Tao, Kazuo Nakatani, and Vivek H. Patil

Abstract

Proposes systematic framework for extracting business value from big data initiatives, addressing organizational and technical considerations for implementation.

2019
✦ Thomas A. Bausch Best Paper Award · IAJBS 2018

Mission-related Outcomes Assessment at a Jesuit Catholic University

Journal of Jesuit Business Education, 10 (July), 114-139

Loroz, Peggy Sue. and Vivek H. Patil

Abstract

Develops framework for measuring mission-related learning outcomes in Jesuit business education, with practical applications for institutional assessment and improvement. Recipient of the Thomas A. Bausch Best Paper Award at the 2018 World Forum of the International Association of Jesuit Business Schools (IAJBS).

2016

Community Sport Social Benefits: A Basis for Continuous Improvement

Athens Journal of Sports, 3 (2), 129-142

Bozman, Carl S., Vivek H. Patil, Lada V. Kurpis, and Kevin Lehman

Abstract

Examines social benefits of community sport events and provides framework for continuous improvement in community engagement and stakeholder satisfaction.

2015

Gender and Publication Activity in Top Marketing Journals

Academy of Marketing Studies Journal, 19 (3), 216-228

Patil, Vivek H.

Abstract

Examines gender representation patterns in marketing journal publishing, contributing to understanding of diversity in academic marketing research.

2015

An Exploratory Study of the Effects of Exhaustion and Social Support on Business Students' Persistence

Academy of Educational Leadership Journal, 19 (3), 187-193

Law, Daniel W. and Patil, Vivek H.

Abstract

Investigates factors affecting student persistence in business education, examining the roles of exhaustion and social support in academic success.

2014

Identification of Influential Marketing Scholars and their Institutions Using Social Network Analysis

Journal of Marketing Analytics, 2 (4), 239-249

Patil, Vivek H.

Abstract

Applies social network analysis methods to identify key scholars and institutional relationships in marketing academia using bibliometric data.

2014

Assessment of Outcomes: The Effect of Incentives on Student Participation Rates and Performance Levels

Journal of the Academy of Business Education, 15 (Fall), 41-55

Helgeson, James G and Vivek Patil

Abstract

Examines the impact of incentives on student participation and performance in business education, providing insights for instructional design.

2014

Build a Shiny Application to Analyze #Bluemix Sentiment using the Bluemix R Custom Buildpack

IBM developerWorks

Patil, Vivek and Armand Ruiz Gabernet

Abstract

Technical tutorial demonstrating sentiment analysis application development using R Shiny and IBM Bluemix cloud platform for social media analytics.

2014

Outcomes Assessment for Mission: Measuring the Impact of Jesuit Education

Journal of Jesuit Business Education, 5 (1), 15-33

Patil, Vivek H., Peggy Sue Loroz, and Richie L. Liu

Abstract

Examines methodologies for assessing mission-related educational outcomes at Jesuit institutions, contributing to institutional effectiveness research.

2014

Self-Leadership and Burnout: An Exploratory Study

International Journal of Business and Social Science, 5 (9), 7-13

Elloy, David and Vivek H. Patil

Abstract

Investigates the relationship between self-leadership strategies and burnout symptoms in organizational contexts using empirical analysis.

2013

The Impact of Consumption Hassle on Pricing Schedules

Managerial and Decision Economics, 34 (1), 1-14

Joseph, Kissan, Ramanathan Subramaniam, and Vivek Patil

Abstract

Examines how consumption-related inconveniences affect consumer pricing preferences and optimal pricing strategies for service providers using economic modeling.

2012

Exploring the Relationship between Organization-Based Self Esteem and Burnout: A Preliminary Analysis

International Journal of Business and Social Science, 3 (9), 283-288

Elloy, David and Vivek H. Patil

Abstract

Preliminary investigation into the relationship between organizational self-esteem and burnout symptoms using survey methodology and statistical analysis.

2011

Advancing a Mission-Centered Business School: A Process for Engaging Faculty and Tracking Progress

Journal of Jesuit Business Education, 2 (1), 79-96

Pepper, Molly, Peggy Sue Loroz, Vivek Patil, Christopher Stevens, and Paul Buller

Abstract

Describes systematic approach for integrating mission-centered values into business school operations and faculty development processes at Jesuit institutions.

2010

The Use of Exploratory Factor Analysis in Public Health: A Note on Parallel Analysis as a Factor Retention Criterion

American Journal of Health Promotion, 24 (3), 178-181

Patil, Vivek H., Matthew Q. McPherson, and Daniel L. Friesner

Abstract

Demonstrates application of parallel analysis in public health research contexts, providing methodological guidance for health behavior measurement and scale development.

2008

Efficient Theory Development and Factor Retention Criteria: Abandon the 'Eigenvalue Greater Than One' Criterion

Journal of Business Research, 61 (2), 162-170

Patil, Vivek H., Surendra N. Singh, Sanjay Mishra, and Todd Donovan

Abstract

Advocates for parallel analysis over the traditional eigenvalue-greater-than-one rule in exploratory factor analysis, with practical implications for measurement theory and research methodology.

2008

Focusing Your Walking Intervention's Message

Californian Journal of Health Promotion, 6 (1), 73-86

Friesner, Daniel L., Matthew Q. McPherson, and Vivek H. Patil

Abstract

Examines effective messaging strategies for walking intervention programs, contributing to public health promotion and behavior change research.

2005

A Communications View of Web Page Perception

Journal of Current Issues and Research in Advertising, 27 (1), 31-52

Singh, Surendra N., Nikunj Dalal, Sanjay Mishra, and Vivek H. Patil

Abstract

Applies communications theory to understand how users perceive and process web page information, with implications for digital marketing and user experience design.

2005

Author Order and Research Quality

Southern Economic Journal, 71 (3), 545-55

Joseph, Kissan, David Laband, and Vivek Patil

Abstract

Investigates the relationship between author ordering in academic publications and research quality indicators using empirical analysis of publication patterns.

04 · Analytics & Tools

Analytics, visualization, and tools.

Open-source R tools, applications, maps, and tutorials supporting statistical analysis, research methodology, and community engagement.

Margin of Error: Interactive Apps

Margin of Error: Interactive Apps

Interactive R Shiny applications accompanying the book — sampling, confidence intervals, hypothesis testing, regression, and more, hands-on.

R ShinyStatisticsBook Companion
Launch apps ↗
State of Spokane County: Social Justice Indicators

State of Spokane County: Social Justice Indicators

Interactive StoryMap exploring neighborhood inequities and social, economic, and environmental justice indicators across Spokane County.

ArcGISStoryMapsGIS Analytics
View StoryMap ↗
MAPS: Community Assets Mapping

MAPS: Community Assets Mapping

Geographic visualization mapping community assets in Spokane's Logan Neighborhood — the Raskob-funded Mapping Assets and Promoting Strengths project.

GISInteractive MapsNeighborhood Analysis
View project ↗
Community Needs Analysis: Logan Neighborhood

Community Needs Analysis: Logan Neighborhood

Interactive analysis of Logan Neighborhood resident survey data examining community perceptions, needs, and priorities.

RSurvey AnalysisCommunity Engagement
View analysis ↗
Partners of Gonzaga's Opportunity Northeast Initiative

Partners of Gonzaga's Opportunity Northeast Initiative

A social network map of the partners of the Opportunity Northeast Initiative of Gonzaga University.

KumuSocial Network AnalysisCommunity
View map ↗
Bankruptcies in the Community

Bankruptcies in the Community

Companion website and visualization for bankruptcy research in Logan Neighborhood and Spokane, supporting published community development research.

Data VisualizationEconomic AnalysisSocial Justice
View website ↗
Correlation Matrix Engine

Correlation Matrix Engine

Interactive R Shiny application for efficient indicators of statistical significance in correlation matrices, published in the Journal of Marketing Analytics.

R ShinycorrplotDT
Launch app ↗
Parallel Analysis Engine

Parallel Analysis Engine

R-based tool for determining the number of factors to retain in exploratory factor analysis using parallel analysis.

Rpsychggplot2
Launch app ↗
Influential Marketing Scholars and their Institutions

Influential Marketing Scholars and their Institutions

Interactive graphs for the 2014 Journal of Marketing Analytics article on social network analysis of marketing academia.

RgoogleVisGephi
View graphs ↗
Geographic Data Displays with R

Geographic Data Displays with R

Tutorial on geographic visualization with R — leaflet, sf, and ggplot2 for spatial analysis and interactive mapping.

Rleafletsf
Slide deck ↗

05 · About

Education, honors, ventures, and service.

Two decades of teaching and research combining measurement theory and statistics with frameworks from economics, social psychology, and cognitive psychology — across marketing, healthcare, economics, and social justice applications.

Education

2006
Ph.D., Business (Marketing) The University of Kansas · Lawrence, KS
2000
M.Eng., Software Systems Birla Institute of Technology and Science · Pilani, India
1997
Master of Management Studies Birla Institute of Technology and Science · Pilani, India

Honors

✦ Rev. Jerry Cavanaugh S.J. Best Paper Award · 2025 Best paper in Volume 16 of the Journal of Jesuit Business Education.
✦ Thomas A. Bausch Best Paper Award · 2018 Best paper at the 2018 World Forum of the International Association of Jesuit Business Schools.

Entrepreneurial venture

VeloxPortfolio.com · Founder An AI-powered tool that turns PDF resumes into hosted portfolio websites and cover letters for students, job seekers, and career changers.

Board service

Gabriel's Challenge Board of Trustees · Spokane
Vanessa Behan Board of Trustees · Spokane
Institute for Climate, Water, and the Environment Board of Trustees · Gonzaga University
Colleagues in Jesuit Business Education Board of Trustees · International