At the beginning of his academic career, Prof. Quirk spent six years in educational research at The American Institutes for Research and Educational Testing Service. He then taught Social Psychology, Educational Psychology, General Psychology, Marketing, Management, and Accounting at Principia College, and is currently a Professor of Marketing in the George Herbert Walker School of Business & Technology at Webster University based in St. Louis, Missouri (USA) where he teaches Marketing Statistics, Marketing Research, and Pricing Strategies. He has written 60+ textbook supplements in Marketing and Management, published 20+ articles in professional journals, and presented 20+ papers at professional meetings. He holds a B.S. in Mathematics from John Carroll University, both an M.A. in Education and a Ph.D. in Educational Psychology from Stanford University, and an M.B.A. from The University of Missouri-St. Louis. Simone Cummings has worked for several hospitals in St. Louis, Missouri, and Washington, D.C. She is currently an Associate Professor of Healthcare Management in The Walker School of Business & Technology at Webster University in St. Louis, Missouri, where she teaches Statistics for Healthcare Management and Healthcare Finance. She holds a B.S.B.A. from Washington University in St. Louis, an M.H.A. from the Washington University School of Medicine, and a Ph.D. in Health Policy and Administration from the University of North Carolina at Chapel Hill.