Roger Gates PhD Email Address

Director Emeritus

DSS Research is an innovative market research firm that applies quantitative and qualitative methodologies, matched with state-of-the-art technology, to conduct market research studies for health care organizations. As a result, our clients gain invaluable actionable research, high-end analytics, and market insights into an ever-changing industry and the people they serve. DSS Research has been in business since 1982 and employs over 350 individuals operating from three different locations.

Dr. Gates is a co-founder of DSS, incorporated in 1982. DSS Research is a research and consulting firm that does a wide range of marketing research for health care organizations including health insurance companies hospitals and medical products companies with a special focus in health and related types insurance. He is also a founder and director of Worthington National Bank in Fort Worth. Dr. Gates holds MBA and Ph.D. degrees from the University of Florida and held faculty positions at the University of Florida (1968-1970) and the University of Texas at Arlington (1970-1994). He taught marketing research, statistics and multivariate analysis to MBA and Ph.D. students. He has published over 100 professional papers and is the co-author of the two leading marketing research texts – Marketing Research, 8 ed., John Wiley & Sons, 2010. Books are available from Amazon.com. He lives in Fort Worth, Texas most of the time and Santa Fe, New Mexico part of the time with his wife Dr. Becky Beasley who is the Director of Human Resources at DSS. Specialties: Product design using discrete choice analysis, market segmentation, brand image and equity, statistical modeling.