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Who are EXPERTS

New Bulgarian University
People have much more knowledge about themselves and the world than they are aware of them and are able to articulate. This knowledge can be revealed by adequate and reliable methods.
Summary
Prof. Encho Gerganov is interested in consumer behavior, obtaining and analyzing preference choice data and revealing of cognitive structures. He is a specialist both on the theory and methods of scaling (measurement) in the social sciences and the designing of research, which could be applied successfully in marketing research, branding and advertising. He applies Coombs’ one-dimensional and multidimensional unfolding techniques to reveal the dimensionality of respondents’ latent space which explained preference choice data.

Work experience
2014 – 2000 г.
Lecturer and researcher on the cognitive psychology, research methodology, psychometrics and psychosemantics; management of higher education (Dean in NBU: 1996-2004);

2000 – 1989 г.
Researcher on cognitive psychology, research methodology and psychometrics in the Institute of Psychology, Bulgarian Academy of Sciences; project manager (Director of the Institute of Psychology, BAS: 1992-1996);

1989 – 1972 г.
Researcher on Linguistics and Psycholinguistics (Head of the Research Laboratory of Applied Linguistics)


Education
2014 – 1988 г.
Professor, PhD, higher education on Bulgarian philology; specialization on Psycholinguistics, Cognitive Psychology, Psychometrics, Psychological scaling in the social sciences.

1988 – 1978 г.
Associate Professor, PhD, higher education on Bulgarian philology; specialization on Psycholinguistics, Cognitive Psychology, Psychometrics, Psychological scaling in the social sciences

1978 – 1972 г.
Assistant Professor, PhD, higher education on Bulgarian philology; specialization on Psycholinguistics, Cognitive Psychology, Psychometrics, Psychological scaling in the social sciences, Specialization on Sociolinguistics in Belgium (1974);

1972 – 1968 г.
higher education on Bulgarian philology, Doctoral students on Psycholinguistics at the Institute of Linguistics, Russian Academy of Sciences, defense of Dissertation for the degree PhD;
Specialization on Psycholinguistics, Cognitive Psychology, Psychometrics, Psychological scaling in the social sciences;

1957-1962 г.
Student at Sofia University “St Kliment Ochridsky”, higher education on Bulgarian philology.




Competencies
Consumer behavior research;
Research on preferences;
Scaling (measurement) in the social sciences;
Tests;
Research Design;
Revealing of Cognitive structures;
Statistical methods for data analysis.