Texas State University
McCoy College of Business.Research Insights

McCoy Research Insights: Business research, written for practice

50 items

October–December 2025

Illustration of an airline agent at an airport counter, smiling as she points to a hand-drawn alternate route on a map for a traveler whose flight shows as cancelled on the board behind them. Five Takeaways
Marketing1 min read

Five Takeaways on How Frontline Employees Improvise

Interviews in three countries and a survey of 417 U.S. service workers show that going off script is routine. Here is what managers should know.

Steven W. Rayburn, Sidney T. Anderson
Illustration of an analyst studying a color-coded county map on a desk, with smaller maps of cities, roads, and hospitals layered above it.
Economics3 min read

Poverty and Inequality Raised COVID-19 Deaths Once Geography Is Counted

Bayesian models that account for how neighboring areas influence each other show that worsening poverty, income, and inequality went with higher COVID-19 mortality across the phases of the pandemic. The study, focused on California, also tracks how changes in those factors over time played out across places.

Rasim M. Musal, Tahir Ekin

July–September 2025

Illustration of a planner studying a detailed model city on a desk, with traffic sensors on poles casting beams over roads, bridges, and intersections.
Supply Chain3 min read

Where to Put Traffic Sensors When Demand Is Linked and Sensors Fail

A new set of models picks locations for traffic sensors while accounting for two facts planners usually ignore: trip demand across a road network is connected across places and times, and sensors wear out. The result is a placement plan with lower estimation error and a faster path to a solution.

Emily Zhu
Illustration of an analyst holding a magnifying glass over a scatter plot of residuals, surrounded by smaller charts of dot patterns, histograms, and curves pinned to the wall.
Strategy3 min read

A Better Way to Check Regression Models That Predict Counts and Categories

Analysts who model yes-or-no outcomes, ratings, or counts have lacked good tools to check whether the model fits. A new framework replaces the usual single-number residual with a function, and yields plots that reveal missing variables, interactions, and other misspecifications.

Zewei Lin

April–June 2025

January–March 2025

Illustration of a hand dropping a ballot into a box while two analysts study screens showing volatile market charts, with a ribbon of election colors flowing between them.
Finance3 min read

Betting Markets Priced Trump News Fast. The Stock Market Took Days

During the 2024 election, betting odds on a Trump win and the stock of his media company tracked each other closely. The odds adjusted at once. The stock lagged by several days, a sign that investors process political news slowly.

Matthew James Flynn, Augustine Tarkom

January–March 2024

October–December 2023

July–September 2023

Illustration of a support agent, a company employee, and a customer at home exchanging ideas, guides, tools, and feedback through a loop of connected message bubbles.
Marketing3 min read

Customers Who Help Other Customers Are Partners in Creating Value

Some customers go beyond buying. They help other customers use a product and solve problems with it. A study of a technology firm's online support community maps what these customer-partners give and receive, and what firms must do to bring them into value creation.

Corey Fox, Steven W. Rayburn

January–March 2023

One research-backed idea, every Thursday

Short summaries of new faculty work, with what it means for managers.