Professor Boichuk's research interests include the areas of business-to-business marketing, marketing analytics, and sales force effectiveness. Published in Journal of Marketing; Journal of Marketing Research; Journal of Accounting Research; and Journal of Retailing, his current research portfolio addresses such questions as “Why do salespeople use hard sell tactics?” “What factors cause salespeople to misread customers’ interest levels?” and "What do companies ask of the sales function when earnings are short?" After graduating from the University of Houston doctoral program, Professor Boichuk received the inaugural American Marketing Association Emerging Scholar Award. He was also named the 2015 AMA Sales SIG Dissertation Award winner and an ISBM Business Marketing Doctoral Fellow for his dissertation work. Outside of academia, Professor Boichuk has professional experience with ZS Associates.