His research interests concern the development of quantitative models to help managers make better decisions. In particular, his current interests focus on probability modeling, choice modeling, and market share modeling, especially as they apply to substantive marketing problems in product line management, new product forecasting, and sales promotions. Bruce has published in academic journals such as Marketing Science, Journal of Marketing Research, Marketing Letters, and Journal of Forecasting. He was the recipient of the 1997 Paul E. Green Award for the best article to appear in the Journal of Marketing Research, based on its "potential to contribute significantly to the practice of marketing research."