Faculty & Research

Pradeep K. Chintagunta

Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing

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5807 South Woodlawn Avenue
Chicago, IL 60637

Pradeep K. Chintagunta conducts research into the analysis of household purchase behavior, pharmaceutical markets, and technology products. "A lot of my early research was with scanner panel data trying to understand how consumers respond to different marketing activities of firms - prices, promotions, advertising, etc.," explained Chintagunta. "My research has expanded in two directions - one was to expand the domain beyond CPG products to pharmaceuticals and technology products and the other was to go beyond the consumer to other players in the broader 'ecosystem' to obtain a more holistic view of the effects of marketing."

Chintagunta is on the advisory editorial board of Marketing Science, and is the Editor of Quantitative Marketing and Economics. His research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, the International Journal of Research Marketing, the Journal of the American Statistical Association, and the Journal of Econometrics

In addition to being a finalist for the O'Dell award in both 1996 and 2001, Chintagunta is the recipient of the Hillel J. Einhorn Award for Excellence in Teaching and has been named one of the Chicago Booth's top professors by BusinessWeek.

"Teaching across programs such as full-time, evening, weekend, XP, and international XP exposes me to a variety of perspectives and experiences that I can then integrate into my subsequent teaching and research." He hopes his students learn that there is always more progress to be made.

He earned a bachelor's degree in mechanical engineering from Banaras Hindu University in 1984, a postgraduate diploma in management from the Indian Institute of Management in 1986, and a PhD in marketing from Northwestern University in 1990. In addition to teaching at Chicago Booth, he has taught courses at the Harvard Business School and the S.C. Johnson Graduate School of Management at Cornell University. He joined the Chicago Booth faculty in 1995.

Pradeep serves on the advisory boards of Operation ASHA and MuSigma. He collects vintage electronics, enjoys traveling, movies, and spending time with his family.


2015 - 2016 Course Schedule

Number Name Quarter
37000 Marketing Strategy 2015 (Fall)
37601 Marketing Workshop 2016 (Spring)
37800 Marketing Management 2016 (Spring)
37882 Marketing Strategy Simulation 2016 (Summer)
37902 Foundations of Advanced Quantitative Marketing 2016 (Winter)

2016 - 2017 Course Schedule

Number Name Quarter
37100 Marketing Strategy with Simulation 2017 (Winter)
37800 Marketing Management 2017 (Spring)
37902 Foundations of Advanced Quantitative Marketing 2017 (Winter)

Research Activities

Analysis of household purchase behavior; pharmaceutical markets; technology products.

New Drug Diffusion when Forward-Looking Physicians Learn from Patient Feedback and Detailing (with Ron Goettler and Minki Kim), Journal of Marketing Research (forthcoming).

Investigating brand preferences across social groups and consumption contexts (with Minki Kim), Quantitative Marketing & Economics (forthcoming).

Quantifying Transaction Costs in Online and Offline Grocery Channel Choice (with Junhong Chu and Javier Cebollada), Marketing Science (forthcoming).

A Pre-Diffusion Growth Model of Intentions and Purchase (with Jonathan Lee), Journal of the Academy of Marketing Science, (40:137–154 (2012).

Effect of Marketing Contacts in Business Markets (with V. Kumar, S. Sriram and Anita Luo), Marketing Science, Vol. 30, No. 5, pp. 924–940 (September–October 2011).

For a listing of research publications please visit ’s university library listing page.