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 an area editor of Marketing Science, an associate editor of the Journal of Marketing Research, Management Science, and Quantitative Marketing & Economics. His research has appeared in the Journal of Faculty 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.

He enjoys traveling, movies, and spending time with his family.

Selected Publications

With Richard Briesch and Ed Fox, “How does Assortment Affect Grocery Store Choice?,” Journal of Marketing Research.
With Junhong Chu, “Quantifying the Economic Value of Warranties in the U.S.
Server Market,” Marketing Science.
With Xiaojing Dong, “Quantifying the Benefits of Individual Level Targeting In the Presence of Firm Strategic Behavior,” Journal of Marketing Research.
With Harikesh Nair, “Measuring Marketing-Mix Effects in the Video-Game Console Market,” Journal of Applied Econometrics.