MRSIG Gilbert A. Churchill Award
Introduction
Pradeep K. Chintagunta has won the 2016 award from the ÂÜÀòÉç¹ÙÍø Marketing Research SIG for Lifetime Contributions to Marketing Research
The Marketing Research SIG has selected Pradeep K. Chintagunta as the recipient of the 2016 Churchill Award for Lifetime Contributions to Marketing Research.
The Churchill award recognizes an individual’s contribution to marketing research including new methodologies, seminal publications, books, awards and other notable contributions. A panel of past winners of the Churchill award selected the winner.
Professor Pradeep K. Chintagunta is the Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing at the Booth School of Business, University of Chicago. 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 ofQuantitative 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.
According to his nominators,
"While the volume of his publications is striking, the quality his work is even more impressive, which can be partially evaluated through citations. According to Google scholar, Pradeep’s h-index value is 56, indicating he has at least 56 papers cited over 56 times. In addition, he has produced seminal work in two important areas both of which have become main-stream in the field. The first area explicitly accounts for unobserved heterogeneity in preferences, in the context of consumer choice. The second area demonstrates the importance of modeling firm strategic behavior when analyzing demand models. "
"I think that Pradeep is perhaps the most open-minded researcher in the field that I have encountered. He taught me to evaluate research problems on their intrinsic intellectual, academic and practical merits rather than view them judgmentally through an ideological or paradigmatic lens. If the problem was interesting on the aforementioned dimensions, his only requirement was that it be addressed with the highest academic rigor. This point of view was extremely helpful to me at that time as the field was going through these complicated debates about the validity and value of different paradigms (e.g., statistical modeling versus structural models based on economic primitives). As a result, I ended up collaborating with Pradeep on multiple papers across different paradigms – something I would probably have not done if I had not been influenced by him."
Congratulations to Professor Chintagunta!!
