Wisconsin School of Business

Neeraj Arora

Executive Director of the A.C. Nielsen Center for Marketing Research

Professor - Marketing
Arthur C. Nielsen, Jr. Chair in Marketing Research and Education

Neeraj Arora is Arthur C. Nielsen, Jr. Chair in Marketing Research and Education at the University of Wisconsin-Madison where he also serves as the executive director of the A.C. Nielsen Center for Marketing Research. He currently serves on the editorial board of Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics (associate editor), Journal of Marketing, Journal of Retailing (associate editor) and Customer Needs and Solutions (senior editor). He has an undergraduate degree in engineering from Delhi University, and an MBA and Ph.D. from The Ohio State University.

Professor Arora’s current research interests include online experimentation, effectiveness of digital advertising, and machine learning tools for marketing analytics. PhD applicants interested in working in such areas are encouraged to contact him via an email.

Professor Arora’s past research has focused on marketing problems that require statistical models of consumer choice. Typical contexts for his research include brand choices made by individuals, and groups. Using data sources that include experiments, and readily available in-market buyer behavior, he builds models that rely on Bayesian statistics, theories of psychology and microeconomics. His research has appeared in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Consumer Research, Journal of Retailing, International Journal of Research in Marketing, Customer Needs and Solutions, and Marketing Letters.

Professor Arora teaches Undergraduate, MBA and PhD students. His teaching interests include marketing analytics and marketing strategy. He has served as a business consultant in a variety of areas that include marketing analytics, research methodologies and legal matters. Before joining UW-Madison, Professor Arora served on the marketing faculty at Virginia Tech.
 

Selected Accepted Journal Articles


Boldt, L. & Arora, N. (2016). Dyadic Compromise Effect (forthcoming). Marketing Science

Selected Published Journal Articles


Aribarg, A. & Arora, N. & Henderson, T. & Kim, Y. (2014). Private Label Imitation of a National Brand: Implications for Consumer Choice and Law. Journal of Marketing Research (51), 657-675.
Arora, N. & Henderson, T. & Liu, Q. (2011). Non-compensatory Dyadic Choices. Marketing Science (30), 1028–1047. doi: 10.1287/mksc.1110.0667.
Liu, Q. & Arora, N. (2011). Efficient Choice Designs for a Consider-Then-Choose Model. Marketing Science (30), 321-338. doi: 10.1287/mksc.1100.0629.
Henderson, T. & Arora, N. (2010). Promoting Brands across Categories with a Social Cause. Journal of Marketing (74), 41-60. doi: 10.1509/jmkg.74.6.41.
Aribarg, A. & Arora, N. & Kang, M. (2010). Predicting Joint Choice Using Individual Data. Marketing Science (29), 129-157. doi: 10.1287/mksc.1090.0490.

Undergraduate Courses


Marketing Strategy
Course DescriptionCase analysis and selected readings in marketing policy and strategy. Emphasis on the management functions of directing, planning, organizing, coordinating and controlling as they are applied to operational marketing topics.
(MKT 460), Spring 2002.



Graduate Courses


Doctoral Seminar in Statistical Models in Marketing
Course DescriptionContinuation of Marketing 971.
(MKT 972 Section 001), Spring 2015.

Quantitative Models in Marketing
Course DescriptionAnalysis and interpretation of scanner-based purchase data to present recommendations to managers. Become familiar with the design of syndicated databases, their uses, and their weaknesses. Translate managerial questions into research questions that are a
(MKT 815 Section 001), Spring 2015.

Marketing Strategy
Course DescriptionCase analysis and selected readings in marketing policy and strategy. Emphasis on the management functions of directing, planning, organizing, coordinating and controlling as they are applied to operational marketing topics.
(MKT 760), Spring 2001.

Marketing Research
Course DescriptionAn overview of the marketing research process from a methodological perspective. Topics: Research design, data collection procedures, sampling and data analysis.
(MKT 710 Section 1), Fall 2011.

Marketing Management
Course DescriptionThe institutional, behavioral, and functional foundations of marketing, and the management of the marketing mix.
(MKT 700), Spring 2002.



Editorial and Reviewing Activities


Journal of Retailing - Since January 2015
Associate Editor

Quantitative Marketing and Economics - Since January 2013
Associate Editor

Customer Needs and Solutions - Since January 2013
Senior Editor

Journal of Marketing - Since January 2011
Editorial Board Member

Marketing Science - Since January 2007
Editorial Board Member

Journal of Marketing Research - Since January 2001
Editorial Board Member


Photograph of Neeraj Arora

Neeraj Arora

Executive Director of the A.C. Nielsen Center for Marketing Research
 
Professor | Marketing
Arthur C. Nielsen, Jr. Chair in Marketing Research and Education
(608) 262-1990
4191C/3424 Grainger Hall