Skip to main content

Neeraj Arora

Neeraj Arora
Academic Executive Director | Marketing Leadership Institute
Professor | Marketing
Arthur C. Nielsen, Jr. Chair in Marketing Research and Education
4191C Grainger Hall

About Neeraj

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 Academic Director of the Marketing Leadership Institute. He currently serves as an associate editor for the Journal of Marketing Research. 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 are tech-centered and include large language models, digital marketing effectiveness, and machine learning for marketing analytics. PhD applicants interested in working in these 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.

Selected Accepted Journal Articles

Tian, M. & Kaufman, D. & Shiffman, S. & Arora, N. (2023). Over-the-Counter Drug Consumption: How Consumers Deviate from Label Instructions Journal of Marketing Research

Tian, M. & Hoban, P. & Arora, N. (2023). What Cookie-Based Advertising Effectiveness Fails to Measure Marketing Science

Selected Published Journal Articles

Kim, Y. & Kim, S. & Arora, N. (2022). GMO Labeling Policy and Consumer Choice Journal of Marketing

Sadeghi, S. & Chien, P. & Arora, N. (2020). Sliced Designs for Multiplatform Online Experiments Technometrics

Maleeha, Q. & Tunuguntla, S. & Lee, P. & Kanchinadam, T. & Fung, G. & Arora, N. (2019). Discovering Temporal Patterns from Insurance Interaction Data Association for the Advancement of Artificial Intelligence

Working Papers

Arora, N. & Chakraborty, I. & Nishimura, Y. (2024). Hybrid Marketing Research: Large Language Models as an Assistant

Graduate Courses

Seminar-Marketing PhD (MKT 972), Spring 2019.
This course is for PhD students in marketing and related quantitative fields. It surveys quantitative research in the field of marketing. The primary goal is enhance student awareness of different ways in which statistical modeling has become relevant to marketing, the different types of models that are popular in the field, trace the evolution of the statistical models over the years and our current challenges. The students will get an opportunity to read published papers, critique them, learn how to identify a research question, and begin to answer it using empirical methods.

Marketing Analytics (MKT 815), Spring 2019.
We will study the impact of analytics on successful marketing decisions. The course covers a spectrum of topics that include marketing metrics, digital analytics, marketing response models, segmentation, product design, experimentation and big data. It is designed for students with some background in quantitative methods and an exposure to basic marketing research concepts. The course will use a combination of lectures, cases and hands-on model building focused on marketing analytics.

Marketing Research (MKT 710), Fall 2011.
The purpose of marketing research is to provide information to make better business decisions. In this course you will be introduced to different stages of the marketing research process. The course will provide you with the necessary knowledge base and tools to (a) conduct basic marketing research and (b) become a thoughtful consumer of marketing research. My goal is to assist you in developing a mindset that continually relies on information based decisions. We will focus on qualitative and quantitative aspects of marketing research as it relates to business problems such as market segmentation, assessing demand and new product design.

Editorial and Reviewing Activities

Journal of Marketing – March 2020 – December 2022
Associate Editor

Journal of Marketing Research – Since January 2019
Associate Editor

Journal of Retailing – January 2015 – December 2019
Associate Editor

Quantitative Marketing and Economics – January 2013 – February 2024
Editorial Board Member

Customer Needs and Solutions – Since January 2013
Senior Editor

Journal of Marketing – January 2011 – February 2020
Editorial Board Member

Marketing Science – January 2007 – December 2021
Editorial Board Member

Journal of Marketing Research – January 2001 – December 2019
Editorial Board Member

Explore More Marketing Faculty

Verda Blythe

Verda Blythe

Director of Assessment
Cheng He

Cheng He

Assistant Professor
Alan Stoffer

Alan Stoffer

Teaching Faculty III
Placeholder image of an icon of a person

Neil A. Morgan

Previous faculty
Next faculty