Simon Business School
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Faculty Profile

Andrew Ainslie
Dean
Phone: 585.275.3316
Office: 2-202J Carol Simon Hall

Teaching Interests

I have taught the core MBA course in marketing at UCLA. This course has given students a thorough grounding in consumer analysis using the case method, I have also taught a class on market assessment, which introduces them to marketing research tools used to better understand consumers’ actions in the marketplace, particularly with new products. The key tool taught in this class is conjoint, which is the pre-eminent tool used today by market researchers to determine heterogeneity in consumers’ preferences for products. Jointly with Peter Rossi of the University of Chicago, I have developed a course describing the current industry “state-of-the-art” in models of consumer demand in a variety of environments. This uses data on actual consumption patterns, such as data available from organizations like IRI on retail store prices, promotions and the demand resulting from these patterns, as well as direct marketing programs, and individual-level scanner data. I have co-taught a class with Harry Sloan, ex-CEO of MGM, on business models in the entertainment industry. I have also previously taught a Ph.D. elective on Bayesian methods in marketing. I have also taught in executive education programs on entrepreneurship, consumer behavior, branding, pricing, direct marketing, marketing research and the preparation of marketing plans. I have been the co-director of the UCLA Medical marketing program for 7 years, and regularly run customized programs for large medical firms and organizations, including the Irish Medical Devices Association and the Healthcare Management Manufacturer’s Council.

Research Interests

My major interest is in economic and statistical models of heterogeneity in consumer behavior and segmentation, using panel data, and in direct marketing. In particular, I have focused on developing variance components models for a variety of environments in order to measure heterogeneity in consumers’ preferences. Besides my published work and working papers, I am currently involved in projects including: • The use of variance components in analyzing new product diffusion across countries and products; • Private labels as a form of umbrella branding; • The effect of store characteristics on consumer purchasing behavior; • The simultaneous use of categorical and continuous variables in direct marketing in an integrated framework; • Effective techniques of variable selection in direct marketing settings; • Understanding and parameterizing customer retention analysis in a more rigorous fashion than has traditionally been done. My substantive areas of interest include gaining a better understanding of inventory effects on consumer behavior, and on improving the economic understanding of what makes RFM models in direct marketing work.

Professional History

Dean
University of Rochester - Simon Business School
July 2014 -
Senior Associate Dean, Full-time MBA and FEMBA programs
Anderson School at UCLA
2010 - 2014
Associate Professor of Marketing
Anderson School at UCLA
2005 - 2014
Assistant Professor of Marketing
Anderson School at UCLA
2000 - 2005
Assistant Professor of Marketing
Johnson Graduate School of Management, Cornell University
1997 - 2000
Senior Manager
Compustat
1992 - 1994
Corporate Finance Division
Standard Merchant Bank
1991 - 1992
Hewlett Packard, South Africa
1987 - 1991
Electrical Engineer
AECI (South African chemical company
1984 - 1986

Education

University of Chicago - 1998
Ph D
Marketing and Statistics
University of Cape Town - 1990
MBA
Marketing
University of Cape Town - 1983
BS
Electrical Engineering

Publications

2011
Estimating the Value of Brand-Image Associations: The Role of General and Specific Brand Image
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Marketing Research
Volume: 48
Issue: 3
2008
On the Recoverability of Choice Behaviors with Random Choice Models in the Context of Limited Data and Unobserved Effects
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Management Science
Volume: 54
Issue: 1
2007
Heterogeneity Distributions of Willingness-to-Pay in Choice Models
Contribution Type: Magazine/Trade Publication
Journal/Publisher/Proceedings Publisher: Quantitative Marketing and Economics
Volume: 5
Issue: 3
2005
Modeling Movie Lifecycles and Market Share
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 24
Issue: 3
2003
Revealing the Information in Zipcodes: Bayesian Massively Categorical Variables and Aggregated Data in Direct Marketing
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 22
Issue: 1
2002
Investigating New Product Diffusion across Products and Countries
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 21/1
Issue: Winter
2002
An Empirical Comparison of Logit Choice Models with Discrete vs. Continuous Representation of Heterogeneity
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Marketing Research
2002
Dissection the random component of Utility
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Letters
Volume: 13
Issue: 3
1999
Investigating Household State Dependence Effects Across Categories
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Marketing Research
1998
Marketplace: Unibank and the Analysis of the Excursioncard Customer Database: A Practical Application of Statistical Techniques in Database Marketing
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Interactive Marketing
Volume: 12/3
Issue: Summer
1998
Similarities in Choice Behavior across Multiple Categories
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Issue: Summer 1998
1996
Data Mining: Using Neural Networks as a Benchmark for Model Building
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Décisions Marketing
Issue: Winter
1992
Customer Retention Analysis
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Journal of Direct Marketing
Issue: Summer
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