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 Contact:
Email: batsell@rice.edu
Office
Rm. 327
Mailstop: MS-531
Phone: 713-348-5390 |
Scholarly Areas:
Marketing Strategy, Mathematical Models of Choice | Education:
| B.A (1971) The University of Texas at Austin | | B.B.A. (1971) The University of Texas at Austin | | Ph.D. (1976) The University of Texas at Austin |
Bio Statement:
Teaching Excellence Award Winner, 1991 and 1988
Emphasizing applications of his research in data analysis and individual choice behavior, Dr. Richard Batsell has consistently earned the most important aspect of all teaching prizes - knowledge that his students have learned the subject matter and are eager to apply their knowledge to "real-world" situations.
As one of the early researchers in the development and application of mathematical models of choice behavior in marketing research, Dr. Batsell has made significant contributions to this area of study. Companies such as Schlumberger, Procter & Gamble, and General Foods have used applications of his research in brand strategy, new product design, and pricing strategy.
Equally important is the impact of Batsell's research and teaching at the "grassroots level" - in the Jones School classroom. Batsell subscribes to a simple yet profound approach in teaching: "I hear and I forget; I see and I remember; I do and I understand."
Hands-on projects in Batsell's data analysis class allow students to work with data in an area or industry of their choice. The opportunity to choose the data set they analyze makes the project both more fun and more meaningful.
"When I teach, I'm interested in both the cognitive and affective aspects of learning. It's important that my students learn the material and be able to apply what they've learned competently," said Batsell. "But at the same time, I want them to really enjoy the subject matter and become motivated to look for other applications of data analysis when they go to work."
Many past students credit knowledge learned from Batsell's marketing research and data analysis courses in helping them gain a competitive advantage where it counts - in the workplace.
Website:
Publications:
Journal Articles
| Batsell, Richard R. 2004. "A New Approach for Capturing and Portraying the Competitive Structure of a Market: An Application to The Bush-Kerry-Nader Presidential Contest." Review of Marketing Science 2
| Batsell, Richard R., John C. Polking, Roxy D. Cramer, and Christopher M. Miller. 2003. "Useful Mathematical Relationships Embedded in Tversky's Elimination by Aspects Model." Journal of Mathematical Psychology
| Batsell, Richard R., Daniel Osherson, David Lane, and Peter Hartley. 2001. "Coherent Probability From Incoherent Judgment." Journal Of Experimental Psychology: Applied 70 3-12
| Batsell, Richard R., H. Albert Napier, D.M. Lane, and J.L. Naman. 1993. "Predicting the skilled use of hierarchical menus with the keystroke-level model." Human-Computer Interaction 8(2) 185-192
| Batsell, Richard R., H. Albert Napier, D. M. Lane, and N. S. Guadagno. 1992. "Knowledge of Command Usage in a Spreadsheet Program: Impact on User Interface Design and Training." Data Base 13-21
| Batsell, Richard R., J. Louviere. 1991. "Experimental Analysis of Choice." Marketing Letters, 2(3) 199-214
| Batsell, Richard R. and John B. Elmer. 1990. "How to Use Market-Based Pricing to Forecast Consumer Purchase Decisions." Journal of Pricing Management 1(2) 5-15
| Batsell, Richard R., Napier, H. Albert ,D.M. Lane and N.S. Guadagno. 1990. "The predictability of command use in a spreadsheet program." Interacting with Computers 2(1) 75-82
| Batsell, Richard R. and David S. Bunch. 1989. "A Monte Carlo Comparison of Estimators for the Multinational Logit Model." Journal of Marketing Research February
| Batsell, Richard R., Napier, H. Albert ,and N.S. Guadagno. 1989. "The impact of a restricted natural language interface on ease of learning and productivity: A comparison of Lotus 1-2-3 and Lotus HAL." Communications of the ACM 32 (10) 1190-1198
| Batsell, Richard R. and John C. Polking. 1985. "A New Class of Market Share Models." Marketing Science 4(3) 177-198
| Batsell, Richard R. and Leonard M. Lodish. 1981. "A Model and Measurement Methodology for Predicting Individual Consumer Choice." Journal of Marketing Research 18(1) 1-12
| Batsell, Richard R. 1980. "Consumer Resource Allocation Models at the Individual Level." Journal of Consumer Research 7(1) 78-87
| Batsell, Richard R. 1980. "On the Use of Hidden Surface Routines in the Analysis of Marketing Data." Journal of Marketing 44(3) 102-106
| Batsell, Richard R. and Yoram Wind. 1980. "Product Testing: Current Methods and Needed Developments." Journal of the Market Research Society 22(2) 115-139
| Batsell, Richard R. and David L. Huff. 1977. "Delimiting the Areal Extent of a Market Area." Journal of Marketing Research 14
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Other
| Batsell, Richard R., Spyros, Tsavachidis, Daniel Osherson, Moshe Vardi, and Lyle Brenner. 2002. "Eliminating Incoherence from Subjective Estimates of Chance." Conference on Knowledge Representation and Reasoning
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Book Chapters
| Batsell, Richard R, Spyros Tsavachidis, Daniel Osherson, Moshe Vardi, and Lyle Brenner. 2002. "Eliminating Incoherence from Subjective Estimates of Chance." Conference on Knowledge Representation and Reasoning
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Journal Articles
| Batsell, Richard R. and Wayne S. De Sarbo. 1988. "A New Multidimensional Scaling Methodology for the Representation of Inter-Product Substitutability." Advances In Consumer Research
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Book Chapters
| Batsell, Richard R. 1981. "A Multiattribute Extension of the Luce Model which Simultaneously Scales Utility and Substitutability." The Effect of Item Similarity on Choice Probabilities Durham, NC Working Paper Series, Fuqua School of Business, Duke University
| Batsell, Richard R. and Karl E. Henion. 1976. "Marketing of Blood Donorship, Helping Behavior, and Psychological Reactance." Proceedings Annual Meeting of the American Marketing Association
| Batsell, Richard R., Karl E. Henion and W. Thomas Anderson, Jr.. 1975. "Psychographic Characteristics of Ecologically Concerned Chief Executives of 76 Major Corporations." Ecological Marketing American Marketing Association
| Batsell, Richard R. and David L. Huff. 1974. "Conceptual and Operational Problems with Market Share Models of Consumer Spatial Behavior." Proceedings Annual Meeting of the Association for Consumer Research
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Journal Articles
| Batsell, Richard R. and A. T. Nutt. 1973. "Multiple Linear Regression - A Realistic Reflector." Proceedings Annual Meeting of the Association for Educational Data Systems
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Book Chapters
| Batsell, Richard R. 1982. "On Utility, Substitutability and the Prediction of Choice - A Simple Extension of the Luce Model Which Simultaneously Scales Utility and Substitutability." Choice Models for Buyer Behavior Greenwich, Connecticut JAI Press, Inc. 243-258
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Recognition and Relationships:
PULSE EFT Association Board Member.
| Projects for NYCE, PULSE, Texas Children's Hospital, Waste Management. Projects for the above.
| Teaching Excellence Award , 1 , 1/24/1988
| Teaching Excellence Award , 1 , 1/24/1991
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