Rick Andrews

Professor of Marketing,
Deputy Dean - Lerner College

Department: Business Administration
Campus Address: 303J Lerner Hall
Newark, DE 19716
Phone: 302-831-1190


Rick Andrews is a professor of marketing in the Department of Business Administration at the University of Delaware.  He has served as deputy dean of the Alfred Lerner College of Business and Economics since 2009, and he also served as chair of the Department of Business Administration from 2006-2011.  He began his career as an assistant professor at the University of Delaware in 1992 after completing his PhD in Marketing at Virginia Tech. His research interests include the statistical modeling of consumer perceptions, preferences, and choices.  His research has been published in such top academic journals as the Journal of Marketing Research, Marketing Science, Management Science, and the Journal of Business and Economic Statistics. His teaching interests are in the areas of marketing research, statistics, and business consulting.


  • Ph.D. - Virginia Tech, Marketing and Statistics,  1992
  • M.B.A- Radford University, 1988
  • B.S.- Radford University, Marketing and Mathemaics,  1987
  • Curriculum Vitae


Selected publications:

  • Andrews, Rick L., Imran S. Currim, and Peter Leeflang (2011), “A Comparison of Sales Response Predictions from Demand Models Applied to Store-Level vs. Panel Data,” Journal of Business & Economic Statistics, 29 (April), 319-326.

  • Herzenstein, Michal, Utpal M. Dholakia, and Rick L. Andrews (2011), “A Study of Strategic Herding Behavior in Peer-to-Peer Loan Auctions,” Journal of Interactive Marketing, 25 (February), 27-36.

  • Andrews, Rick L., Andrew Ainslie, and Imran S. Currim (2008), “On the Recovery of Choice Behaviors with Random Coefficients Choice Models in the Context of Limited Data and Unobserved Effects,” Management Science, 54 (1), 83-99.

  • Swait, Joffre and Rick L. Andrews (2003), “Enriching Scanner Panel Models with Choice Experiments,” Marketing Science, 22 (Fall), 442-460.

  • Andrews, Rick L. and Imran S. Currim (2003), “A Comparison of Segment Retention Criteria for Finite Mixture Logit Models,” Journal of Marketing Research, 40 (May), 235-243.

  • Andrews, Rick L., Andrew Ainslie, and Imran S. Currim (2002), “An Empirical Comparison of Logit Choice Models with Discrete Versus Continuous Representations of Heterogeneity,” Journal of Marketing Research, 39 (November), 479-487.

  • Andrews, Rick L., Asim Ansari, and Imran S. Currim (2002), “Hierarchical Bayes vs. Finite Mixture Conjoint Analysis Models: A Comparison of Fit, Prediction, and Partworth Recovery,” Journal of Marketing Research, 39 (February), 87-98.

  • Abramson, Charles, Rick L. Andrews, Imran S. Currim, and Morgan Jones (2000), “Parameter Bias from Unobserved Effects in the Multinomial Logit Model of Consumer Choice,” Journal of Marketing Research, 37 (November), 410-426.

  • Andrews, Rick L. and Ajay K. Manrai, (1999) “MDS Maps for Product Attributes and Market Response: An Application to Scanner Panel Data,” Marketing Science, 18 (4), 584-604.

  • Andrews, Rick L. and Ajay K. Manrai (1998), “Simulation Experiments in Choice Simplification: The Effects of Task and Context on Forecasting Performance,” Journal of Marketing Research, 35 (May), 198-209.

  • Andrews, Rick L. and T.C. Srinivasan (1995), “Studying Consideration Effects in Empirical Choice Models Using Scanner Panel Data," Journal of Marketing Research, 32 (February), 30-41.

  • Andrews, Rick L. (1994), “Forecasting Performance of Structural Time Series Models,” Journal of Business & Economic Statistics, 12 (January), 129-34. 

Awards & Honors

Summer Research Grant, University of Delaware, 2002.
Invitational Choice Symposium, University of California, Berkeley, 2001.
Summer Research Grant, University of Delaware, 2001.
Summer Research Grant, University of Delaware, 2000.
Continuing Excellence in Research After Tenure (CERT) Grant, 1999.
Nominated for College of Business & Economics Research Award, 1996
One of 3 nominees for best paper award from volumes 10-12 of Journal of Public Policy & Marketing
General University Research (GUR) Grant, University of Delaware, 1994
Cunningham Dissertation Fellow, one of eight at VPI&SU, 1991-2
AMA Doctoral Consortium Fellow, 1991
Outstanding Graduate Student, College of Business, Radford University, 1988
Summa Cum Laude, all degrees
Radford Foundation Scholarship, Radford University, 1985


Marketing Research, undergraduate and MBA level
New Product Development and Pricing, undergraduate and MBA level
Multivariate Data Analysis, PhD level
Marketing Engineering, undergraduate and MBA level
Marketing Management
Technological Problem Solving
Problem Solving Project Management
Business Consulting Practicum (MBA level)

The Lerner College is home to a state-of-the-art financial trading facility, the $1.4 million student-led Blue Hen Investment Fund, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Lerner College faculty - like Anu Sivaraman, who is among Social Media Marketing Magazine’s “Top 100 Marketing Professors on Twitter” and’s “Top 50 Marketing Professors on Twitter” - are thought leaders who command attention from influential business audiences, economists and policy makers.

All Lerner College departments offer experience-driven learning and emphasize evidence-based analytics methods to enrich the student experience. Here, finance students visit New York City’s financial districts for a first-hand look at markets trading and to meet with UD alumni.

Charles W. Horn, AS75, and wife Patricia, recently made a $3 million commitment to enhance and expand entrepreneurial studies.

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