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Richard R. Batsell

Associate Professor of Marketing

McNair Hall, Room 327


Richard R. Batsell is an Associate Professor of Management and Associate Professor of Psychology. 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.

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