Robert J. Trulaske Sr., College of Business, University of Missouri

People Directory

Ashutosh Patil

Assistant Professor
Cornell Hall
(573) 882-0875

Dr. Ashutosh Patil’s research focus is two pronged. The first is on studying substantive issues in Sales Force Management, Emerging Markets, and E-Commerce. In sales force management, he investigates compensation, hunting and farming effectiveness, and channels issues. He incorporates advanced statistical modeling techniques when empirically investing these specific substantive issues. His second focus is in research methodology. Specifically, he investigates the Common Methods Bias in survey research and statistical issues related to Categorical Moderation Analysis.

Dr. Patil has a decade of industry experience. He has worked primarily at Silicon Valley based software product firms, initially as a software programmer and later as a product and project manager. His teaching interests are in the areas of Marketing Research, Marketing Data Analysis, Research Methods and Modeling. Currently, he teaches the core Marketing Management course in the undergraduate program and the Advanced Statistics in R (Database Marketing) course in the Crosby MBA program. 


Ph.D. (Quantitative Marketing), Georgia Institute of Technology Scheller School of Business School
MBA, University of California, Berkeley, Haas School of Business
B.S. (Mechanical), College of Engineering-Pune (COEP), University of Pune, India


Journal Articles

Common Method Variance in Advertising Research: When to be Concerned and How to Control For It; Malhotra Naresh, King Tracey, & Patil Ashutosh, (2017) at Journal of Advertising (2-year impact factor of 2.88 for 2017).

Ashutosh Patil and Niladri Syam, (2018), “How do Specialized Personal Incentives Enhance Sales Performance? The Benefits of Steady Sales Growth”, Journal of Marketing, Forthcoming.

Long-Term Oriented Marketing Relationships and Ethical Conduct in Outsourcing Sector; Ndubisi Nelson, Malhotra Naresh; Celine Capel; Agarwal James; Satkunasingam Elsa; Ndubisi Gibson C., & Patil Ashutosh; accepted in (2016) at Psychology & Marketing.

Sharad Borle, Siddharth Singh, Dipak Jain and Patil, Ashutosh 2016, "Analyzing Recurrent Customer Purchases and Unobserved Defections: A Bayesian Data Augmentation Scheme", Customer Needs and Solutions.

Tracey King, Ashutosh Patil, & Naresh Malhotra, 2015.  Alternative Techniques for Assessing Common Method Variance: An Analysis of the Theory of Planned Behavior Research, Organizational Research Methods (2 year impact factor of 4.91 for 2017).

Bias breakdown, Naresh Malhotra, Ashutosh Patil, and Sung Kim, Marketing Research, Vol. 19(1), 2007, 24-29.

Malhotra, Naresh, Sung S. Kim, and Ashutosh Patil (2006), Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research, Management Science, Vol. 52, No. 12, December 1865-1883

Book Chapters

Malhotra, Naresh, Arun Jain, Ashutosh Patil, Christian Pinson, and Lan Wu (2010), Consumer cognitive complexity and the dimensionality of multidimensional scaling configurations, Book Series: Review of Marketing Research, Emerald Group Publishing Limited, 199 - 253.