Donald Morrison

Professor Emeritus

Phone: (310) 825-7706 (310) 825-0003

Gold Hall, Room B-515


Don Morrison came to UCLA Anderson in 1988 after 22 years at the Graduate School of Business at Columbia University. Morrison is the author or co-author of more than 90 articles in referred journals with special emphasis on marketing research and applied statistics and has been an expert witness as a statistician in a number of legal cases and a consultant to industrial firms and governmental agencies. He is the co-author of a book, Stochastic Models of Buying Behavior, with William F. Massey and David B. Montgomery.

Morrison has held numerous editorial positions with INFORMS, such as departmental editor, editor in chief of Management Science and founding editor of Marketing Science. He has also served as president of The Institute of Management Sciences, an academic trustee of the Marketing Science Institute and a member of the review panel for the National Science Foundation. Additionally, Morrison has served on the editorial boards of the Journal of Marketing Research and the Journal of Marketing.

Morrison's most important and rewarding academic contribution is the advising and mentoring he has done with 18 Ph.D. students. Seven of these students currently hold endowed chairs in top marketing departments at universities across the country. On teaching and developing doctoral students at UCLA Anderson, Morrison said, "You give them roots and then wings; it's rewarding to watch them grow as scholars."

Teaching Focus
Intermediate and Advanced Courses in Probability, Statistics and Marketing Models


Ph.D. Operations Research, 1965, Stanford University
B.S. Mechanical Engineering, 1961, Massachusetts Institute of Technology


Marketing, Statistics, Probability, Sports, Coupons


Morrison was inducted in 2003 (along with two UCLA Anderson colleagues Arthur Geoffrion and William Pierskalla) as an inaugural Fellow of INFORMS, the Institute for Operations Research and the Management Sciences. Also in 2003, Morrison received the J. Clayburn La Force Faculty Leadership Award for UCLA Anderson School of Management.

For his dedication as a teacher, in August 2002 Morrison was presented with the 2002 American Marketing Association/Irwin/McGraw-Hill Distinguished Marketing Educator of the Year Award — the highest honor a marketing educator can receive. The primary criterion for this award is that its recipient be universally acknowledged as a long-standing leader in marketing education.

The American Marketing Association also honored Morrison in 2001, when he received the group's Gilbert A. Churchill Award for Lifetime Achievement in Marketing Research. Presented annually by the AMA Marketing Research Special Interest Group, the Churchill Award honors the academic researcher who has contributed in an exceptionally significant way to the field of marketing research. To celebrate that honor, in January 2002 the Charles E. Young Research Library (YRL) spotlighted Donald Morrison and his academic achievements in an exhibit, which featured his biography and a selected bibliography of his scholarly work, along with books, journals and photographs.

  • David C. Scmittlein, and Donald G. Morrison. (December 2003). A Live Baby or Your Money Back: The Marketing of In Vitro Fertilization Procedures. Management Science, 49(12): 1617-1635. [ Link ]
  • Aimee L. Drolet, and Donald G. Morrison. (February 2001). Do We Really Need Multiple-Item Measures in Service Research?. Journal of Service Research, 3(3): 196-204.
  • Jorge M. Silva-Risso, Randolph E. Bucklin, and Donald G. Morrison. (Summer 1999). A Decision Support System for Planning Manufactures' Sales Promotion Calendars. Marketing Science, 18(3): 274-300. [ Link ]