We investigate pump induced modulation in the temporal evolution of the excitonic coherent polarization generated by a probe pulse in GaAs multiple quantum wells. For this, we perform fs time resolved pump-probe reflectivity measurements using frequency upconversion at both positive and negative pump-probe delays. A contribution arising from interference of excitonic linear and nonlinear polarization, which is usually not considered in describing pump-probe experiments, is required to understand the results.PACS numbers: 78.67.De, 78.47.+p, 82.53.Mj Linear and nonlinear optical response of excitonic resonances in GaAs like semiconductor multiple quantum wells (MQW) to excitation by ultrashort laser pulses and the behavior of the primary and secondary radiation emitted by the excited macroscopic polarization has been of much interest in recent years. Measurement of time resolved emission in the reflection 1,2,3 and transmission 4,5 directions as a result of resonant excitation of excitons in quantum wells (QW) by an ultrashort laser pulse showed a time-profile significantly different from that of the incident pulse as a result of coherent emission from the excitonic polarization surviving up to several ps. A modification in the temporal evolution of the coherent emission in the probe reflection and transmission direction occurs in pump-probe differential (PPD) measurements. This is caused by linear and nonlinear interactions among the populations and polarizations, excited in the MQW by the probe and the pump pulses, and the propagating electric fields. An interesting manifestation of the nonlinear optical effects in the pump-probe differential transmission 6,7,8,9 (PPDT) and reflection 10,11 (PPDR) is the transient oscillations observed in spectrally resolved (SR) measurements for negative (−ve) pump-probe delay (τ ). (Here, −ve delay corresponds to the situation when the probe pulse precedes the pump pulse.) As the PPD measurements entail detection of intensity either of the spectrally or time resolved signals, and as these intensities are not simply Fourier related, important phase related effects are not the same in the two measurements. Therefore, additional insights into the modification of the emission in the probe reflection by a pump pulse may be obtained from time domain measurements. However, to our knowledge, such measurements have not been reported so far.The purpose of this paper is two-fold. First, we present our experimental investigations of the time resolved PPDR from excitons in GaAs MQWs performed using the frequency upconversion technique. We find that the modulation in the dynamics of probe induced excitonic coherence by a pump pulse at low intensities occurs with a rise time of a few ps. However, the rise becomes faster as the pump intensity increases. No signal having the pump pulse polarization is emitted along the probe reflection direction for pump-probe cross-linear polarization. A PPDR signal is observed for −ve delay in both time resolved (TR) and time integrated (TI) measurement...