Modelling the Diffusion of Innovation in Marketing Research. This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial eval ....Modelling the Diffusion of Innovation in Marketing Research. This project will identify and explain the utilisation of marketing research in Australian organisations. The major (but not exclusive) focus will be the diffusion of Internet-based marketing research innovations. Previous studies of marketing research have been limited, through focussing on only one sector (such as tourism) or aspect of usage, or by using small samples, or by excluding important Internet innovations or managerial evaluations. This project will investigate the diffusion of marketing research across many industrial sectors, over several years. The project will yield "benchmarking" benefits of immediate value, and enduring benefits through the continuing evaluation of innovative research practices.Read moreRead less
Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to unde ....Exploring Consumers' Switching and Loyalty Behaviours: Brand Relationship Dynamics. For marketers and academics, understanding the ways that consumers develop relationships with brands is of utmost importance. Brands may inspire loyalty, repeat purchases, continued use, and switching behaviour over time. Yet, continued brand usage and switching behaviours have not yet been studied systematically from a relationship perspective. Fournier's (1998) perspective on brand relationships is used to understand changes in brand behaviours as changes in underlying consumer-brand relationships. This study, using qualitative semi-structured interviews and longitudinal brand diary keeping, will uncover the personal, social, and cultural meanings associated with brand-related changes, significantly advancing our understanding of brand relationship dynamics.
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Modelling Consumer Decision States. This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for ....Modelling Consumer Decision States. This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for one mature and two new products. This will allow for the developing of models that take into account the different rates at which consumers progress through decision states, leading to improved forecasts of new product trial and adoption.Read moreRead less
Can commerce be authentic? Developing and testing consumer-based measures of brand authenticity. Academics and practitioners identify the management of brand authenticity as a critical success factor in building brand equity. Significant opportunities exist for Australian firms to benefit from application of a brand authenticity scale in the development of brand communication strategies. In particular, small firms where reputation can be built on an authentic connection to family or regional his ....Can commerce be authentic? Developing and testing consumer-based measures of brand authenticity. Academics and practitioners identify the management of brand authenticity as a critical success factor in building brand equity. Significant opportunities exist for Australian firms to benefit from application of a brand authenticity scale in the development of brand communication strategies. In particular, small firms where reputation can be built on an authentic connection to family or regional history; tourism organisations where consumption is driven by authenticity; or exporters of local brands where perceptions of what is authentically Australian are critical. It is also significant for sports organisations where the opportunity to self-authenticate is a major motivation for consumers whether spectator or participant.Read moreRead less
Collective Engagement towards Social Purpose. This project aims to develop knowledge on how to engender collective engagement for a social purpose, such that the collective actions of the group facilitate well-being of the broader community. The project expects to generate new knowledge of how to drive the emergence of engagement from an individual to a collective level, and understand the benefits that can be gained by focusing this engagement on social purpose. Expected outcomes include measur ....Collective Engagement towards Social Purpose. This project aims to develop knowledge on how to engender collective engagement for a social purpose, such that the collective actions of the group facilitate well-being of the broader community. The project expects to generate new knowledge of how to drive the emergence of engagement from an individual to a collective level, and understand the benefits that can be gained by focusing this engagement on social purpose. Expected outcomes include measurement tools, an intervention framework for facilitating collective engagement, and mechanisms for leveraging this engagement for community well-being. This should provide significant benefits within organisations, by enhancing their social impact and facilitating economic growth and job creationRead moreRead less
Harnessing Business Insights from Unstructured Customer Data. Resulting from customers’ widespread uptake of online channels to buy and communicate has been a surge in online reviews and social media posts. This textual information offers a viable alternative to surveys that Australian businesses currently conduct to obtain customer insights. However, these reviews are unstructured and require substantial pre-processing to extract underlying customer perceptions. Therefore, this project aims to ....Harnessing Business Insights from Unstructured Customer Data. Resulting from customers’ widespread uptake of online channels to buy and communicate has been a surge in online reviews and social media posts. This textual information offers a viable alternative to surveys that Australian businesses currently conduct to obtain customer insights. However, these reviews are unstructured and require substantial pre-processing to extract underlying customer perceptions. Therefore, this project aims to develop a novel machine learning approach to quantify the business-relevant information contained in textual information shared by customers online. This alternative approach will provide significant cost-saving benefits for a range of Australian companies, such as retailers, hotels, airlines and restaurants.Read moreRead less
Econometric Models for Marketing Decision Making. This project aims to develop methods to more efficiently allocate marketing resources across a range of media, including new media, such as the internet and social media, and compare them with with traditional media such as television and newspapers. To achieve this, the project will develop new methods and econometric models that employ data that capture both exposure to advertising media and downstream purchases at the individual-level. The exp ....Econometric Models for Marketing Decision Making. This project aims to develop methods to more efficiently allocate marketing resources across a range of media, including new media, such as the internet and social media, and compare them with with traditional media such as television and newspapers. To achieve this, the project will develop new methods and econometric models that employ data that capture both exposure to advertising media and downstream purchases at the individual-level. The expected outcome is that Australian companies will make more efficient use of their marketing budget, and better assess how to integrate new and old media into multimedia marketing communication campaigns.Read moreRead less
Innovative Use of Customer Data for Business Growth. This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, but customers expect products and services that are tailored to their individual needs. This presents ex ....Innovative Use of Customer Data for Business Growth. This project aims to apply and adapt the latest machine learning techniques to enable companies to utilise their existing customer data to reveal purchase motivations, product preferences, and responsiveness to marketing communications for each single customer. A widespread practice in marketing is to partition customers into broad groups, but customers expect products and services that are tailored to their individual needs. This presents extreme challenges due to the size and complexity of customer databases. The expected outcomes will enable Australian companies to attract and retain more customers, and make more efficient use of their marketing budget. Benefits include equipping companies to better compete domestically and globally.Read moreRead less
New methods for analysing marketing Databases in the age of digital media. This is a time of enormous and rapid change in many areas of Australian business due to the introduction and widespread dissemination of digital media. It has resulted in the accumulation of large integrated databases of customer information and their transactions. Firms in all countries, particularly those challenged by distance and size, like Australia, are now seeking to find ways to make better use of their voluminous ....New methods for analysing marketing Databases in the age of digital media. This is a time of enormous and rapid change in many areas of Australian business due to the introduction and widespread dissemination of digital media. It has resulted in the accumulation of large integrated databases of customer information and their transactions. Firms in all countries, particularly those challenged by distance and size, like Australia, are now seeking to find ways to make better use of their voluminous information so as to make efficiency gains in their business processes, strategic decision-making and customer relationship management. Our project aims to contribute to the ARC priority research goal of smart information use by developing new methodologies for the analysis of these large integrated databases.Read moreRead less
A Model and Segmentation of Household Obesogenicity in Australia. Critical to reducing obesity is reduced consumption of energy dense foods and increasing physical activity. This project provides greater insight into relationships between environment, household obesogenicity and consumer behaviour, and an improved basis for policy development regarding obesity prevention. National benefits are; Less obesity and other nutritionally related diseases and therefore reduced treatment costs in the hea ....A Model and Segmentation of Household Obesogenicity in Australia. Critical to reducing obesity is reduced consumption of energy dense foods and increasing physical activity. This project provides greater insight into relationships between environment, household obesogenicity and consumer behaviour, and an improved basis for policy development regarding obesity prevention. National benefits are; Less obesity and other nutritionally related diseases and therefore reduced treatment costs in the health sector; Reduced demand for unhealthy foods and greater demand for higher quality products boosting product innovation and supporting Australia's competitiveness in the global markets; Greater health benefits among the low SES parts of the population contributing to creation of equity in Australian health.Read moreRead less