Market segmentation methodology: attacking the 'Too Hard' basket. Businesses embrace market segmentation to identify and target clients. However, poor segmentation analysis leads to poor segment choice. This project will develop tools to improve segmentation analysis and will test the resulting tools in tourism, foster care and climate change mitigating behaviours, and produce usable, transferable recommendations.
Response style heterogeneity in empirical marketing research. This study aims to improve the validity of empirical studies by accounting for different ways in which respondents answer questionnaires (response styles) while analysing the data. Response styles have been shown to depend on the cultural background of respondents. This work therefore is of particular importance in Australia given the large number of cultural backgrounds residents come from. The proposed method will be empirically tes ....Response style heterogeneity in empirical marketing research. This study aims to improve the validity of empirical studies by accounting for different ways in which respondents answer questionnaires (response styles) while analysing the data. Response styles have been shown to depend on the cultural background of respondents. This work therefore is of particular importance in Australia given the large number of cultural backgrounds residents come from. The proposed method will be empirically tested in the context of surveys investigating sustainable tourism, public acceptance of alternative water sources and volunteering, three areas which are central to maintaining Australia's environmental sustainability and providing social and environmental services which are not covered by the commercial sector.Read moreRead less