Linkage Infrastructure, Equipment And Facilities - Grant ID: LE130100112
Funder
Australian Research Council
Funding Amount
$200,000.00
Summary
Behavioural research: advanced exploration of the mind. The infrastructure will enhance the capacity for conducting eyetracking and neuroimaging studies at the collaborating institutions and obtaining deeper insights into the processes underlying individual decisions in applications ranging from medical and public health to decision making in marketing, media and finance.
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
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
A Longitudinal Study of the Role of Marketing Competencies in Individual and Organisational Performance. The general aim of this project is to demonstrate the role of competencies in aspects of marketing, in relation to individual and organisational performance, relevant to the Ford Motor Company of Australia Limited. The focus will be on the conceptualisation and operationalisation of marketing competencies within the practical, competitive international automotive business environment, and not ....A Longitudinal Study of the Role of Marketing Competencies in Individual and Organisational Performance. The general aim of this project is to demonstrate the role of competencies in aspects of marketing, in relation to individual and organisational performance, relevant to the Ford Motor Company of Australia Limited. The focus will be on the conceptualisation and operationalisation of marketing competencies within the practical, competitive international automotive business environment, and not principally on the role of the formal educational system in delivering potential employees with general marketing knowledge. Primary research will be conducted among Ford Marketing employees, and among Ford suppliers and dealers, in a dynamic environment, over several years.Read moreRead less
Modelling the Influence of Organisational Identification and Marketing Actions on Membership Behaviour for Australian Football League Clubs. This project involves an innovative extension of the current international focus on the role of individual and organisational identification in managing marketing relationships, from a static perspective to a dynamic systems model. This project will examine the influence of organisational marketing activities on the relationship between consumers and organi ....Modelling the Influence of Organisational Identification and Marketing Actions on Membership Behaviour for Australian Football League Clubs. This project involves an innovative extension of the current international focus on the role of individual and organisational identification in managing marketing relationships, from a static perspective to a dynamic systems model. This project will examine the influence of organisational marketing activities on the relationship between consumers and organisations, longitudinally over five years. A combination of experimental and quasi-experimental methods will be used to estimate the relationships between aspects of individual-organisational identification and marketing activities, and organisational affiliation, in the context of Australian Football League club membership, conducted in partnership with every AFL club nationally.Read moreRead less
Brand Value, Sporting Sponsorship, and Return-on-Marketing-Investment: A Longitudinal Study including the Development of a Measurement Instrument. This project will examine three related aspects of marketing, within the context of sport sponsorship (Geelong Football Club and Baytec Institute): the valuation of major brands; the evaluation of sponsorship related to major brands; and the evaluation of non-commercial activities related to sponsorship. Three of the key components of the model to be ....Brand Value, Sporting Sponsorship, and Return-on-Marketing-Investment: A Longitudinal Study including the Development of a Measurement Instrument. This project will examine three related aspects of marketing, within the context of sport sponsorship (Geelong Football Club and Baytec Institute): the valuation of major brands; the evaluation of sponsorship related to major brands; and the evaluation of non-commercial activities related to sponsorship. Three of the key components of the model to be studied in this research project are: the sponsor's decision-making process, e.g., the determination of return on investment (ROI) in this alliance; the value of this association, e.g., the sponsee's brand value to the sponsor; and the sponsee's decision-making process, e.g., the determination of ROI in this alliance.Read moreRead less