Marketing Research

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Overview

With a continued focus on the ANU College of Business and Economics’ role to address research matters of national significance, research in marketing is directed towards the use of marketing to improve the functioning of business, government and organisations in Australia and the Asia Pacific region.  Researchers in the College take an applied approach, directed towards converting their findings into both qualitative and quantitative measures which improve marketers’ understanding of the use and importance of marketing tools in a range of organisational environments. 

While a relatively new discipline to be added to the scope of the College’s expertise, research in the marketing area has grown in strength in recent years.  Research interests of staff include social change marketing, political marketing and the adaptation of commercial marketing to non commercial applications such as behavioural change. Staff have written, researched and published in a diverse range of marketing sub disciplinary areas including Internet marketing, marketing communications and consumer behaviour.

The Marketing program runs an active PhD program and interested students can contact the College for more information.  See here>>

Specific research interests include:

Consumer Behaviour -Group influence, social identity, adoption behaviours, behavioural change

Market research - Qualitative and ethnographic Research

Relationship marketing – in services, government and business-to-business environments

Branding - Brand commitment, brand heros

Contact:

Prof Ujwal Kayande, School of Management, Marketing and International Business

Members of the Marketing Research Group

Dr Stephen Dann

Mr Andrew Hughes

Ms Toni Eagar

Dr Gary Buttriss

Mr George Bell