Marketing research expertise

Waikato Management School is one of New Zealand's top research-led business schools.

Our marketing academics contribute to this position by conducting relevant and rigorous research across the entire spectrum of marketing. Our research enables marketing managers to take improved decisions; it empowers consumers, it allows society to better understand the role of marketing, and it gives researchers new methods to investigate marketing questions.

We disseminate the knowledge we generate via our research-led teaching, through publications in leading international journals, and through research seminars across the globe.

If you're interested in studying a PhD at Waikato, please contact one of our PhD supervisors.

Areas of research expertise:

Marketing Management

Marketing managers face a progressively complex world. Since their marketing decisions are under increased scrutiny from various stakeholders, it becomes of paramount importance to measure the effects of marketing activities on performance. The marketing department's research areas include:

  • Advertising and creativity
  • Loyalty programs
  • Marketing mix effects
  • Small and medium enterprises
  • Services marketing

Consumer Research

Consumers face a myriad of products and services they can choose from. Today's marketplace and technology empowers them to co-shape consumption processes and outcomes. Our department studies several aspects of consumer behaviour:

  • Consumer response to advertising
  • Consumption
  • Loyalty
  • Memory
  • Trust

Marketing and Society

Marketing plays a pivotal role in society by bringing demand and supply together. All too often though, marketing is seen as a thrust towards overconsumption and unhappy consumers. Our department studies the role of marketing in society at the macro level as well as wellbeing and respect at the consumer and group levels:

  • Macro-marketing
  • Marketing Communication
  • Sustainable Marketing
  • Well-being and respect

Marketing Research Methods

Marketing researchers, both in academia and in practice, are challenged by new marketing questions whose answers require novel methods. Our department develops both quantitative and qualitative marketing research methods:

  • Experimental design
  • Quantitative (econometric) methods
  • Quantitative (multivariate) methods
  • Visual, narrative and critical (e.g., memory work) methods