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Marketing research

Find out more about our research in advertising and branding, digital marketing, services marketing and tourism, and marketing and society 


Disruptive technology is having a heavy impact on business, consumers and the marketing industry. Businesses can now access big data that reveals how customers make buying decisions, while new business models, such as the digitalisation of retail processes (the so-called ‘sharing economy’), have reshaped markets and business processes.

Our marketing research analyses existing and emerging business models and consumer segments. We provide businesses with better insights about their markets and how consumers buy products and services, allowing them to reach more customers and increase customer retention. Our research covers advertising, branding, digital marketing, tourism marketing and related disciplines such as anthropology, economics, psychology and statistics.

We apply quantitative research methods such as experiments, regressions and structural equation models to measure causal effects on variables relevant to our research. We also use qualitative research techniques such as ethnography and grounded theory to explore consumer decision processes at a detailed level.

We publish our findings in national and international journals such as the Journal of Service Research, Industrial Marketing Management, Journal of Interactive Marketing, Journal of Management Studies, Journal of Public Policy & Marketing, Tourism Management, Journal of Advertising, Psychology & Marketing, Annals of Tourism Research, Journal of Business Research, Journal of Travel Research, and the European Journal of Marketing.

We collaborate with businesses on research projects so they can use our insights to improve their marketing. We've worked with big names including Airbnb and Uber.

We access big data resources such as STR Global’s database of 6.8 million hotel rooms. This high quality data is valuable for our research in services marketing and tourism, and helps us to understand competitor advantage and competitor reaction. We've used this data to study dynamic pricing variability, using hotel data from several European capital cities.

Explore our Marketing areas of expertise

Find out more about the facilities and research methods that shape our Marketing research. Learn more about our recent projects, the academic and industrial partners with whom we collaborate, and the major funders who fund our work.


Interested in a PhD in Marketing?

Browse our postgraduate research degrees – including PhDs and MPhils – at our Marketing postgraduate research degrees page.

 

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