Dr Paul Burke is an Associate Professor in Marketing and Deputy Director, Centre for Business Intelligence & Data Analytics (BIDA) located in UTS:Business.
He is an expert applied and theoretical aspects of choice modelling, experimental design and consumer behaviour.
He has published in leading journals such as those listed on the FT50 including Research Policy, Journal of Operations Management and Journal of Business Ethics, as well as A* journals in marketing including International Journal of Research in Marketing, Journal of Product Innovation Management and European Journal of Marketing. Dr Burke is an expert in multi-disciplinary and trans-disciplinary research, publishing in various top international journals including Transportation Research Part A: Policy and Practice, Educational Researcher, Teaching and Teacher Education and Appetite.
His insights and advancement in statistical techniques have been applied in his consultation with numerous organisations including Westpac, Toyota, Motorola, and Bose. Paul has also worked with several government and non-government organisations such as the NSW Department of Fisheries, NSW Department of Education, Australian Defence Force and the Association of Independent Schools of NSW. He has also worked with the CSIRO, as a research officer at Memetrics (an Internet research company), and marketing manager at the Sydney University Sports & Aquatic Centre.
In the not-for-profit sector, he has worked with the War Memorial, and the Australian, Powerhouse, Maritime, National and Melbourne museums to understand factors that impact museum visitation. He has also been involved in projects to understand issues of retention and attrition among early career teachers employed in primary and secondary schools. He has also worked with Electroboard to determine how Interactive Whiteboards are best utilised by school teachers. He has worked with Grain Growers to examine what characteristics of wheat are valuable to millers that buy Australian wheat.
Paul is an outstanding contributor to University teaching and learning, particularly in the area of coordinating large classes, with two awards from UTS, with national recognition in the form of a Carrick Institute Citation and a second citation from the Australian Learning & Teaching Council (ALTC). He is a co-author of Australasian Business Statistics with Ken Black and others, a leading text in the market. He was previously a lecturer in Marketing at the University of Sydney.
He was a recipient of the ANZMAC Best Paper in Track Award for his work on ambiguous and meaningless features, the topic of his PhD dissertation. He is a graduate of the University of Sydney with a Bachelor of Economics (First Class Honours in Marketing).
External links: Links to all publications at Google Scholar
Can supervise: YES
choice modelling; novel, ambiguous and meaningless features; experimental design; ethical attributes; scale decomposition models
Business Statistics (Undergraduate)
Black, K, Asafu-Adjaye, J, Burke, P, Khan, N, King, G, Perera, N, Papadimos, A, Sherwood, C & Wasimi, S 2019, Business Analytics and Statistics 1E Hybrid, 1.
Available as a full-colour printed textbook with an interactive eBook code, this text enables every student to master concepts and succeed in assessment, and supports lecturers with an extensive and easy-to-use teaching and learning package ...
Black, KU, Asafu-Adjaye, J, Burke, PF, Khan, N, King, G, Perera, N, Sherwood, C, Verma, R & Wasimi, S 2013, Australasian Business Statistics, 3, John Wiley & Sons Australia Ltd, Milton, Qld, Australia.
Burke, PF, Eckert, C & Sethi, S 2020, 'A Multiattribute Benefits-Based Choice Model with Multiple Mediators: New Insights for Positioning', Journal of Marketing Research.View/Download from: Publisher's site
Previous research has demonstrated that consumers evaluate products according to their perceived benefits when making a choice. This article extends prior work by proposing a method that evaluates the degree to which multiple a priori defined benefits mediate product choices. The model is the first to consider process heterogeneity—that is, heterogeneity in how consumers perceive multiple attributes to positively or negatively affect multiple benefits simultaneously and the contribution of each benefit to product utility. The authors propose discrete choice experiments to holistically measure the link between attributes and benefits, as well as between attributes and choice, resulting in data that can be analyzed with a generalized probit model. The approach contributes to mediation research by offering an alternative method of handling multiple multinomial mediators and dichotomous outcome variables. An empirical illustration of bread choices shows how consumer judgments about health and value perceptions of products mediate purchase decisions. The authors demonstrate how the method can help managers (1) confirm and test existing knowledge about latent benefits, including whether they explain all the variation in choice, and (2) consider process heterogeneity to inform market segmentation strategies.
Burden, K, Kearney, M, Schuck, S & Burke, P 2019, 'Principles Underpinning Innovative Mobile Learning: Stakeholders’ Priorities', TechTrends, vol. 63, no. 6, pp. 659-668.View/Download from: UTS OPUS or Publisher's site
© 2019, Association for Educational Communications & Technology. This article discusses the results of a survey that measured school teachers’ and mobile learning (m-learning) experts’ perceptions of the relative importance and effectiveness of various pedagogical principles underpinning m-learning designs. A scan of relevant literature produced a set of articles describing effective innovative m-learning. Principles underpinning the learning activities in these articles were identified. These principles were then provided to respondents so that they could identify the most important ones relative to the others for designing effective and innovative m-learning tasks. A rigorous Best/Worst Scaling (BWS) survey was used to collect these data. This is the first time that a BWS has been conducted with regard to mobile pedagogical principles. Findings showed that principles related to authenticity were rated most important relative to other principles by the m-learning experts and principles related to personalisation and customisation were rated most important by practising teachers. Other principles that have been used in innovative m-learning designs, such as gamification and intergenerational learning, were seen as least important by all respondents. The findings will inform design of professional development activities, in particular, those pertaining to an app being developed in an Erasmus + project, Developing and Evaluating Innovative Mobile Pedagogies (DEIMP).
Laurenceson, J, Bretherton, H, Burke, PF & Wei, X 2019, 'Chinese investment in Australian infrastructure assets: accounting for local public preferences', China Economic Journal, vol. 12, no. 1, pp. 77-92.View/Download from: UTS OPUS or Publisher's site
Burke, PF, Dowling, G & Wei, X 2018, 'The Relative Impact of Corporate Reputation on Consumer Choice: Beyond a Halo Effect', Journal of Marketing Management, vol. 34, no. 13-14, pp. 1227-1257.View/Download from: UTS OPUS or Publisher's site
Previous work suggests that corporate reputation generates a ‘halo effect’ where products from companies with better reputations are more likely to be chosen. We argue that corporate reputation plays a more expansive role, proposing that consumers will be less price-sensitive to offerings endorsed by companies with good reputations and that it moderates the marginal utility of product features with high clarity. We also propose that an individual’s knowledge of a company increases the likelihood its products will be purchased. Using a choice model incorporating an individual SEM-based reputation measure, we find support for these hypothesised effects in the context of television choices. The results suggest that corporate reputation warrants more attention by marketing managers to increase preferences for their products through these mechanisms.
Darcy, S & Burke, PF 2018, 'On the road again: The barriers and benefits of automobility for people with disability', TRANSPORTATION RESEARCH PART A-POLICY AND PRACTICE, vol. 107, pp. 229-245.View/Download from: UTS OPUS or Publisher's site
Schuck, SR, Aubusson, P, Buchanan, J, Varadharajan, M & Burke, P 2018, 'The experiences of early career teachers: new initiatives and old problems', Professional Development in Education, vol. 44, no. 2, pp. 209-221.View/Download from: UTS OPUS or Publisher's site
The task of supporting beginning teachers has received considerable attention in recent years, and numerous initiatives have been implemented. In this article we investigate the experiences of early career teachers (ECTs) in New South Wales, Australia, at a time when their employing authority mandated the provision of mentors and a reduction in face-to-face teaching for ECTs. The article draws on ECTs’ responses to survey items asking about their experiences as an ECT. It emerged that many of the issues of the early years that have caused problems for ECTs remain intractable, or at least unresolved for some. The research indicates that despite support that has been mandated by some employers, we cannot be complacent about the transition of ECTs into the profession. There remains a need to address the elements of school environments that impact on ECTs’ experiences.
Burke, PF, Schuck, S, Aubusson, P, Kearney, M & Frischknecht, B 2018, 'Exploring teacher pedagogy, stages of concern and accessibility as determinants of technology adoption', Technology, Pedagogy and Education, vol. 27, no. 2, pp. 149-163.View/Download from: UTS OPUS or Publisher's site
This research examines how the pedagogical orientations of teachers affect technology adoption in the classroom. At the same time, the authors account for the stage of concern that teachers are experiencing regarding the use of the technology, their access to the technology and the level of schooling at which they teach.The authors’ investigation of these factors occurs in the context of a contemporary technology, the interactive whiteboard (IWB), in Australian schools. A structural equation model was estimated using a reflective measure of technology usage with antecedents in the form of pedagogical-oriented beliefs and best–worst scaling derived scores for a teacher’s stage of concern regarding IWBs. Teachers with constructivist-oriented pedagogical beliefs were significantly more likely to use IWBs than transmission-oriented teachers. However, the strongest determinant of usage was whether the technology is immediately accessible or not.
Kearney, M, Schuck, SR, Aubusson, P & Burke, P 2018, 'Teachers’ technology adoption and practices: lessons learned from the IWB phenomenon', Teacher Development, vol. 22, no. 4, pp. 481-496.View/Download from: UTS OPUS or Publisher's site
The twenty-first century has seen unprecedented investment from governments around the world in educational technologies in schools. This paper investigates Australian teachers’ adoption and use of a popular technology that has been extensively supported by governments and school systems: the interactive whiteboard (IWB). The study suggests that a number of the barriers identified in the early days of adoption and use of this technology, such as professional support and access, still remain for many teachers, thereby impeding effective practices. The research also found that primary school teachers were using the technology in diverse ways, in contrast to secondary teachers who were using the IWB mainly for instructionist, presentational purposes. We conclude by considering various ways of reducing the effect of the identified barriers to support implementation of educational technologies in the classroom, especially the next generation of technologies promoted by governments and systems.
Palmer, T-A, Burke, PF & Aubusson, P 2017, 'Why school students choose and reject science: a study of the factors that students consider when selecting subjects', International Journal of Science Education, vol. 39, no. 6, pp. 645-662.View/Download from: UTS OPUS or Publisher's site
Student study of science at school has been linked to the need to provide a scientifically capable workforce and a scientifically literate society. Educators, scientists, and policymakers are concerned that too few students are choosing science for study in their final years of school. How and why students choose and reject certain subjects, including science, at this time is unclear. A Best–Worst Scaling (BWS) survey was completed by 333 Year 10 (age 14–17) students to investigate the relative importance of 21 factors thought to impact students’ subject-selection decisions. Students ranked enjoyment, interest and ability in a subject, and its perceived need in their future study or career plans as the most important factors in both choosing and rejecting subjects. They considered advice from teachers, parents or peers as relatively less important. These findings indicate that enhancing students’ enjoyment, interest, and perceptions of their ability in science, as well as increasing student perceptions of its value in a future career, may result in more students studying science at school.
Russell, G, Burke, PF, Waller, DS & Wei, X 2017, 'The impact of front-of-pack marketing attributes versus nutrition and health information on parents' food choices', Appetite, vol. 116, pp. 323-338.View/Download from: UTS OPUS or Publisher's site
Front-of-pack attributes have the potential to affect parents' food choices on behalf of their children and form one avenue through which strategies to address the obesogenic environment can be developed. Previous work has focused on the isolated effects of nutrition and health information (e.g. labeling systems, health claims), and how parents trade off this information against co-occurring marketing features (e.g. product imagery, cartoons) is unclear. A Discrete Choice Experiment was utilized to understand how front-of-pack nutrition, health and marketing attributes, as well as pricing, influenced parents' choices of cereal for their child. Packages varied with respect to the two elements of the Australian Health Star Rating system (stars and nutrient facts panel), along with written claims, product visuals, additional visuals, and price. A total of 520 parents (53% male) with a child aged between five and eleven years were recruited via an online panel company and completed the survey. Product visuals, followed by star ratings, were found to be the most significant attributes in driving choice, while written claims and other visuals were the least significant. Use of the Health Star Rating (HSR) system and other features were related to the child's fussiness level and parents' concerns about their child's weight with parents of fussy children, in particular, being less influenced by the HSR star information and price. The findings suggest that front-of-pack health labeling systems can affect choice when parents trade this information off against marketing attributes, yet some marketing attributes can be more influential, and not all parents utilize this information in the same way.
Laurenceson, J, Burke, PF & Wei, E 2015, 'The Australian Public’s Preferences Over Foreign Investment in Agriculture', Agenda. A Journal Of Policy Analysis & Reform, vol. 22, no. 1.View/Download from: UTS OPUS
This paper estimates a model of how the Australian public’s preferences over foreign investment in agriculture are determined. The results show that the attributes of foreign investment of greatest concern to the public are not the same as those used by the foreign investment approvals regime to flag proposals for scrutiny
Burke, PF, Aubusson, PJ, Schuck, SR, Buchanan, JD & Prescott, AE 2015, 'How do early career teachers value different types of support? A scale-adjusted latent class choice model', Teaching and Teacher Education, vol. 47, no. April, pp. 241-253.View/Download from: UTS OPUS or Publisher's site
Burke, PF, Eckert, C & Davis, S 2014, 'Segmenting consumers’ reasons for and against ethical consumption', European Journal of Marketing, vol. 48, no. 11/12, pp. 2237-2261.View/Download from: UTS OPUS or Publisher's site
Aubusson, PJ, Burke, PF, Schuck, SR, Kearney, MD & Frischknecht, BD 2014, 'Teachers Choosing Rich Tasks: The Moderating Impact of Technology on Student Learning, Enjoyment and Preparation', Educational Researcher, vol. 43, no. 5, pp. 219-229.View/Download from: UTS OPUS or Publisher's site
Burke, PF 2013, 'Seeking simplicity in complexity: The relative value of ease of use (EOU)-based product differentiation', Journal of Product Innovation Management, vol. 30, no. 6, pp. 1227-1241.View/Download from: UTS OPUS or Publisher's site
Models of category acceptance and diffusion, including Davis's technological acceptance model (TAM), have established that ease of use (EOU) is a significant determinant of technological product adoption. This supports user-centered design philosophies, where aspects of cognitive attractiveness (e.g., logical to use) and emotional attractiveness (e.g., lack of frustration in use) are essential, and contrasts traditional design practices where physical attractiveness dominates concern. These studies consider the impact of EOU on category (primary) demand. It is unclear whether firms should incorporate EOU into design and positioning strategies to differentiate their products from others in the same category that perform better on functional features. A random utility theory-based choice model is used to measure the relative value of EOU. In a new product category (DVD recorders; n?=?496) and one that is more established (cell phones; n?=?202), consumers were found to forgo functional features in preference for products better rated on EOU. With implications for segmentation, those seeking simplicity were older, female, educated, and with less product knowledge, while those already owning a complex phone made replacement decisions with less concern for EOU. The findings support EOU-based differentiation strategies as a legitimate alternative to other forms of differentiation.
Greenacre, L, Burke, PF, Denize, S & Pearce, R 2013, 'The choice of content by information providers in word of mouth communications', Academy of Marketing Studies Journal, vol. 16, no. SI, pp. 19-34.View/Download from: UTS OPUS
Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive understanding of the flow of market information through interpersonal networks is therefore of unique theoretical and practical importance. Present Word-of-Mouth research is receiver centric, largely ignoring the role of the information provider as a gatekeeper to information dissemination. The objective of this research is to develop a more comprehensive understanding of Word-of-Mouth by modelling the decision making behaviour of information providers. Adopting the network theory general assumption of altruistic exchange motivation, this research uses a choice modelling framework to demonstrate that information providers assign greater utility to (1) information about product features important to the receiver, and (2) information which disconfirms receiver preferences. In addition, these effects are found to be moderated by perceptions about the receivers knowledge. Existing research has not previously considered information providers perceptions of receivers as a potential moderator of WOM flow, with the results here suggesting this should be an area of future investigation. © 2012 by the DreamCatchers Group, LLC.
Buchanan, JD, Prescott, AE, Schuck, SR, Aubusson, PJ, Burke, PF & Louviere, JJ 2013, 'Teacher retention and attrition: Views of early career teachers', Australian Journal of Teacher Education, vol. 38, no. 3, pp. 112-129.View/Download from: UTS OPUS or Publisher's site
The provision and maintenance of quality teachers is a matter of priority for the profession. Moreover, teacher attrition is costly to the profession, to the community and to those teachers who leave feeling disillusioned. There is a need to investigate the experiences of early career teachers to consider how these issues contribute to decisions about staying in or leaving the profession. This paper reports on an aspect of a larger study on teacher retention. It describes and analyses the experiences of teachers participating in the study and highlights implications for teacher retention. The study proposes the notion of `resilient stayers, and how beginning teachers resilience might be strengthened and supported. It asks what combination of circumstances in the school and the system, and individual resources of resilience on the part of early career teachers, might maximise the chances of teachers choosing to remain in the profession.
Burke, PF, Schuck, SR, Aubusson, PJ, Buchanan, JD, Louviere, JJ & Prescott, AE 2013, 'Why do early career teachers choose to remain in the profession? The use of best-worst scaling to quantify key factors', International Journal of Educational Research, vol. 62, no. 1, pp. 259-268.View/Download from: UTS OPUS or Publisher's site
Many countries report high attrition rates among beginning teachers. The literature cites many factors that influence a teachers decision to remain in the profession. These include remuneration, workload, support, administration and parents. It is unclear, however, which factors matter most to teachers and, consequently, where best to direct limited resources. This study uses Best-worst Scaling (BWS) and complementary experimental design methods to quantify the relative importance of these factors. The results suggest that improving student engagement, experiencing professional challenges and enjoying collegial support are the most important factors influencing teacher decisions to stay in the profession. Beginning teachers nominate remuneration, recognition, and external factors (e.g., class size; location) as playing a lesser role in their decision to remain teachers.
Greenacre, LM, Burke, PF, Denize, SM & Pearce, R 2012, 'The choice of content by information providers in word of mouth communications', Academy of Marketing Studies Journal, vol. 16, no. Special issue, pp. 19-34.View/Download from: UTS OPUS
Word-of-Mouth communication is an invaluable source of information for consumers. A comprehensive understanding of the flow of market information through interpersonal networks is therefore of unique theoretical and practical importance. Present Word-of-Mouth research is receiver centric, largely ignoring the role of the information provider as a gatekeeper to information dissemination. The objective of this research is to develop a more comprehensive understanding of Word-of-Mouth by modelling the decision making behaviour of information providers. Adopting the network theory general assumption of altruistic exchange motivation, this research uses a choice modelling
Auger, P, Devinney, TM, Louviere, JJ & Burke, PF 2010, 'The importance of social product attributes in consumer purchasing decisions: A multi-country comparative study', International Business Review, vol. 19, no. 2, pp. 140-159.View/Download from: UTS OPUS or Publisher's site
This paper examines the role that social attributesenvironmental and labour conditionsplay in product choice across a range of developed and emerging economies. We use a multi-attribute design to force consumers to not only trade-off social attributes with tangible attributes but also make trade-offs with other intangible attributes, namely brand and country of origin. Our results show that: (1) social attributes are generally more influential in developed than in emerging economies, (2) the importance of social attributes holds across high and low involvement products, and (3) social attributes can influence product choice even when other intangible attributes are included in the design. We believe that our results offer a more accurate picture of the role of social attributes since they are based on a multi-cue, multi-product design that forced consumers to make tradeoffs between tangible and intangible attributes.
Burke, PF, Burton, C, Huybers, T, Islam, T, Louviere, JJ & Wise, C 2010, 'The scale-adjusted latent class model: Application to museum visitation', Tourism Analysis, vol. 15, no. 2, pp. 147-165.View/Download from: UTS OPUS
Preferences of tourists and visitors are varied in a number of markets, making it difficult for managers to understand how underlying segments might respond to changes in service offerings. Market segments differ in preferences for specific features, as well as how consistently they make their choices. In this article, we illustrate recent developments in choice modeling that allows for simultaneously modeling feature preferences and consistency of choice. We use the Scale-Adjusted Latent Class Model (SALCM) to better understand choices in the context of a research project conducted in collaboration with six major Australian museums involving a sample of 3,685 museum visitors. We identify three preference classes of museum-goers that explain preferences for levels of26 museum attributes: Life Force (two thirds of visitors), Educated Thinkers, and Wealthy At-Homes. Our results indicate sensitivity to general entry prices, including preference for free entry or entry "by donation." Tours are preferred if smaller, lengthier, and conducted by paid museum staff. Not unexpectedly, the findings suggest that museums should cater for children, with some classes responding positively to providing supervised child areas. Most visitors prefer museums that are dynamic, offer new experiences, and regularly update permanent displays. However, the three classes identified have different overall experience preferences; for example, Educated Thinkers see museums as an educational opportunity, but Wealthy At-Homes prefer entertaining experiences. Incentives for return visits and cross-museum promotional offers are valued by the Life Force class, but have little effect on Educated Thinkers. The SALCM approach may be attractive to other areas of tourism analysis, especially where offerings contain many attributes and potential market segments are difficult to define and understand.
Auger, P, Devinney, TM, Louviere, JJ & Burke, PF 2008, 'Do social product features have value to consumers?', International Journal of Research in Marketing, vol. 25, no. 3, pp. 183-191.View/Download from: UTS OPUS or Publisher's site
The present paper utilizes a random utility theoretic experimental design to provide estimates of the relative value that selected consumers place on the social features of products. Experiments were conducted in Hong Kong and Australia using both university students and supporters of the human rights organization Amnesty International. The paper focuses on two classes of social features, labor practices and animal rights and the environment. The results show that the social features of products can, on average, affect an individuals' likelihood of purchasing a product. Also, this paper finds distinctive segments of ethically orientated consumers.
Burke, PF & Reitzig, M 2007, 'Measuring patent assessment quality - analyzing the degree and kind of (in)consistency in patent offices' decision making', Research Policy, vol. 36, no. 9, pp. 1404-1430.View/Download from: UTS OPUS or Publisher's site
Islam, T, Louviere, JJ & Burke, PF 2007, 'Modeling the effects of including/excluding attributes in choice experiments on systematic and random components', International Journal of Research in Marketing, vol. 24, no. 4, pp. 289-300.View/Download from: UTS OPUS or Publisher's site
This paper examines the impact of attribute presence/absence in choice experiments using covariance heterogeneity models and random coefficient models. Results show that attribute presence/absence impacts both mean utility (systematic components) and choice variability (random components). Biased mean effects can occur by not accounting for choice variability. Further, even if one accounts for choice variability, attribute effects can differ because of attribute presence/absence. Managers who use choice experiments to study product changes or new variants should be cautious about excluding potentially essential attributes. Although including more relevant attributes increases choice variability, it also reduces bias.
Verma, R, Louviere, JJ & Burke, PF 2006, 'Using a market-utility-based approach to designing public services: A case illustration from United States Forest Service', Journal Of Operations Management, vol. 24, no. 4, pp. 407-416.View/Download from: UTS OPUS or Publisher's site
Government and public services have to not only enforce the requirements of the regulatory policies, but also have to satisfy the needs of preferences of their clients and customers. In this paper, we summarize the results of a multi-year case study cond
Burke, PF, Zlatevska, N & Wei, X 2016, 'How Health Claims in Food Choices Are Evaluated: What Consumers Nominate as Essential versus Intended Behaviour', Australian and New Zealand Marketing Academy Conference Proceedings, Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, pp. 839-839.
Burke, PF & Wei, X 2015, 'The public opposition to university deregulation', Innovation and Growth Strategies in Marketing, Australian and New Zealand Marketing Academy Conference, Australia and New Zealand Marketing Academy, Sydney, Australia, pp. 830-837.View/Download from: UTS OPUS
This study examines findings from recent surveys conducted to understand public opinion
towards the Federal government’s proposed changes to higher education. Frequently labelled
‘deregulation’, these changes include modifications to the HECS-HELP system, government
funding reductions, and provision for universities to determine tuition fees for domestic
students. Our research shows that public opinion amongst those familiar with universities
strongly oppose deregulation and will impact voting behaviour. The overwhelming feedback
is to maintain the existing HECS-HELP system, with possible modifications in the form of
flexible repayment parameters and refined tuition bands. With such negative market
responses, this study indicates a potential higher education policy failure. However, our
findings also indicate alternative policy changes to appease public expectations
Burke, PF, Sethi, S & Wei, X 2015, 'The multiple benefits of brands and features: Evaluating the position of breads on health, taste, and value', Innovation and Growth Strategies in Marketing, Australian and New Zealand Marketing Academy Conference, Australia and New Zealand Marketing Academy, Sydney, Australia.View/Download from: UTS OPUS
We outline a framework outlining how product positioning occurs in a multi-dimensional
consideration of brand benefits, whilst accounting for how product features further shape
product positioning. Respondents evaluated supermarket breads described by brands and a
variety of features (e.g., flour, claims, price). A holistic evaluation was made with respect to
health, taste, value and overall preference. A brand’s relative position on multiple benefits
was derived via a discrete choice model, simultaneously accounting for the impact that
product features have on these same dimensions. This allows a direct comparison of the
drivers of positioning from a holistic, multi-attribute multi-brand perspective. The results
show the strong value that brands have in driving positioning, but also the role of some
features in furthering this. The research compliments other frameworks and methods in
product positioning, and we outline its extension to benefit segmentation.
Burke, PF, Louviere, JJ, Wei, XIN, MacAulay, G, Quail, K & Carson, R 2013, 'Overcoming challenges and improvements in best-worst elicitation: Determining what matters to Japanese wheat millers', Proceedings of International Choice Modelling Conference 2013, International Choice Modelling Conference, Open Conference Systems, Sydney, Australia, pp. 1-19.View/Download from: UTS OPUS
Knowing how to produce what types of wheat with what characteristics and in what quantities is a key challenge for producer countries like Australia to successfully export wheat to various markets that consume it. Both producers and consumers would benefit by better matching what is produced to what the market(s) prefer and are willing to pay to have produced. Analysis of decision-maker choices is difficult as there are only a small number of millers in any one country that make buying decisions. Moreover, the buyers tend to use an extensive list of quality characteristics to inform their purchases. This research provides details of some of the insights that have been gained into this decision making context using best-worst scaling (BWS), as a choice-based measurement and modelling approach. The survey instrument was administered using CAPI in personal interviews with Japanese flour millers. A small number of flour millers in Japan supply the entire government regulated market with products like Udon and Ramen noodles. Face-to-face interviews were conducted with 14 individuals from four different companies that account for about 74 per cent of wheat flour production in Japan. These individuals play various roles in wheat buying, production, distribution and marketing, such as production managers, quality control specialists and new product and scientific development managers. Based on the literature and pilot discussions with wheat buyers, a list was compiled of 31 factors (attributes) that could be considered by the individuals who influence wheat buying decisions. These included technical attributes (e.g., viscograph peak height; farinograph dough stability, etc) as well as attributes common in most business-to-business trade settings that are often cited as important in many agricultural trade contexts (e.g., price; country of origin; uniformity of shipment, etc).
Freire Souza, F & Burke, PF 2012, 'Brand halo: understanding its implications, shortcomings and directions for choice studies', Proceedings of ANZMAC 2012 website, Australian and New Zealand Marketing Academy Conference, Australian and New Zealand Marketing Academy, Adelaide, pp. 1-7.View/Download from: UTS OPUS
Humans bias their evaluations of specific personal traits in line with an overall perception of the subject being assessed (Thorndike, 1920). This phenomenon, named Halo Effects, opposes the classic view in psychology regarding the sequence of attitude formation, contending that affect can influence beliefs. In a marketplace setting, halo effects lead to the proposal that a consumers valuation of specific product characteristics are inflated or deflated in a manner that echoes their attitude towards the brand. This distortion may induce violations in the economic assumption of rationality in decision-making. This study reviews brand halo effects in consumer choice and its measurement, proposing boundary conditions that may moderate this bias and affect modern market research techniques that rely on untangling a products utility. It also attempts to explain why the importance of accounting for individual perceptions about brands in developing predictive choice models is a worthwhile endeavour.
Wise, C, Burke, PF & Burke, S 2012, 'The impact of esoteric product specifications on choice', Academy of Marketing Conference Proceedings, Academy of Marketing Conference, Academy of Marketing, Cardiff, Wales, UK, pp. 1-8.View/Download from: UTS OPUS
Wise, C, Burke, PF & Burke, S 2014, 'The impact of esoteric product specifications on choice', 2012 AMA Educators' Proceedings, AMA Summer Educators' Conference, American Marketing Association, Chicago, USA.
Wise, C, Burke, PF & Burke, S 2010, 'Novel specifications: How do consumers cope?', AMA Educators' Proceedings, AMA Summer Marketing Educators' Conference, American Marketing Association, Boston, USA, pp. 62-63.
Burke, PF & Louviere, JJ 2009, 'Factor identification, description, reduction and level valuation: The use of interim best worst scaling to understand quality recreational fishing experiences', 3rd Advances in Tourism Marketing Conference, International Centre for Tourism & Hospitality Research, Bournemouth University, Bournemouth University, United Kingdom, pp. 1-11.
The purpose of this paper is to report on research undertaken at the request of a state government department that wished to determine what matters in defining a quality recreational fishing experience. The department, the identify of which cannot be disclosed at their request, is charged with managing in a range of public sector arenas, including those relating to commercial and recreational fishing. Activities include managing fishing licences, setting perimeters for sustainable fishing and advising local government on facilities required to promote tourism and leisure activities in their areas.
Wise, C & Burke, PF 2009, 'Difficult to evaluate product features: Why credible branding matters', Proceedings of the Australian and New Zealand Marketing Academy Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, Melbourne, pp. 1-9.View/Download from: UTS OPUS
This paper examines how difficulty in evaluation affects the role of features in consumer choice. Hsees (1996) work on evaluability of attributes suggests that hard-to-evaluate features become more (less) important in joint (separate) evaluation tasks where other feature levels are (not) present. Extending this, we examine what happens when difficulty in evaluating features remains even when the benchmark of another feature level is present. Using signalling theory, we argue that consumers utilise brand information, but the extent to which this occurs depends on feature evaluability. Preliminary data shows support for the hypothesised effects, suggesting credible branding generates value in terms of an overall effect on product assessment, but can additionally counteract the effects of hard-to-evaluate features being discounted in choice.
Burke, PF 2008, 'Marketing Better Driving Through Communication and Penalties', XXX INFORMS Marketing Science Conference, XXX INFORMS Marketing Science Conference, Sauder School of Business, The University of British Columbia, Sauder School of Business, The University of British Columbia, pp. 83-83.
Burke, PF, Auger, P, Devinney, TM & Louviere, JJ 2008, 'Evaluating the valuation of ethical features', International Centre for Anti Consumption Research (ICAR) Conference, International Centre for Anti Consumption Research, Faculty of Economics and Business, The University of Sydney, Faculty of Economics and Business, The University of Sydney, pp. 1-8.View/Download from: UTS OPUS
Hartley, NS, Burke, PF & Harrison, P 2008, 'Investigating Adult, Children and Family Pricing and Its Impact on Entry-By-Donation and Free Offers', XXX INFORMS Marketing Science Conference, XXX INFORMS Marketing Science Conference, Sauder School of Business, The University of British Columbia, Sauder School of Business, The University of British Columbia, pp. 9-9.
Burke, PF & Greenacre, LM 2007, 'The Young and the Reckless: Message (In)Effectiveness about the Physical Consequences of Motor-Vehicle Accidents for Young Inexperienced Drivers', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, University of Otago, Dunedin, New Zealand, pp. 1152-1159.View/Download from: UTS OPUS
Many marketing communication strategies focus on the physical consequences of accidents to change young and inexperienced drivers management of risk and to curb their overrepresentation in fatalities. To assess this approach, we consider a framework of risk with two elements (uncertainty and consequences). We argue that drivers are uncertain about accidents occurring, and that young inexperienced drivers inappropriately cognitively manage this uncertainty by distorting their views on self-risk relative to drivers whom are more experienced or in their own peer group. We present evidence supporting this. We also consider, and find evidence to support the view, that young less experienced drivers are primarily concerned with physical consequences of risky driving behaviour relative to other consequences. It is concluded that the message has gotten through to such drivers about this consequence as a result of existing campaigns. Future research should now examine whether a change in theme may bring about further reductions in vehicle accidents among these drivers.
Burke, PF & Reitzig, M 2007, 'Multi-Stage Decision Consistency in the Public Policy Arena: Examining Patent Office Service Quality', XXIX INFORMS Marketing Science Conference, XXIX INFORMS Marketing Science Conference, Institute for Operations Research and the Management Sciences, Singapore Management University, pp. 89-89.
Burke, PF, Burton, C, Wise, C, Louviere, JJ & Huybers, T 2007, 'Museum Visitors Care about Everything! Using Best-Worst Scaling for Strategic Focus', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, Otago University, Dunedin, New Zealand, pp. 459-467.View/Download from: UTS OPUS
Museums face similar challenges to those encountered by managers of fast-moving consumer goods. For instance, both must determine what things (factors) attract consumers (visitors) to their products (museums). Several methodologies have been applied in this area to find out what matters to visitors. In general, these methods produce lengthy lists and do not discriminate between items in terms of relative positioning. In this paper, we explore the use of best-worst scaling (BWS) to reduce and to quantify factors in their order of impact or importance. BWS is simple to use, producing results that are easy to communicate to nontechnical audiences, fostering links between research and actionable implications. We use an example with museum visitors to provide insights into the applicability of this technique to the arts sector, its limitations and areas for further research.
Islam, T, Louviere, JJ & Burke, PF 2007, 'Estimating Preference Distributions From Models of Individual Decision Makers', XXIX INFORMS Marketing Science Conference, XXIX INFORMS Marketing Science Conference, Institute for Opeations Research and the Management Sciences (INFORMS), Singapore Management University, pp. 6-6.
Burke, PF 2006, 'Meaningless and ambiguous differentiation: considering their relative value using random utility theory and signalling theory', Advancing Theory, Maintaining Relevance - Proceedings of the 2006 ANZMAC Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, Brisbane, Australia, pp. 1-7.View/Download from: UTS OPUS
Burke, PF & Reitzig, M 2006, 'Measuring patent office quality', Knowledge, Action and the Public Concern - 2006 Academy of Management Annual Meeting Proceedings, Academy of Management Annual Meeting, AoM, Atlanta, GA, USA.
Burke, PF, Bateman, I, Wang, PZ & Louviere, JJ 2006, 'Throwing cold water on order', Institute for Operations Research and the Management Sciences (INFORMS) Annual Meeting, XXVII INFORMS Marketing Science Conference, Graduate School of Business, University of Pittsburgh, Pittsburgh, USA, pp. 46-46.
Greenacre, LM, Burke, PF & Denize, SM 2006, 'Important information in word of mouth communication: acquisition vs. dissemination', Advancing Theory, Maintaining Relevance - Proceedings of the 2006 ANZMAC Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, Brisbane, Australia, pp. 1-7.View/Download from: UTS OPUS
Louviere, JJ, Burke, PF, Street, D, Burgess, LB & Marley, AA 2006, 'Dicrete choice surveys: Improving completion rates and getting better data', Asia-Pacific Quantitative Methods in Marketing Conference, Sydney, Australia.
Burke, PF 2005, 'Seeking simplicity in complexity: profiling consumers who prefer easy-to-use products in the DVD recorder market', Broadening the Boundaries - ANZMAC 2005 Conference Proceedings, Australian and New Zealand Marketing Academy Conference, University of Western Australia, Fremantle, Australia, pp. 1-7.View/Download from: UTS OPUS
Burke, PF, Devinney, TM & Louviere, JJ 2005, 'Using choice models to measure the dollar return to the marketer for building brand equity and identifying the dollar value of each key 'driver'', Marketing in the New Millennium: using knowledge to find, understand and keep consumers - AMR Interactive, AMR Interactive, -, Sydney, Australia.
Burke, PF, Islam, T, Louviere, JJ & Wise, C 2005, 'Modelling the variance of the random utility component in choice', Rejuvenating Marketing: contamination, innovation, integration - Proceedings of the 34th EMAC Conference, Engineering Mathematics and Applications Conference, European Marketing Academy, Milan, Italy.
Delaney, JA, Burke, PF & Gudergan, S 2005, 'National culture, materialism and consumption behaviour', Broadening the Boundaries - ANZMAC 2005 Conference Proceedings, Australian and New Zealand Marketing Academy Conference, University of Western Australia, Fremantle, Australia, pp. 21-27.View/Download from: UTS OPUS
Auger, P, Burke, PF, Devinney, TM & Louviere, JJ 2004, 'Consumer reaction to social issues: a six country study.', Proceedings of the 33rd EMAC Conference: Worldwide Marketing?, Engineering Mathematics and Applications Conference, University of Murcia, Murcia, Spain, pp. 1-5.View/Download from: UTS OPUS
Burke, PF 2204, 'Constructing willingness to pay for product attributes in the probability space.', Conference Proceedings of the 2004 Australian and New Zealand Marketing Academy Conference: "Marketing Accountabilities and Responsibilities", Australian and New Zealand Marketing Academy Conference, ANZMAC, Wellington, New Zealand, pp. 1-7.View/Download from: UTS OPUS
Burke, PF 2004, 'Modeling the Variance of the Random Utility Components in Choice', -, Institute for Operations Research and the Management Sciences Annual Meeting, -, Denver, USA.
Burke, PF, Kayande, UA & Louviere, JJ 2003, 'A Generalised Rescaling Approach for Detecting Differences in Both Choice Uncertainty and Preference Parameters', XV Marketing Science Conference, XV Marketing Science Conference, INFORMS, Robert H. Smith School of Business, University of Maryland, USA, pp. 47-47.
This was submitted as a refereed abstract for conference presentation.
Aubusson, P, Skamp, K, Burke, PF, Pressick-Kilborn, K, Ng, W, Palmer, T-A, Goodall, A & Ferguson, J Primary Connections 2019, Primary Connections: Linking science with literacy Stage 6 research evaluation final report, pp. 1-151, Sydney.View/Download from: UTS OPUS
This report presents findings from the External Independent Evaluation and Research for Primary Connections Stage 6 (2014–2018) conducted by a research team from the University of Technology Sydney (UTS).
Burke, P, Schuck, SR, Aubusson, P, Ng, W, Pressick-Kilborn, K & Palmer, T-A 2017, Supporting the Effective Teaching of Primary Science and Technology: A discrete choice experiment approach, Australia.View/Download from: UTS OPUS
Aubusson, P, Schuck, SR, Ng, W, Burke, P, Pressick-Kilborn, K & Palmer, T 2016, Case Study Report: Quality Learning and Teaching in Primary Science and Technology, Australia.View/Download from: UTS OPUS
Aubusson, P, Schuck, SR, Ng, W, Burke, P, Pressick-Kilborn, K & Palmer, T-A Association of Independent Schools New South Wales 2015, Quality Learning and Teaching in Primary Science and Technology Literature Review, no. 2nd Edition, Australia.View/Download from: UTS OPUS
In its 2nd edition, the aim of this literature review is to address the broad research question: What characterises quality teaching and learning in primary science and technology? Effective teaching that engages students to learn successfully indicates quality.
Schuck, SR, Aubusson, PJ, Buchanan, JD, Louviere, JJ, Burke, PF & Prescott, AE UTS: CRLC and CENSOC 2012, Retaining effective early career teachers in NSW schools, pp. 1-193, Sydney.View/Download from: UTS OPUS
This project was commissioned by the NSW Department of Education and Training. This four and a half year research project had the aims of tracking a cohort of final year (2005) preservice teacher education students through their post-graduation experience into 2006, 2007, 2008 and 2009, in order to understand more clearly the reasons why some early career teachers (ECTs) in NSW public schools choose to leave the profession, and why others choose to remain; and in order to develop strategies to increase the retention rate of effective teachers during their early years of teaching.
Presentation at the Australasian Science Education (ASERA) Conference 2019.
Quality teaching and learning in primary science and technology is more likely to be effective when applied by a teacher
with sound pedagogical and content knowledge in this subject. Research highlights inquiry-based learning as an effective
pedagogical framework that underpins a number of useful teaching models and approaches explored here. Other
strategies and characteristics associated with quality science and technology teaching and learning are also discussed.