The Ehrenberg-Bass Institute for Marketing Science
Encyclopedia
The Ehrenberg-Bass Institute for Marketing Science is a marketing research
institute
within the School of Marketing
at the University of South Australia
in Adelaide
, Australia
. It is an independent, not-for-profit institute. Previously named the Marketing Science Centre, it was elevated to institute status in 2005 after recognition of over a decade of achievements. It is the first university
institute devoted to marketing science. To signal the Institute's research philosophy
it was renamed after two marketing academics, Professor Andrew Ehrenberg and Professor Frank Bass
. Both Ehrenberg and Bass have championed the development of simple generalised laws that can be described mathematically and can be widely applied.
The Institute aims to uncover law-like patterns and relationships and build empirically grounded theory to explain and predict buyer behaviour and brand performance.
The Institute Director is Professor Byron Sharp
and it is governed by three Advisory Boards that meet annually to discuss research directions and key priorities. These are held in the United States
, the United Kingdom
and Australia.
, Procter & Gamble
and Turner Broadcasting through the Corporate Sponsorship Program. This R&D program has been established to research some of the fundamental issues of marketing and buyer behaviour. Empirical
Generalisations have been established through this R&D program. The Institute's Corporate Sponsors receive discoveries in reports and in-house briefings.
research
is tailored to the client's specific needs and can be both qualitative
and quantitative
. The Institute interprets raw data
and draws implications for marketing strategy. Most aspects of market research can be undertaken at the Institute as there is an in-house computer-assisted telephone survey facility. The Institute also runs focus groups, in-depth interviews, on-line surveys and undertakes mystery shopping
research. There are experts in the areas of branding
, advertising
, media
, buyer behaviour, pricing
, sustainable marketing, wine marketing and service quality.
, City of Burnside
, City of Unley
, City of Holdfast Bay
, City of Campbelltown
and City of West Torrens
has been set up to allow the local community
to participate in the council's decision making process. The Institute establishes online surveys which are emailed to registered residents allowing them to participate. The response rate is around 90%. It provides a new opportunity for residents to express their thoughts, ideas and concerns.
wine resource titled the International Wine Marketing & Wine Tourism Database
. It is a bibliographic database that indexes
and abstracts articles from published material on all aspects of the global wine industry. Documents include journal articles, books, government publications, research reports, statistical documents and conference papers.
, co-hosted an advertising conference with Professor Yoram (Jerry) Wind from The Wharton School in the US in December 2008. The conference explored the digital revolution within advertising and how advertising may work in the future. The event was attended by over 100 senior advertising professionals. The conference lead to a special edition of the Journal of Advertising Research which was released in June 2009. The Institute is collaborating with The Wharton School's 'Future of Advertising' project and the Advertising Research Foundation
in 2012 for a follow-up to the 2008 conference which will feature research on multi-media orchestrated advertising.
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
institute
Institute
An institute is a permanent organizational body created for a certain purpose. Often it is a research organization created to do research on specific topics...
within the School of Marketing
University of South Australia
The University of South Australia is a public university in the Australian state of South Australia. It was formed in 1991 with the merger of the South Australian Institute of Technology and Colleges of Advanced Education. It is the largest university in South Australia, with more than 36,000...
at the University of South Australia
University of South Australia
The University of South Australia is a public university in the Australian state of South Australia. It was formed in 1991 with the merger of the South Australian Institute of Technology and Colleges of Advanced Education. It is the largest university in South Australia, with more than 36,000...
in Adelaide
Adelaide
Adelaide is the capital city of South Australia and the fifth-largest city in Australia. Adelaide has an estimated population of more than 1.2 million...
, Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
. It is an independent, not-for-profit institute. Previously named the Marketing Science Centre, it was elevated to institute status in 2005 after recognition of over a decade of achievements. It is the first university
University
A university is an institution of higher education and research, which grants academic degrees in a variety of subjects. A university is an organisation that provides both undergraduate education and postgraduate education...
institute devoted to marketing science. To signal the Institute's research philosophy
Philosophy
Philosophy is the study of general and fundamental problems, such as those connected with existence, knowledge, values, reason, mind, and language. Philosophy is distinguished from other ways of addressing such problems by its critical, generally systematic approach and its reliance on rational...
it was renamed after two marketing academics, Professor Andrew Ehrenberg and Professor Frank Bass
Frank Bass
Frank M. Bass was an American academic in the field of marketing research, and is considered to be among the founders of marketing science. He was the creator of the Bass diffusion model that describes the adoption of new products and technologies by first-time buyers...
. Both Ehrenberg and Bass have championed the development of simple generalised laws that can be described mathematically and can be widely applied.
The Institute aims to uncover law-like patterns and relationships and build empirically grounded theory to explain and predict buyer behaviour and brand performance.
The Institute Director is Professor Byron Sharp
Byron Sharp
Byron Sharp is a Professor of Marketing Science at the University of South Australia.-Key Works:His most cited work is on loyalty programs...
and it is governed by three Advisory Boards that meet annually to discuss research directions and key priorities. These are held in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
and Australia.
Corporate Sponsorship
The Institute's research into marketing is sponsored by corporations such as The Coca-Cola Company, UnileverUnilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
, Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
and Turner Broadcasting through the Corporate Sponsorship Program. This R&D program has been established to research some of the fundamental issues of marketing and buyer behaviour. Empirical
Empirical
The word empirical denotes information gained by means of observation or experimentation. Empirical data are data produced by an experiment or observation....
Generalisations have been established through this R&D program. The Institute's Corporate Sponsors receive discoveries in reports and in-house briefings.
Contract Research
ContractContract
A contract is an agreement entered into by two parties or more with the intention of creating a legal obligation, which may have elements in writing. Contracts can be made orally. The remedy for breach of contract can be "damages" or compensation of money. In equity, the remedy can be specific...
research
Research
Research can be defined as the scientific search for knowledge, or as any systematic investigation, to establish novel facts, solve new or existing problems, prove new ideas, or develop new theories, usually using a scientific method...
is tailored to the client's specific needs and can be both qualitative
Qualitative research
Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such...
and quantitative
Quantitative
A quantitative property is one that exists in a range of magnitudes, and can therefore be measured with a number. Measurements of any particular quantitative property are expressed as a specific quantity, referred to as a unit, multiplied by a number. Examples of physical quantities are distance,...
. The Institute interprets raw data
Raw data
'\putang inaIn computing, it may have the following attributes: possibly containing errors, not validated; in sfferent formats; uncoded or unformatted; and suspect, requiring confirmation or citation. For example, a data input sheet might contain dates as raw data in many forms: "31st January...
and draws implications for marketing strategy. Most aspects of market research can be undertaken at the Institute as there is an in-house computer-assisted telephone survey facility. The Institute also runs focus groups, in-depth interviews, on-line surveys and undertakes mystery shopping
Mystery shopping
Mystery shopping or a mystery consumer is a tool used externally by market research companies or watchdog organizations or internally by companies themselves to measure quality of service or compliance to regulation, or to gather specific information about products and services...
research. There are experts in the areas of branding
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
, advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
, media
Mass media
Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...
, buyer behaviour, pricing
Pricing
Pricing is the process of determining what a company will receive in exchange for its products. Pricing factors are manufacturing cost, market place, competition, market condition, and quality of product. Pricing is also a key variable in microeconomic price allocation theory. Pricing is a...
, sustainable marketing, wine marketing and service quality.
Community Panel
The Ehrenberg-Bass Institute in conjunction with six South Australian councils has established the Community Panel. The joint-inititiave with The City of Tea Tree GullyCity of Tea Tree Gully
The City of Tea Tree Gully is in the Australian state of South Australia, in the outer north-eastern suburbs of Adelaide. The city has a estimated population of 100,155 people and is one of the most populous local government divisions in Adelaide...
, City of Burnside
City of Burnside
The City of Burnside is a local government area with an estimated population of 44,300 people in the South Australian city of Adelaide. Burnside was founded in August 1856 as the District Council of Burnside, and was classed as a city in 1943. It is named after the property of an early settler and...
, City of Unley
City of Unley
The City of Unley, is a Local Government Area in the Adelaide metropolitan region. It is located directly south of the Adelaide city centre. The City of Unley was proclaimed in 1906.-Suburbs:-External links:***...
, City of Holdfast Bay
City of Holdfast Bay
The City of Holdfast Bay is a Local Government Area in the south western coastal suburbs of Adelaide, South Australia.-Origins:The council was formed 1 January 1997, when the former councils of Glenelg and Brighton were amalgamated by the State government...
, City of Campbelltown
City of Campbelltown
The City of Campbelltown refers to several places:*City of Campbelltown – a local government area in the Australian state of New South Wales....
and City of West Torrens
City of West Torrens
The City of West Torrens is a Local Government Area in the western suburbs of Adelaide, South Australia. Since the 1970s the area was mainly home to many open spaces and parks, however after the mid-1990s the LGA became more residential.-Suburbs:...
has been set up to allow the local community
Community
The term community has two distinct meanings:*a group of interacting people, possibly living in close proximity, and often refers to a group that shares some common values, and is attributed with social cohesion within a shared geographical location, generally in social units larger than a household...
to participate in the council's decision making process. The Institute establishes online surveys which are emailed to registered residents allowing them to participate. The response rate is around 90%. It provides a new opportunity for residents to express their thoughts, ideas and concerns.
International Wine Marketing & Wine Tourism Database
The Institute has established an onlineONLINE
ONLINE is a magazine for information systems first published in 1977. The publisher Online, Inc. was founded the year before. In May 2002, Information Today, Inc. acquired the assets of Online Inc....
wine resource titled the International Wine Marketing & Wine Tourism Database
Database
A database is an organized collection of data for one or more purposes, usually in digital form. The data are typically organized to model relevant aspects of reality , in a way that supports processes requiring this information...
. It is a bibliographic database that indexes
Bibliographic index
A bibliographic index is a bibliography, an aid to search the literature of, for example, an academic field or discipline , to works of a specific literary form or published in a specific format , or to the analyzed contents of a serial publication...
and abstracts articles from published material on all aspects of the global wine industry. Documents include journal articles, books, government publications, research reports, statistical documents and conference papers.
Wharton Business School
The Institute Director Professor Byron SharpByron Sharp
Byron Sharp is a Professor of Marketing Science at the University of South Australia.-Key Works:His most cited work is on loyalty programs...
, co-hosted an advertising conference with Professor Yoram (Jerry) Wind from The Wharton School in the US in December 2008. The conference explored the digital revolution within advertising and how advertising may work in the future. The event was attended by over 100 senior advertising professionals. The conference lead to a special edition of the Journal of Advertising Research which was released in June 2009. The Institute is collaborating with The Wharton School's 'Future of Advertising' project and the Advertising Research Foundation
Advertising Research Foundation
The Advertising Research Foundation is a nonprofit industry association for creating, aggregating, synthesizing and sharing knowledge in the fields of advertising and media. It was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies...
in 2012 for a follow-up to the 2008 conference which will feature research on multi-media orchestrated advertising.