Peter Danaher
Professor
Department:
Address: Owen G Glenn Building
12 Grafton Road
Auckland
Faculty: Business & Economics
Phone: +64 9 373 7599 Ext. 88277
Email: p.danaher@auckland.ac.nz

Marketing Science and Marketing Research

Research Interests:
Most of Peter’s research is concerned with the television and print media. This involves media models, advertising budget setting, advertising effectiveness and people meter TV panel methodology issues. He also has interests in forecasting market response models and customer satisfaction measurement and its use in quality improvement programmes.

Areas of Research:
Media Models
Advertising
Forecasting
Customer satisfaction measurement
Multinomial logit and nested multinomial logit models

Research in Progress:
An application of choice modeling to optimal TV programming
Analysing programme loyalty versus time loyalty for TV shows
Studying the relationship between price, quality, value and market share in service industries
Examining the diffusion of successive waves of new technologies
Retention economics in service industries
Comparing Advertising Channel Effectiveness

Teaching Interests:
Peter’s main teaching interests are anything to do with a computer in Marketing. Papers taught include Research Methods in Marketing, Marketing Research, Marketing Models, Advertising and Sampling and Experimental Design.
Qualifications:
---- BSc Hons Auckland
---- Doctor of Philosophy Florida State
---- MSc Purdue
Awards:
2006 Fellow of the Australia New Zealand Marketing Academy
2006 Finalist for the O'Dell Award for the best JMR paper in past 5 years
2003 Winner of two University of Auckland Research Excellence Awards, one for ‘sustained research performance’ and the other for ‘outstanding research performance in the previous calendar year’.
2002 Finalist for the John Little Award for the best article in Marketing Science
2001 ANZMAC Researcher of the Year
Selected Publications:
Refereed Journal Articles
2008 DANAHER, P.,  BONFRER, ANDRE, A.,  DHAR, SANJAY, S.,  ‘The Effect of Competitive Advertising Interference on Sales for Packaged Goods‘, Journal of Marketing Research (forthcoming), 08/08/2008
2007 DANAHER, P.,  ‘Modeling Page Views Across Multiple Websites With An Application to Internet Reach and Frequency Prediction‘, Marketing Science, 26, 3, 422-437.
2006 DANAHER, P.,  MULLARKEY, G.,  ESSEGAIER, S.,  ‘Factors Affecting Website Visit Duration: A Cross-Domain Analysis‘, Journal of Marketing Research, 43, May 2006, 182-194.
2005 DANAHER, P.,  ‘Bacon with Your Eggs? Applications of a New Bivariate Beta-Binomial Distribution‘, American Statistician Vol 59, 4, 282-286.
2003 DANAHER, P.,  WILSON, I.,  DAVIS, R.,  ‘A Comparison of Online and Offline Consumer Brand Loyalty‘, Marketing Science Volume 22, 4, 461-476.
2003 DANAHER, P.,  MULLARKEY, G.,  ‘Factors Affecting Online Advertising Recall: A Study of Students‘, Journal of Advertising Research, 43, 3 (September), 252-267.
2002 N.COVIELLO,  BRODIE, R.,  DANAHER, P.,  JOHNSTON, W.,  ‘How Firms Relate to their Markets: An Empirical Examination of Contemporary Marketing Practices‘, Journal of Marketing, 66, 3, 33-47.
2002 DANAHER, P.,  ‘Optimal Pricing of Subscription Services: Analysis of a Market Experiment‘, Marketing Science, 21, 2, 119-138.
2001 DANAHER, P.,  HARDIE, B.,  PUTSIS, W.,  ‘Incorporating Marketing Mix Variables in Models of the Diffusion of Successive Generations of Technological Innovations‘, Journal of Marketing Research, 38, 4, 501-514.
2001 DANAHER, P.,  MAWHINNEY, D.,  ‘Optimizing Television Program Schedules Using Choice Modeling‘, Journal of Marketing Research, 38, 3, 298-312.
2000 BRODIE, R.,  DANAHER, P.,  ‘Building Models for Marketing Decisions: Improving Empirical Procedures‘, International Journal of Research and Marketing, 17, 135-139.
2000 DANAHER, P.,  COLGATE, M.,  ‘Implementing a Customer Relationship Strategy: The Asymmetric Impact of Poor Versus Excellent Execution‘, Journal of the Academy of Marketing Science, (summer), 28, 3, 375-387.
2000 DANAHER, P.,  BRODIE, R.,  ‘Understanding the Characteristics of Price Elasticities for Frequently Purchased Packaged Goods‘, Journal of Marketing Management, 16,8, 917-936.
1999 HANSEN, D.,  DANAHER, P.,  ‘Inconsistent Performance Within the Service Encounter: Whats a Good Start Worth?‘, Journal of Service Research 1 (3), 227-235.
1998 DANAHER, P.,  MATTSSON, J.,  ‘A comparison of service delivery processes of different complexity‘, International Journal of Service Industry Management, 9,1, 48-63.
1998 DANAHER, P.,  LAWRIE, J.,  ‘Behavioral measures of television audience appreciation‘, Journal of Advertising Research, 38,1, 54-65.
1998 DANAHER, P.,  ‘Customer heterogeneity in service management‘, Journal of Service Research, 1, 2, 129-139.
1997 DANAHER, P.,  GALLAGHER, R.,  ‘Modelling Customer Satisfaction in Telecom New Zealand‘, European Journal of Marketing, 31, 2, 122-133.
1997 DANAHER, P.,  ‘Using Conjoint Analysis to Determine the Relative Importance of Service Attributes Measured in Customer Satisfaction Surveys‘, Journal of Retailing, 73, 2, 235-260.
1996 DANAHER, P.,  GREEN, B.,  ‘A comparison of media factors that influence the effectiveness of direct response television advertising‘, Journal of Direct Marketing, 6, 4, 125-139.
1996 HADDRELL, V.,  DANAHER, P.,  ‘A comparison of question scales used for measuring customer satisfaction‘, International Journal of Service Industry Management, 7, 4, 4-26.
1996 DANAHER, P.,  ARWEILER, N.,  ‘Customer satisfaction in the tourist industry: a case study of visitors to New Zealand‘, Journal of Travel Research, 35, 1, 89-93.
1996 RUST, R.,  DANAHER, P.,  ‘Indirect marketing benefits from service quality‘, Quality Management Journal, 3, 2, 63-88.
1996 DANAHER, P.,  ‘Wearout effects in target marketing‘, Marketing Letters, 7, 3, 273-285.
1995 DANAHER, P.,  RUST, R. T.,  ‘Determining the optimal return of investment for an advertising campaign‘, European Journal of Operations Research 8 (3), 419-427.
1995 DANAHER, P.,  ‘Research in customer satisfaction: methodological and measurement issues‘, New Zealand Journal of Business 17(2), 8-16.
1995 DANAHER, P.,  ‘What happens to television ratings during commercial breaks?‘, Journal of Advertising Research 35(1), 37-47.
Books
1998 ROSSITER, J.,  DANAHER, P.,  ‘Advanced media planning‘, Norwell, MA: Kluwer Academic Publishers, 110.
Sections in Books
2001 LEEFLANG, P.,  KUMAR, V.,  BRODIE, R.,  DANAHER, P.,  ‘Econometric Models for Forecasting Market Share‘ In: J. Scott Armstrong (ed.), Principles of Forecasting: A Handbook for Research Practitioners, Kluwer Academic Publishers



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