MRIC Key Activities

MRIC-Key Activities
Sara Dolnicar and John Rossiter

Brand image (branding) methodology and measurement

This stream is coordinated by Professors Sara Dolnicar and John Rossiter. Other researchers from the Centre also participate in some of the research projects within this stream, based on the topic's alignment with their research.

Research projects in this research stream aim to understand the stability of brand image, develop and apply different quantitative scales, identify sustainable tourism segments and highlight advanced issues in market segmentation research.

Quantitative measurement theory and applications

The quantitative research stream is coordinated by John Rossiter. The theoretical basis for this research stream is Rossiter's (2002) publication on the C-OAR-SE procedure for scale development.

Research projects in this stream include Brand and ad measures in advertising copy tests, Single-item versus multiple-item measures, the properties of semantic-differential scale items and the C-OAR-SE procedure applied to measurement of website service quality.