A/Prof. David Bednall

STAFF PROFILE

Position

Visitor

Faculty

Faculty of Business and Law

Department

BL Marketing

Campus

Melbourne Burwood Campus

Qualifications

Doctor of Philosophy, La Trobe University, 1987
Master of Arts, University of Melbourne, 1976
Bachelor of Arts, University of Melbourne, 1970

Biography

David Bednall is an Honorary Associate Professor in the Department of Marketing in Deakin Business School. David's research interests include the use of market research in commercial litigation, the relationship between customer analytics and market research, response rates and Consumer communities of innovation.

He was Head of Research for the Australian Broadcasting Tribunal from 1977 to 1980, a Senior Research Fellow for the Australian Institute of Multicultural Arts from 1980 to 1983, Manager of the Market Research Branch of the Australia Post from 1983 to 1988. David was also Victorian Manager for the Newspoll Market research from 1988 to 1991, Executive Manager of Support Sevice for the Frank Small and Associates from 1991 to 1993 and Manager of Human Communication for the Telstra Research Labs from 1995 to 1997. 

He edits the 'Invited Commentary' section of Research News.

Read more on David's profile

Career highlights

  • Head of Research, Australian Broadcasting Tribunal
  • Senior Research Fellow, Australian Institute of Multicultural Affairs
  • Market Research Manager, Australia Post
  • Victorian Manager, Newspoll Market Research
  • Manager, Human Communication, Telstra Research Labs
  • Guest lecturer, Asian-Pacific Postal Training Centre, Bangkok and Ecole de Management de Normandie

Research interests

  • Customer Insights
  • Telecommunications Users
  • Community and student gambling
  • Market Research Industry and Customer Analytics
  • Response Rates
  • Expert Marketing Evidence and Legal Surveys
  • Online User Groups
  • Free service trials

Affiliations

  • Editor, Invited Commentaries, Research News.
  • Member, Editorial Board, Journal of Research in Interactive Marketing.
  • Qualified Practising Market Researcher.
  • Judge, Market Research Industry Effectiveness Awards.
  • Member, Organising Committee, European Conference on Research Methodology.
  • ARC Reviewer.

Teaching interests

  • Consumer Behaviour
  • Market Research
  • Services Marketing
  • Integrated Marketing Communication
  • Marketing Theory and Practice

Units taught

  • MMK101 - Marketing Fundamentals
  • MBA720 - Marketing Management
  • MMK266 - Consumer Behaviour
  • MMK265 - Market Research
  • MMK251 - Services Marketing
  • MMK737 - Online Marketing
  • MMK738 - Integrated Marketing Communication
  • Introduction to Quantitative Methods (for HDR)
  • Customer Profiling

Knowledge areas

  • Consumer Behaviour
  • Public Policy in Gambling and Communications
  • Market Research
  • Survey Response Rates
  • Customer Analytics
  • Legal Market Research

Expertise

Consumer behaviour Customer insights Market research and polling Legal market research
  • Consumer behaviour

Awards

  • Faculty Teaching Awards, 2013.
  • Bowater Trust Staff Award, 2012.

Projects

  • Customer Insights
  • Telecommunications Users
  • Community and student gambling
  • Market Research Industry and Customer Analytics
  • Response Rates
  • Expert Marketing Evidence and Legal Surveys
  • Online User Groups
  • Free service trials

Publications

Filter by

2018

A trial engagement? Innovative free and other service trials

D Bednall, H Oppewal, K Laochumnanvanit, C Nguyen

(2018), Vol. 32, pp. 46-56, Journal of services marketing, Bingley, Eng., C1

journal article
2017

Promotional competitions: a taxonomy of campaign framing choices integrating economic, informational, and affective objectives

S Ogden, S Minahan, D Bednall

(2017), Vol. 23, pp. 449-480, Journal of promotion management, London, Eng., C1

journal article

Improving business recruitment for statistical agency surveys

D Bednall, S Gelsi, T Price, M Valos

(2017), Vol. 2017-June, pp. 33-42, Proceedings of the European Conference on Research Methods in Business and Management Studies, E1-1

conference
2016

Perceptions of mobile plan unit pricing and terms and conditions

L McQuilken, N Robertson, M Polonsky, P Harrison, D Bednall

(2016), Vol. 34, pp. 734-753, Marketing intelligence and planning, Bingley, Eng., C1

journal article

Best practice business to business survey: research recruitment for the MCM

D Bednall, M Valos, M Spiers

(2016), Burwood, Vic., A6

research report/technical paper

Social research: strength of evidence rating tool

D Bednall, C Nguyen

(2016), Burwood, Vic., A6

research report/technical paper
2014

Consumer response to unit pricing for mobile telephony

D Bednall, M Polonsky

(2014), Melbourne, Vic., A6

research report/technical paper
2013

Ethnic consumers of the arts: Extending the MAO model

H Le, D Bednall, Y Fujimoto

(2013), pp. 78-95, Transcultural Marketing for Incremental and Radical Innovation, B1-1

book chapter

Expert marketing evidence

D Bednall

(2013), pp. 1-86, Expert evidence, Pyrmont, NSW, B1

book chapter

Response rates in Australian market research

D Bednall, M Spiers, A Ringer, A Vocino

(2013), Melbourne, Vic., A6-1

research report/technical paper
2012

Getting Generation Y to attend: Friends, interactivity and half-time entertainment

D Bednall, M Valos, S Adam, C McLeod

(2012), Vol. 15, pp. 80-90, Sport Management Review, C1

journal article

Color, champagne, and trademark secondary meaning surveys : devilish detail

D Bednall, P Gendall, J Hoek, S Downes

(2012), Vol. 102, pp. 967-1013, Trademark reporter, New York, N. Y., C1

journal article
2011

Tomorrow's car - For today's people: Can tilting three wheeled vehicles be a solution for the problems of today and the future?

F Will, J Davdison, P Couchman, D Bednall

(2011), SAE Technical Papers, C1

journal article

It's about us : Collaboration in the ECRM

D Bednall

(2011), pp. 1-10, ECRM 2011 : Proceedings of the 10th European Conference on Research Methodology for Business and Management Studies, Caen, France, E1

conference

Mandatory residential energy efficiency rating : how are marketers likely to respond?

N Hurst, R Reed, D Bednall

(2011), pp. 1-6, ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?, Perth, W.A., E1

conference
2010

The alignment of market research with business strategy and CRM

M Valos, D Bednall

(2010), Vol. 18, pp. 187-199, Journal of strategic marketing, Abingdon, England, C1

journal article

Ethics in practice: Using compliance techniques to boost telephone response rates

D Bednall, S Adam, K Plocinski

(2010), Vol. 52, International Journal of Market Research, C1

journal article

A preliminary investigation into the phenomenon of social networking sites in Europe and its impact upon generation Y

A Hirst, M Ashwin, D Bednall, O Icoz, M Bjorling

(2010), Vol. 2, pp. 1-11, Journal of retail marketing management research, Hatfield, England, C1

journal article
2009

The world wide web in modern marketing's contribution to organisational performance

S Adam, A Vocino, D Bednall

(2009), Vol. 27, pp. 7-24, Marketing Intelligence & Planning, C1

journal article

Integration of market research and customer analytics : a study of CRM manager perspectives

D Bednall, S Lichtenstein, S Adam

(2009), pp. 1-9, ANZMAC 2009 : Sustainable management and marketing conference, Melbourne, Vic., E1

conference

Social networking, social harassment and social policy

D Bednall, A Hirst, M Ashwin, O Icoz, B Hulten, T Bednall

(2009), pp. 1-8, ANZMAC 2009 : Sustainable management and marketing conference, Melbourne, Victoria, E1

conference

The use and abuse of online social network sites by Gen Y in the EU : Can marketing make a difference?

A Hirst, D Bednall, M Ashwin, O Icoz

(2009), ICBME 2009 : Proceedings of the 5th International Conference on Business, Management and Economics, Izmir, Turkey, E1

conference
2008

Marketing research and customer analytics : interfunctional knowledge integration

S Lichtenstein, D Bednall, S Adam

(2008), Vol. 3, pp. 81-96, International journal of technology marketing, Olney, England, C1

journal article

Service recovery in a service guarantee context

L McQuilken, D Bednall

(2008), pp. 1-8, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : Shifting the Focus from Mainstream to Offbeat, Olympic Park, Sydney, N.S.W., E1

conference

The web in marketing : information cue usage in two commercial domains

S Adam, D Bednall, M Featherstone

(2008), pp. 1-6, ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : Shifting the Focus from Mainstream to Offbeat, Olympic Park, Sydney, N.S.W., E1

conference
2007

Justice-based service recovery in a service guarantee context

L McQuilken, D Bednall

(2007), Vol. 3, pp. 76-89, Journal of the international society of business disciplines, Maryville, MO, C1

journal article

The impact of Porter's strategy types on the role of market research and customer relationship management

M Valos, D Bednall, B Callaghan

(2007), Vol. 25, pp. 147-156, Marketing Intelligence and Planning, C1

journal article

Minding your mobile manners : a cross-national comparison

D Bednall, K Montagu, J Totten

(2007), pp. 1-13, AM 2007 : Marketing theory into practice : 2007 Academy of Marketing Conference, Surrey, England, E1

conference

Customer analytics and marketing research : antithesis and synthesis

D Bednall, S Adam, S Lichtenstein

(2007), pp. 180-187, ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, Dunedin, NZ, E1

conference

The influence of procedural and interactional justice, and disconfirmation on customers post recovery satisfaction evaluations

L McQuilken, A Vocino, D Bednall

(2007), ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, Dunedin, New Zealand, E1

conference
2006

Managing contactability in telephone surveys

K Plocinski, D Bednall, S Adam

(2006), Vol. 14, pp. 4-13, Australasian journal of market & social research, Melbourne,Vic, C1

journal article

The research buyer's perspective of market research effectiveness

D Bednall, M Valos, B Callaghan, L Brennan

(2006), Vol. 14, pp. 33-45, Australasian journal of market & social research, Glebe, N.S.W., C1

journal article

In search of a future strategy for market research services : clients' views on market research suppliers

L Brennan, B Callaghan, M Valos, D Bednall

(2006), Vol. 23, pp. 9-18, Canadian journal of marketing research, Toronto, Canada, C1

journal article

An exploration of the marketing readiness of websites

S Adam, D Bednall, D Fitzgerald

(2006), pp. 1-7, ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, Gardens Point Campus, Brisbane, E1

conference
2005

Client's evaluation of market research reports

D Bednall, K Huynh, G Alford

(2005), Vol. 22, pp. 50-59, Canadian journal of marketing research, Toronto, Canada, C1

journal article

Marketing research performance and strategy

D Bednall, M Valos

(2005), Vol. 54, pp. 438-450, International Journal of Productivity and Performance Management, C1

journal article

Market research effectiveness : the effects of organisational structure, resource allocation and strategic type

M Valos, D Bednall

(2005), Vol. 13, pp. 11-27, Australasian journal of market & social research, Glebe, N.S.W., C1

journal article

Consumers' evaluation of free service trial offers

K Laochumnanvanit, D Bednall

(2005), Vol. 11, pp. 1-13, Academy of marketing science review, Vancouver, Canada, C1

journal article

Research based Guidelines for telephone surveys in the Australian Market and Social Research Industry

A Ringer, D Bednall

(2005), A6

research report/technical paper

Market research effectiveness and strategy : the buyer's perspective

D Bednall, M Valos

(2005), pp. 1-12, Marketing : Building Business, Shaping Society. Proceedings of the 2005 Academy of Marketing Conference, Dublin, Ireland, E1

conference

The influence of marketing logistics networks on organisational performance in Australia and New Zealand

S Adam, D Bednall

(2005), pp. 1-7, Rejuvenating Marketing : contamination, innocation, integration. Proceedings of the 34th EMAC conference, Milan, Italy, E1

conference

Genre, gender and interpretation of movie trailers an exploratory study

C Moore, D Bednall, S Adam

(2005), pp. 124-130, ANZMAC 2005 : Broadening the boundaries, conference proceedings, Fremantle, Western Australia, E1

conference

Cause-related marketing : an extension of the congruity concept

A Ringer, H Oppewal, D Bednall

(2005), pp. 198-206, ANZMAC 2005 : Broadening the boundaries, conference proceedings, Fremantle, Western Australia, E1

conference
2004

Interviewer experience, vocal skills and the recruitment of telephone survey respondents

D Bednall, D Hall

(2004), Vol. 12, pp. 41-52, Australasian journal of market research, Glebe, N.S.W., C1

journal article

Managing respondent co-operation in Australian telephone research

K Plocinski, D Bednall

(2004), ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, Wellington, N.Z., E1

conference

Response rates in telephone surveys: managing contactability

D Bednall, K Plocinski, S Adam

(2004), pp. 1-7, ANZMAC 2004 : marketing accountabilities and responsibilities, Wellington, 29 November-1 December 2004 : proceedings, Wellington, New Zealand, E1

conference

Differences in the role of market research and internal CRM according to strategy type

M Valos, D Bednall, B Callaghan

(2004), pp. 1-8, ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, Wellington, New Zealand, E1

conference

Mobile phone etiquette: a cross-national comparison

D Bednall, J Totten, T Lipscomb

(2004), ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, Wellington, New Zealand, E1

conference

Differences between differentiators and cost leaders in market research and internal CRM usage

M Valos, D Bednall, B Callaghan

(2004), pp. 1-8, ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, Wellington, New Zealand, E1

conference

Management of the market research function in client firms

D Bednall, M Valos, B Callaghan

(2004), pp. 185-193, 2004 AMA Educators' proceedings: enhancing knowledge development in marketing, Boston, Mass., E1

conference

Market research performance and strategy

D Bednall, M Valos

(2004), pp. 99-106, Performance measurement and management: public and private: papers from the fourth international conference on performance measurement and management, Edinburgh, Scotland, E1

conference
2003

Cognitive evaluation: Prompts used to measure sponsorship awareness

J Tripodi, M Hirons, D Bednall, M Sutherland

(2003), Vol. 45, International Journal of Market Research, C1-1

journal article

The relationship between business unit strategy and the use of market research

M Valos, D Bednall

(2003), pp. 1610-1616, ANZMAC 2003 : a celebrations of Ehrenberg and Bass : marketing discoveries, knowledge and contribution, conference proceedings, Adelaide, South Australia, E1

conference

Funded Projects at Deakin

Other Public Sector Funding

Review of VMIA Market Research Framework

A/Prof David Bednall

  • 2012: $9,600

Strength of Eviede3nce Rating Tool

A/Prof David Bednall

  • 2016: $16,300

Industry and Other Funding

Toddler Feeding Study

Dr Michael Valos, Prof Tony Worsley, A/Prof David Bednall

  • 2007: $10,000

Generation Y Leisure Decision Making: Sources of Influence

A/Prof David Bednall, Dr Michael Valos, A/Prof Kate Moore, A/Prof Stewart Adam

  • 2006: $26,631

Review of Market Research Material in Relation to two Brands Involved in Commercial Litigation

A/Prof David Bednall

  • 2012: $41,000

Report on trends in market research responses rates in Australia

A/Prof David Bednall, A/Prof Andrea Vocino, Dr Allison Ringer

  • 2012: $5,000

Consumer's use and understanding of unit pricing in telco advertising

Prof Michael Polonsky, A/Prof David Bednall

  • 2014: $6,233
  • 2013: $6,233

Unilever Australasia - Female Consumer Reaction to Dove Advertising

A/Prof David Bednall

  • 2014: $4,900

Qbrand Pty Ltd - Review of Yellow Pages Trade Mark Survey Data

A/Prof David Bednall

  • 2014: $3,240

Opposition to Trade Mark Application OPTICAL 88 Device - Research Advice

A/Prof David Bednall

  • 2014: $3,500

Review of Market Research Submitted into Proceedings for Registration of a Trade Mark

A/Prof David Bednall

  • 2015: $4,375
  • 2014: $4,900

Self-Steering Loader Matter

A/Prof David Bednall

  • 2014: $1,050

Consultancy Services - Inside Story - Multimode Compliance Survey for the Australian Tax Office

A/Prof David Bednall

  • 2016: $3,200

Survey of Defence Materiel Experts - Corrs Chambers Westgarth

A/Prof David Bednall

  • 2016: $4,360

Supervisions

Principal Supervisor
2015

Cuc Nguyen

Thesis entitled: Impact of community context and individual factors on entrepreneurial propensity and behaviours of rural females in a transitional economy: evidence from Vietnam

Doctor of Philosophy, Department of Marketing

2012

Stephen Ogden-Barnes

Thesis entitled: Promotional Competitions: Management Decision-making in the Australian Consumer Marketplace

Doctor of Philosophy, School of Management and Marketing

2009

Lisa Mc Quilken

Thesis entitled: Justice-based service recovery in a service guarantee context

Doctor of Philosophy, School of Management and Marketing

2005

Stewart Adam

Thesis entitled: The Role of the Web in Marketing and Organisational Performance

Doctor of Philosophy, School of Management and Marketing

1999

Stewart Adam

Thesis entitled: An Investigation of Educator Adoption of Knowledge Media

Master of Commerce, School of Management and Marketing

Executive Supervisor
2016

James Dalgleish

Thesis entitled: Negotiating Meaning: Effects of Group Dynamics on Information System Development

Doctor of Philosophy, Department of Marketing

Associate Supervisor
2020

Stefanie Tralaggan

Thesis entitled: Customer Experience Improvement through Customer Analytics Training for Frontline Employees

Doctor of Philosophy, Department of Marketing

2019

Josip Vlahek

Thesis entitled: Artisans Sustainable Livelihood and the Marketing of Myanmar Handicrafts

Doctor of Philosophy, Department of Marketing

2013

Ahmed Ferdous

Thesis entitled: Experience of IM programs, Perception of IMO and Job Outcomes: The Frontline Employee Perspective

Doctor of Philosophy, School of Management and Marketing

2012

Jonathan Hopwood

Thesis entitled: Strategic Thinking and the Creative Process in Event Management

Doctor of Philosophy, School of Management and Marketing

2008

Jason Stella

Thesis entitled: Psychological Study of Consumer Seeking and Mass Media Consumption

Doctor of Philosophy, School of Management and Marketing