Dr. Mike Brennan Senior Lecturer Education BSc, DipEd, M.Phil, Phd

Personal Profile Mike Brennan has been in the Department for fifteen years, teaching both under graduate and postgraduate courses, both internally and extramurally. Prior to joining the Department, Mike was a researcher in the Department of Education at Massey, then a Research Officer with the Market Research Centre at Massey. Mike is the editor of the Marketing Bulletin, a refereed academic journal that is published by the Department. Speciality Market Research Methodology Business Ethics Sales Promotion Demand Estimation TV viewing behavior. Papers Taught 156.300 Sport Marketing 156.334 Marketing Planning

Publications

2008

Brennan, M., & Charbonneau, J. (2008). Improving mail survey response rates using chocolate, reminders and replacement questionnaires. Public Opinion Quarterly (in press).

2007

Brennan, M., Charbonneau, J., & Hercus, A. (2007). Coffee, tea, or replacement questionnaires? Improving mail survey response rates from volunteers. Australasian Journal of Market and Social Research, 30, 17-25.

2005

Brennan, M., & Charbonneau, J. (2005). Constructing demand curves: A comparison of two procedures using the Juster Scale. Marketing Bulletin, 16, Research Note 7.

Brennan, M., & Charbonneau, J. (2005). The colour purple: The effect of questionnaire colour on mail survey response rates. Marketing Bulletin, 16, Research Note 5.

Brennan, M., Benson, S., & Kearns, Z. (2005). The effect of introductions on telephone survey participation rates. International Journal of Market Research, 47 (1), 65-74.

Brennan, M. (2005). A test of two procedures for increasing responses to mail surveys. Marketing Bulletin, 15, Research Note 3.

Brennan, M. (2005). Chapter 9: Research Proposals. In Lisa Emerson (Ed). Writing Guidelines for Business Students (3rd ed). Palmerston North: The Dunmore Press Ltd, 67-71.

Brennan, M., & Emmerson, L. (2005). Chapter 10: Research Reports. In Lisa Emerson (Ed). Writing Guidelines for Business Students (3rd ed). Palmerston North: The Dunmore Press Ltd, 72-78.

2004

Marketing Bulletin, 15 , Bibliography. (http://marketing-bulletin.massey.ac.nz)

2003

Bennett, P., Brennan, M., & Kearns, K. (2003). Psychological aspects of price: An empirical test of order and range effects. Marketing Bulletin, 14, Research Note 1.

1999

Brennan, M.,& Holdershaw, J. (1999). The effect of question tone and form on responses to open-ended questions: Further data. Marketing Bulletin, 10, 57-64.

Brennan, M., Rae, N.,& Parackal, M. (1999). Survey-based experimental research via the Web: Some observations. Marketing Bulletin, 10, 83-92.

Parackal, M., & Brennan, M. (1999). Obtaining purchase probabilities via a web based survey: Some corrections!. Marketing Bulletin, 10 93-101.

1998

Gendall,P., Hoek, J., & Brennan, M.(1998). The tea bag experiment: More evidence on incentives in mail surveys. Journal of the Market Research Society, 40 (4), 347-351.

Parackal, M.,& Brennan, M (1998). Obtaining purchase probabilities via a Web based survey: The Juster Scale and the Verbal Probability Scale. Marketing Bulletin, 9, 67-75.

Rae, N., & Brennan, M. (1998). The relative effectiveness of sound and animation in Web banner advertisements. Marketing Bulletin, 9, 76-82.

1997

Brennan, M. (1997). The effect of question tone on responses to open-ended questions. Marketing Bulletin, 8, 66-72.

1996

Brennan, M., Chan, J., Hini, D., & Esslemont, D. (1996). Improving the accuracy of recall data: A test of two procedures. Marketing Bulletin, 7, 20-29

Gendall, P., Menelaou, H., & Brennan, M. (1996). Open-ended questions: Some implications for mail survey research. Marketing Bulletin, 7, 1-8.

Brennan, M. (1995). Constructing demand curves from purchase probability data: An application of the Juster Scale. Marketing Bulletin, 6, 51-58.

1995

Brennan, M., Esslemont, D., & Hini, D. (1995). Obtaining purchase predictions via telephone interviews. Journal of the Market Research Society, 37 (3), 241-250.

Brennan, M., Esslemont, D & Hini, D. (1995). A test of three methods for estimating levels of purchase. In: Proceedings of the Seventh Bi-annual World Marketing Congress, Melbourne, July 6-10,

Brennan, M., Esslemont, D., & U, C. (1995). Using the Juster Scale to estimate the demand-price relationship. Asia-Australia Marketing Journal, 3 (1), 27-38.

McGuinness, D., Brennan, M., & Gendall, P. (1995). An empirical test of product sampling and couponing. Journal of the Market Research Society, 37(2), 159-170.

McGuinness, D., Brennan, M., & Gendall, P. (1995). The effect of product sampling and couponing on purchase behaviour: some empirical evidence. International Journal of Advertising, 14, 219-230.

1994

Brennan, M., & Esslemont, D. (1994). The accuracy of the Juster Scale for predicting purchase rates of branded, fast-moving consumer goods. Marketing Bulletin, 5, 47-52.

Brennan, M., Hini, D., & Esslemont, D. (1994). Obtaining purchase probability data via telephone surveys: A preliminary test of two techniques. Marketing Bulletin, 5, 64-70.

Seymour, P., Brennan, M., & Esslemont, D. (1994). Predicting purchase quantities: Further investigation of the Juster Scale. Marketing Bulletin, 5, 21-36.

1993

Brennan, M., Seymour, P., & Gendall, P. (1993). The effectiveness of monetary incentives in mail surveys: further data. Marketing Bulletin, 4, 43-51.

1992

Brennan, M. (1992). The effect of a monetary incentive on mail survey response rates: New data. Journal of the Market Research Society, April, 34(2), 173-177.

Brennan, M. (1992). Techniques for improving mail survey response rates. Marketing Bulletin, 3, 24-37.

Brennan, M. (1992). Threats to survey research: excessive interviewing and "sugging". Marketing Bulletin, 3, 56-61.

Brennan, M., Ennis, M & Esslemont, D. (1992). The ethical standards of New Zealand business managers. New Zealand Journal of Business, 14, 100-124.

Brennan, M., & Hoek, J. (1992). The behaviour of responders, non-responders and refusers across surveys. Public Opinion Quarterly, 52 (Winter), 530-535.

1991

Brennan, M. (1991). Is there more to ethical marketing than marketing ethics? Marketing Bulletin, 2, 8-17. Also reprinted in Asia-Australia Marketing Journal, 1993, 1 (1), 49-54.

Brennan, M. (1991). Survey participation and attitudes towards surveys in New Zealand. New Zealand Journal of Business, 13, 72-100.

Brennan, M., Hoek, J., & Astridge, C. (1991). The effects of monetary incentives on the response rate and cost-effectiveness of a mail survey. Journal of the Market Research Society, 33(3), 229-241.

1990

Brennan, M. (1990). The effect of stamped vs franked outgoing envelopes on mail survey response rates. Marketing Bulletin, 1, 43-45.

Brennan, M. (1990). The effect of researcher status on mail survey response rates. Marketing Bulletin, 1, 50-52.

Chiu, I., & Brennan, M. (1990). The effectiveness of some techniques for improving mail survey response rates: A meta-analysis. Marketing Bulletin, 1, 13-18.

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Last updated on Monday 08 March 2010