·
Are you quals or quants?
Originally quants (economics and
international business background) happy with descriptive/inferential stats
etc. MSc introduced a lot of social constructivism critique which saw me
embrace quals a little more than I had previously been used to. Again, happy to
use (though not yet fully fluent) in qual methodology. Overall – more of a
pragmatist, I see the limitations/benefits of both.
·
What is your favourite academic reference?
Ted Levitt 1960 Marketing
Myopia. Still largely relevant over 50 years after publication – ground
breaking!
·
What is your research background?
Numerous industry projects
(Premier League, Reebok (Adidas) China, Everton, Tottenham, British Council,
Shanghai Ministry of Education and Sport). Have presented at 3 conferences
·
What word or phrase do you most overuse in your
teaching?
??? You’d have to ask my
students!
·
What is your chosen research topic and why were
you inspired to choose this?
Marketing communications and fan
base development in China for Premier League Clubs.
·
What are your main research objectives at this
stage?
Two groups; one set relates to
the activities undertaken by Premier League clubs to communicate and develop
fan bases in China; 2nd group relates to trends and behaviour of
Chinese ‘satellite’ fans.
·
What do you think are the short, medium, and
long-term challenges to completion?
Short term challenges; time /
conflicting work objectives
Medium; ??
Long Term; Supervision / support
access
