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John W Low ResBCom, PGDipCom, MCom, DipGrad (Statistics), PhD

Director of the Bachelor of Entrepreneurship

Room 4.07 Otago Business School
Tel +64 3 479 5040
Bachelor of Entrepreneurship

John has been a staff member at the Department since 1996. Prior to that he was a student of Marketing at Otago since 1984.

His research and scholarly interests include research methods and philosophy of science; consumer behaviour; tourism; business ethics and 'social' marketing; and information technology and its impact on business and society. His PhD thesis was about a new statistical technique that combines cluster analysis with structural equation modelling, and he continues to collaborate internationally in this field.

In early 2009, John investigated public opinion regarding the proposed Awatea Street Stadium in Dunedin. In an effort to contribute to gauging public opinion John's research surveyed parties from all positions in the spectrum of support (pro, anti and disinterested) for the proposal in the planning of a survey of public opinion.

Teaching responsibilities

John's teaching responsibilities are:

Office hours

By appointment


Williams, J., Hartnett, N., & Trinh, G. (2023). Finding creative drivers of advertising effectiveness with modern data analysis. International Journal of Market Research, 65(4), 423-447. doi: 10.1177/14707853221134258

Williams, J. (2022, November). The Digital Learning Environmental Review Project. Verbal presentation at the COVID-19’s Impact on Teaching and Learning at the University of Otago: Lessons Learned Symposium, Dunedin, New Zealand.

Nguyen, C., Faulkner, M., Yang, S., Williams, J., & Tong, L. (2022). Mind the gap: Understanding the gap between intentions and behaviour in the charity context. Journal of Business Research, 148, 216-224. doi: 10.1016/j.jbusres.2022.04.044

Williams, J. (2021). Modern data analysis: A paradigm for robustness: Lessons for marketing researchers from the machine learning literature. In R. Nunkoo, V. Teeroovengadum & C. M. Ringle (Eds.), Handbook of research methods for marketing management. (pp. 91-127). Cheltenham, UK: Edward Elgar Publishing. doi: 10.4337/9781788976954.00010

Watkins, L., Aitken, R., Robertson, K., Williams, J., & Thyne, M. (2021). New Zealand consumer lifestyles. Aotearoa New Zealand Journal of Social Issues, 1, 1-17.

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