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Dr Mathew Parackal, Senior Lecturer

BSc (Allahabad), MSc (Allahabad), PGDip (Massey), PhD (Massey)

Room: Otago Business School 4.35
Tel: +64 3 479 7696
Email: mathew.parackal@otago.ac.nz

Mathew is interested in studying social issues. In particular his focus has been on issues surrounding foetal alcohol syndrome in New Zealand. One of his mathewpstudies was directed at estimating the prevalence of drinking in pregnancy. This led him to the difficulties of post survey weightings used in survey research, when estimating such public issues. To resolve the difficulties, he developed a sampling method based on a geodemographic stratification. This sampling method was successful in producing samples that closely matched the target population on all key demographic variables, thus eliminating the requirement for post survey adjustments. The geodemographic stratification was designed for implementation in telephone surveys. Mathew has developed a web-based interview system called WATI to implement the geodemographic sampling method for New Zealand.

More recently he commenced a stream of research in relationship marketing. This research has carried his interest to a new field of neuro-marketing. He is attempting to study emotions such as trust and happiness in a relationship from a neuroscience perspective. As imaging technology such as fMRI becomes easily available, Mathew believes that research in marketing will take a new form of studying the human brain to understand consumer behaviour.

Mathew's expertise includes computer programming and he has developed a number of internet-based applications for marketing and research purposes. He advocates businesses to embrace technology to gain competitive advantage in the market. Internet marketing strategies that interest him include tribal marketing, search engine marketing and search engine optimisation.

Mathew teaches the 300-level Sales & Sales Management and the 400-level Internet Marketing papers. He also supervises honours, postgraduate and PhD research projects. He has successfully provided supervision on topics such as branding, internet marketing, marketing research, relationship marketing, social marketing and international marketing.
He has a strong business background, having spent a number years in industry working for leading agrochemical companies and then running his own chemical business. He brings to the department a cross-cultural flavour having lived and worked in India, the United Arab Emirates and now in New Zealand.

Visit Mathew’s blog on the topics of tribal marketing, search engine marketing and search engine optimisation.

Teaching responsibilities

Mathew’s teaching responsibilities include:

Office Hours

Mathew’s Office Hours are:
Tuesday: 1.00pm to 1.50pm

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Publications

Parackal, M., Mather, D., & Holdsworth, D. (2018). Value-based prediction of election results using natural language processing: A case of the New Zealand General Election. International Journal of Market Research, 60(2), 156-168. doi: 10.1177/1470785318762234

Parackal, M., Parackal, S., Eusebius, S., & Mather, D. (2017). The use of Facebook advertising for communicating public health messages: A campaign against drinking during pregnancy in New Zealand. JMIR Public Health & Surveillance, 3(3), e49. doi: 10.2196/publichealth.7032

Parackal, M., & Parackal, S. (2017). Implication of alcohol consumption on aggregate wellbeing. Perspectives in Public Health, 137(4), 220-226. doi: 10.1177/1757913916669538

Parackal, S., & Parackal, M. (2017). Unravelling the pathways of alcohol exposed pregnancies in New Zealand. Proceedings of the New Zealand Public Health Association (PHA) Conference. 52. Retrieved from http://www.conference.co.nz/phanz17

Parackal, M. (2016). A Global Happiness Scale for measuring wellbeing: A test of immunity against hedonism. Journal of Happiness Studies, 17, 1529-1545. doi: 10.1007/s10902-015-9657-1

Commissioned Report for External Body

Parackal, S., Parackal, M., Ferguson, E., & Harraway, J. (2006). Awareness of the effects of alcohol use during pregnancy among New Zealand women of childbearing age (Alcohol in Pregnancy Study). Commissioned by Alcohol Advisory Council and Ministry of Health. Dunedin, New Zealand: University of Otago. 35p.

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Chapter in Book - Research

Harris, P., Parackal, M., Rudd, C., & Williams, J. (2013). Reflections on engagement in an evolving political process: Evidence from Aotearoa, the Land of the Long White Cloud. In K. Gouliamos, A. Theocharous & B. Newman (Eds.), Political marketing: Strategic campaign culture. (pp. 114-131). New York, NY: Routledge.

Rudd, C., Connew, S., Harris, P., & Parackal, M. (2007). Political advertising in the metropolitan newspapers. In S. Levine & N. S. Roberts (Eds.), The Baubles of office: The New Zealand general election of 2005. (pp. 197-210). Wellington, New Zealand: Victoria University Press.

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Journal - Research Article

Parackal, M., Mather, D., & Holdsworth, D. (2018). Value-based prediction of election results using natural language processing: A case of the New Zealand General Election. International Journal of Market Research, 60(2), 156-168. doi: 10.1177/1470785318762234

Parackal, M., Parackal, S., Eusebius, S., & Mather, D. (2017). The use of Facebook advertising for communicating public health messages: A campaign against drinking during pregnancy in New Zealand. JMIR Public Health & Surveillance, 3(3), e49. doi: 10.2196/publichealth.7032

Parackal, M., & Parackal, S. (2017). Implication of alcohol consumption on aggregate wellbeing. Perspectives in Public Health, 137(4), 220-226. doi: 10.1177/1757913916669538

Parackal, M. (2016). A Global Happiness Scale for measuring wellbeing: A test of immunity against hedonism. Journal of Happiness Studies, 17, 1529-1545. doi: 10.1007/s10902-015-9657-1

Parackal, S. M., Parackal, M. K., & Harraway, J. A. (2013). Prevalence and correlates of drinking in early pregnancy among women who stopped drinking on pregnancy recognition. Maternal & Child Health Journal, 17(3), 520-529. doi: 10.1007/s10995-012-1026-7

Chua, A., Robertson, K., Parackal, M., & Deans, K. R. (2012). Conveying trust: Transparency and credibility methods in corporate blogs. New Zealand Journal of Applied Business Research, 10(2), 1-15.

Fam, K.-S., Shukla, P., Sinha, A., Luk, C.-L., Parackal, M., & Chai, J. C. Y. (2011). Rankings in the eyes of the beholder: A vox populi approach to academic journal ranking. Asian Journal of Business Research, 1(1), 1-17.

Parackal, S. M., Parackal, M. K., & Harraway, J. A. (2010). Warning labels on alcohol containers as a source of information on alcohol consumption in pregnancy among New Zealand women. International Journal of Drug Policy, 21(4), 302-305. doi: 10.1016/j.drugpo.2009.10.006

Parackal, M. (2010). Correcting the illogicality in probability data of mutually exclusive behaviours. Australasian Marketing Journal, 18(2), 105-111. doi: 10.1016/j.ausmj.2009.12.001

Chua, A. P. H., Parackal, M., & Deans, K. R. (2010). Conceptualising co-creation of value via corporate Blogs: A proposed research framework. International Journal of the Computer, the Internet & Management, 18(1), 1-8.

Parackal, S. M., Parackal, M. K., Harraway, J. A., & Ferguson, E. L. (2009). Opinions of non-pregnant New Zealand women aged 16-40 years about the safety of alcohol consumption during pregnancy. Drug & Alcohol Review, 28(2), 135-141. doi: 10.1111/j.1465-3362.2008.00018.x

Parackal, M., Harris, P., & Rudd, C. (2009). Election forecasting: Development of the constant sum scale to be used in telephone surveys. International Journal of Market Research, 51(6), 735-750. doi: 10.2501/s1470785309200943

Parackal, M. (2008). The effect of item-order-effect on Juster Scale estimates. Australasian Journal of Market & Social Research, 16(1), 19-25.

Parackal, M. (2007). Use of the Juster Scale to identify optimal prices for services with no historical data. Canadian Journal of Marketing Research, 24(1), 41-45.

Parackal, M., & Garland, R. (2006). Investigating the contextual requirements of the Juster Scale. Australasian Journal of Market & Social Research, 14(2), 27-38.

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

Parackal, M., & Brennan, M. (1998). Obtaining purchase probabilities via a web based survey: The Juster Scale and the Verbal Probability Scale. Marketing Bulletin, 10, 67-75.

Brennan, M., Rae, N., & Parackal, M. (1998). Survey-based experimental research via the web: Some observations. Marketing Bulletin, 10, 83-92.

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Journal - Professional & Other Non-Research Articles

Parackal, M., Goodwin, P., & O'connor, M. (2007). Judgement in forecasting [Editorial]. International Journal of Forecasting, 23, 343-345. doi: 10.1016/j.ijforecast.2007.05.004

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Conference Contribution - Published proceedings: Full paper

Eusebius, S., Parackal, M., & Gnoth, J. (2016). Text mining the expression of "brand love" in user-generated social media content. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 308-315). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Full Paper]

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2016). Identifying and classifying value propositions in brand tweets: A study of top 10 coffee brands. Proceedings of the Pacific Asia Conference on Information Systems (PACIS). 168. Retrieved from http://aisel.aisnet.org/pacis2016/168

Chua, A. P. H., Deans, K. R., & Parackal, M. (2009). Corporate blogs in New Zealand: Motivations and challenges. In M. Ewing & F. Mavondo (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC): Sustainable Management and Marketing. Retrieved from www.anzmac2009.org

Parackal, M., Parackal, S., Ferguson, E., & Harraway, J. (2007). An application of the verbal probability scale for estimating socially undesirable behaviour. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 3461-3468). Dunedin, New Zealand: Department of Marketing, University of Otago. [Full Paper]

Harris, P., Parackal, M., Rudd, C., & Williams, J. (2006). Reflections on engagement in an evolving political process: Evidence from Aotearoa, the Land of the Long White Cloud. Proceedings of the 3rd International Political Marketing Conference. (pp. 1-18). [Full Paper]

Parackal, M., Rudd, C., Harris, P., & Williams, J. (2005). Engagement in the political process. In S. Purchase (Ed.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 178-183). Fremantle, WA, Australia: ANZMAC. [Full Paper]

Harris, P., Parackal, M., & Rudd, C. (2005). Forcasting election results: Contrasting political poll forecasting between a telephone survey with a hybrid survey approach. Proceedings of the Academy of Marketing incorporating the 5th American Marketing Association/Academy of Marketing Joint Biennial Conference. Dublin, Ireland: Dublin Institute of Technology. [Full Paper]

Parackal, M. (2005). A study investigating the affect of item order effect on Juster Scale forecasts. In S. Purchase (Ed.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 83-89). Fremantle, WA, Australia: ANZMAC. [Full Paper]

Parackal, M., Garland, R., & Lewis, T. (2004). Investigating the contextual requirements of the Juster Scale. Proceedings of the Australian and New Zealand Marketing Academy. [CD-ROM] Wellington: Victoria University. [Full Paper]

Parackal, M. (2003). Internet-based and mail survey: A hybrid probabilistic survey approach. In A. Treloar & A. Ellis (Eds.), Proceedings of AusWeb03, the Ninth Australian World Wide Web Conference: Changing the way we work. (pp. 1-12). Lismore, NSW: Southern Cross University. [Full Paper]

Parackal, M., & Parackal, S. (2002). Database driven web-based survey approach for forecasting adoption of new technology based products. In D. Bloesch (Ed.), Proceedings of the 26th CIRET Conference. http:/www., (pp. 1-12). Zurich: Swiss Institute for Business Cycle Research. [Full Paper]

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Conference Contribution - Published proceedings: Abstract

Parackal, S., & Parackal, M. (2017). Unravelling the pathways of alcohol exposed pregnancies in New Zealand. Proceedings of the New Zealand Public Health Association (PHA) Conference. 52. Retrieved from http://www.conference.co.nz/phanz17

Parackal, M., Parackal, S., & Eusebius, S. (2016). Facebook advertising: A channel for delivering social messages. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 871). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]

Parackal, M., & Parackal, S. (2014). An S-D logic based communication strategy to inform New Zealand women of zero alcohol in pregnancy. In E. Bigne (Ed.), Proceedings of the 43rd European Marketing Academy (EMAC) Conference: Paradigm Shifts & Interactions. (pp. 121). EMAC. [Abstract]

Eusebius, S., Parackal, M., & Gnoth, J. (2014). An exploratory study of customer-based brand equity on Facebook. In E. Bigné (Ed.), Proceedings of the 43rd European Marketing Academy (EMAC) Annual Conference: Paradigm Shifts & Interactions. (pp. 203). Brussels, Belgium: European Marketing Academy. [Abstract]

Eusebius, S., Parackal, M., & Gnoth, J. (2014). Luhmann's theory of social systems: A new foundation for research on social media. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 1224). ANZMAC. [Abstract]

Parackal, M., Biggemann, S., & Mitchell, R. (2013). Experiential education: A sales proposition with zero budget. In J. McDonald, S.-K. Loke, A. McLean & M. Rajoo (Eds.), Proceedings of the Spotlight on Teaching and Learning Colloquium. (pp. 58). Dunedin, New Zealand: HEDC, University of Otago. [Abstract]

Parackal, M. (2013). Google Adwords: A tool to bring the market place into the classrooms. In J. McDonald, S.-K. Loke, A. McLean & M. Rajoo (Eds.), Proceedings of the Spotlight on Teaching and Learning Colloquium. (pp. 21). Dunedin, New Zealand: HEDC, University of Otago. [Abstract]

Jackson, R., Parackal, M., & Gnoth, J. (2012). Mutual disclosure: Another twist to the relationship mix-up. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://anzmac.info/conference/anzmac-2012-proceedings/

Parackal, M., Parackal, S., & Harraway, J. (2011). Micro-level stratification: A sampling method to eliminate post survey weighting. Proceedings of the Population Association of New Zealand (PANZ) Conference: New Zealand's Demographic Futures: Where to from here? PANZ. Retrieved from http://www.population.org.nz/2007-conference/2011-conference-presentations/

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Conference Contribution - Verbal presentation and other Conference outputs

Parackal, S. M., Parackal, M. K., & Harraway, J. A. (2011, March). Alcohol consumption among a national sample of New Zealand women of childbearing age. Verbal presentation at the 4th International Conference on Fetal Alcohol Spectrum Disorder: The Power of Knowledge: Integrating Research, Policy, and Promising Practice Around the World, Vancouver, Canada.

Parackal, M. (2008, December). An investigation into the impact of information loading on purchase behaviour. Verbal presentation at the International Marketing Conference on Creating, Communicating, and Delivering Value, Chennai, India.

Parackal, M. (2007, December). A Juster Scale application to estimate demand schedule for a new service based product. Verbal presentation at the Product Development & Management Association India Conference, Bangalore, India.

Parackal, M., & Brennan, M. (1999, December). A comparative study of four purchase probability scales. Verbal presentation at the ANZMAC, Sydney, Australia.

Parackal, M., & Brennan, M. (1998, November). A multimedia application to estimate purchase behaviour. Verbal presentation at the Australian and New Zealand Marketing Academy, Dunedin, New Zealand.

Parackal, M., & Brennan, M. (1998, November). Obtaining purchase probabilities via a web based survey: The Juster scale and the Verbal Proability Scale. Verbal presentation at the Australian and New Zealand Marketing Academy, Dunedin, New Zealand.

Brennan, M., Rae, N., & Parackal, M. (1998, November). Survey-based experimental research via the web: Some observation. Verbal presentation at the Australian and New Zealand Marketing Academy, Dunedin, New Zealand.

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Awarded Doctoral Degree

Parackal, M. (2004). A methodological investigation of the juster scale: Contextual requirements and mutually exclusive behaviours (PhD). Massey University, Palmerston North, New Zealand. 220p.

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