| Lecturer | Professor Paul F. Burke Professor | UTS Marketing Deputy Director | UTS Business Intelligence & Data Analytics (BIDA) UTS Business School, University of Technology Sydney paul.burke@uts.edu.au |
| Date | September 15, 2025 10:00 – 11:30 a.m. |
| Room/Address | Zoom-Meeting https://uni-leipzig.zoom.us/j/65873644263?pwd=TW9aUXRmVDNlRS9LNmUxK1dUZ0twUT09 Meeting-ID: 658 7364 4263 Pasw: 476187 |
| Description | Dr. Paul Burke is a Professor at the University of Technology Sydney (UTS) and Deputy Director of its Business Intelligence & Data Analytics (BIDA) research centre. He is an expert in applied and theoretical aspects of choice modelling, experimental design and consumer behaviour. His work as a trandisciplinary researcher has been applied to various decision-making contexts ranging across diverse areas such as branding, corporate social responsbility, education, vaccination and health, labour market barriers and citizenship for persons with a disability. He has published in leading marketing journals including JMR, IJRM, JPIM and EJM, as well as FT50 journals in business including Journal of Operations Management, Research Policy and Journal of Business Ethics. In this workshop, we will introduce best-worst scaling (BWS), which is a particular type of discrete choice experiment useful for quantifying the relative importance of competing objects, such as brands, attributes or other decision-inputs. Supporting experimental design approaches – namely Balanced Incomplete Block Designs – will also be discussed. The workshop will also introduce recent extensions, particularly anchored-BWS. |