Professor Paul Burke

Professor Paul Burke is Deputy Director of the BIDA and Associate Professor in Marketing at the University of Technology Sydney.

He is a leading expert in the field of applied market research, particularly quantitative methods utilizing experimental design, choice modelling, and best-worst scaling.

Professor Burke designs primary research projects using experimental design techniques and innovative survey approaches, such as best-worst scaling, as well as standard methods integrating hybrid choice, structural equation modelling (for attitudinal models), cluster and discriminant analysis (for segmentation), and regression analysis (e.g., probit). His work models consumer and human behaviour, including applications to product and service evaluation, social well-being and forecasting, with numerous projects involving mix-methods including those in health and well-being, education, employee, stakeholder and community preferences, and issues around rural and remote workforce participation.