Our PhD community - Market Sensing - University of Derby

Our PhD community

Market Sensing Our PhD students work across a range of areas of marketing theory and practice

The Market Sensing research cluster is seeking PhD candidates who want to use creative and deep methods to find customer and business insights.

We have an active community of PhD students engaged in work across a range of areas of marketing theory and practice.

PhD students are encouraged to present at conferences and to publish their work as they go along while building networks and contacts in the subject area. PhD students also contribute to teaching on our undergraduate and postgraduate marketing programmes.

Dr Amir Modjahedi gained his PhD in 2013. He conducted a survey of the financial services sector to discover whether use of emotional scaling would improve the changes of service improvement outcomes. His hypothesis was proved - this kind of deeper understanding of customers would improve service quality - but with some limitations, as the work is only a pilot study and is cross-sectional rather than longitudinal.

Lesley Crane is nearing completion of her PhD examining how organisations retain and develop knowledge. Her use of discourse analysis has revealed exciting deeper insights into the way people behave in organisations. The work has clear applications for social media marketing and customer relationship management.

Lakhbir Singh is nearing the end of his PhD research examining consumers’ trust in banking and the role of the media in building and destroying trust. Using cultural perspectives in his analysis, this creative approach will bring deeper insights than traditional methods.

Christian Veasey is in the early stages of his PhD examining the problems of key account management and the importance of relationships in business to business marketing and commerce, especially in small companies. Using appreciative inquiry as an approach to depth interviewing will give a greater understanding of people’s behaviour and will help to build a picture of good practice. The work will help businesses to understand how to improve their own operations, particularly with regard to customer relations.

Annmarie Hanlon is in the early stages of her PhD, researching the critical success factors needed for successful social media strategies and how use of the modern marketing tools can be integrated with traditional communications methods. Her work will give businesses important information about best practice for integration and business use.

Malcolm Ash's PhD research revolves around the divide between marketing education and marketing practitioners. Using a survey and factor analysis, he hopes to examine the potential gaps.

To enquire about PhD study at Derby Business School, please email business@derby.ac.uk.