Skip to Content

Hume Winzar


Contact Staff

Photo of Hume Winzar
  • Title: Doctor
  • Position: Associate Professor - Department of Marketing and Management
  • Qualifications: B.Business (QUT), MBA (UQ), M.Commerce.(Bond), PhD (Sydney), GCHE (Griffith)

Contact Details

Areas of Expertise

  • marketing research techniques
  • choice modelling
  • conjoint analysis
  • application of complexity theory
  • agent-based modelling to marketing


Hume Winzar is regarded as one of Australia's authorities on conjoint analysis and research design.  His background in marketing theory, econometrics, and consumer survey analysis makes Hume a regular and enthusiastic resource for colleagues who desire help with manipulation and interpretation of data.  He has published in marketing theory, consumer behaviour and research methodology and he has contributed to publications in psychology, management, accounting and banking.  In addition to statistical analysis and marketing research methods, his other academic interests include consumer psychology, complexity theory and agent-based modelling.  He consults on consumer utility measurement and sales forecasting of product modifications for various industries: consumer durables, telecommunications and finance.

Research areas

Research Interests

  • validation of Best-Worst scaling
  • testing marketing theory using agent-based models
  • measuring consumer utility


journal toggle icon open Refereed Journal Articles


  • Baumann, C., Winzar, H., (2014), The role of secondary education in explaining competitiveness, Asia Pacific Journal of Education, forthcoming
  • Winzar, Hume, "A Replication and Extension of Goldenberg, Libai & Muller: A Complex Systems Look at the Underlying Process of Word-of-Mouth", Under Review with Marketing Letters
  • Hume, Margee, Gillian Sullivan-Mort, Hume Winzar, "The show gets a standing ovation but the service does not.  Will you come again to the performing arts?" Under Review with Journal of Services Research
  • Winzar, Hume, "A New Market Share Simulator for Small-Sample Conjoint Analysis Data," Under Review with International Journal of Research in Marketing
  • Cragnolini, Vanda, Joo-Gim Heaney, & Hume Winzar, "New perspectives on older consumers' relationship with Interactive Communication Technologies: A study exploring surrogate adoption of the Internet", Under Review with Journal of Consumer Behaviour


  • Hume, Margee, Gillian Sullivan Mort and Hume Winzar, "If the show must go on… don't neglect the service!" International Journal of Business Marketing. (In Press)
  • Hume, Margee, Gillian Mort, Hume Winzar, (2007), "Exploring Repurchase Intention in a Performing Arts Context: Who Comes? And Why Do They Come Back," International Journal of Nonprofit and Voluntary Sector Marketing. Vol. 12. No.2. pp.135-148 (DOI:
  • Reading, Nick, Duane Varan, Steve Bellman and Hume Winzar, (2006) "Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders," Journal of Advertising Research. Vol. 46. No.2. (DOI:
  • Hume, Margee, Gillian Sullivan-Mort, Peter W. Liesch and Hume Winzar, (2005), "Understanding Service Experience in Non-Profit Performing Arts: Implications for Operations and Service Management," Journal of Operations Management, Vol. 24, No. 4, June 2006, pp304-324.(DOI:
  • Frazer, Lorelle and Hume Winzar, (2005), "Exits and Expectations: Why disappointed franchisees leave," Journal of Business Research Vol.58 No.11. (November) pp1534-1542. (DOI:

books toggle icon open Books

  • Ben Lowe & Hume Winzar & Steven Ward 2007, Essentials of SPSS for Windows versions 14 & 15: a Business Approach, Thomson Learning, Melbourne
  • William Zikmund & Steven Ward & Ben Lowe & Hume Winzar 2007, Marketing Research, Thomson Learning, Melbourne

chapters toggle icon open Book Chapters

  • Winzar, Hume, (2001), "Product Classifications and Marketing Strategy" in Marketing: Critical Perspectives on Business and Management, Michael Baker (Ed.) Routledge  (Updated from paper first published in Journal of Marketing Management, 8(3))
  • "The Australian and New Zealand Demographic Environments" Chapter Two in Lawson, Tidwell, Rainbird, Louden and DellaBitta (1995) Consumer Behaviour: Australasian Edition, Sydney: McGraw Hill

conference toggle icon open Conferences and Presentations

  • Mirzaei, A., Gray, D., Baumann, C., Winzar, H. (2013), Developing an Objective Customer-Market Measure of Brand Equity with a Longitudinal Perspective, ANZMAC conference, Auckland, 1-7 December. This paper won a best paper award.
  • Mirzaei, A., Gray, D., Baumann, C., Winzar, H., Johnson, L.W., (2013) Sustained Growth; An Objective Customer-market Measure of Brand Equity, 2013 INFORMS Marketing Science Conference

Affiliations / activities

  • Australian Marketing and Social Research Society
  • Australian Marketing Institute
  • Australian and New Zealand Marketing Academy

phd supervision toggle icon open PhD Student Supervision

Teaching Interests

Hume teaches in marketing research and marketing metrics at undergraduate and postgraduate levels in Australia and overseas.