Home > Research > Researchers > David Tonks

Dr David Tonks

Formerly at Lancaster University

David Tonks

Current Research

My primary research interests remain in the areas of market segmentation and marketing as rhetoric, both located within the orbit of the Consumer Behaviour Research Group. More occasional interests include marketing education. 

A current theme within market segmentation is the choice of segmentation variables for consumer markets, primarily in the UK or the EC.

More generally, the nature of 'choice' and the rhetorical drivers that influence choice have been pursued. Over the last 25 years, I have followed and evaluated the growth of geodemographics as a multivariate method of market segmentation which can be spatially referenced. Most of my research in this area has been of an empirical nature using datasets drawn from a number of sources. The empirical work has often been concerned with access to higher education, the behaviour behind the event of application and with the marketing of higher education.

On an occasional basis, I also publish on marketing education and this reflects a broad interest in pedagogy at the tertiary level.

Current Teaching


MKTG206 Marketing Simulation

MKTG310 Marketing Research and Consultancy Project


PhD (Lancaster), MA (Lancaster), BA (Manchester)

Member of the ILT (Institute for Learning and Teaching)

Professional Role

Having taken early retirement, I am currently (2010) employed by the University on short-term contracts as a Senior Teaching Fellow. I do not have any other formal organisational roles.

Research Interests

Market Segmentation

Rhetoric in Marketing and Marketing as Rhetoric

Marketing Education

View all (18) »