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My current research is aimed at understanding how modern technology can be used in the application of marketing research. My recent work has involved an examination of advancements in customer tracking, real-time monitoring and business analytics. Specific topics of interest and research include facial recognition/biometrics, mobile surveillance, social media metrics, online surveys, so-called ‘Big Data’ and data privacy concerns. Dr. Rice serves as the Editor-in-Chief of the Future of Marketing Magazine.
Read the Future of Marketing Magazine
Honours
2013, 2010 Finalist: Schulich Teaching Excellence Award (BBA)
2019, 2013, 2009, 2008, 2006, 2005 Finalist: Schulich Teaching Excellence Award (MBA)
Recent Publications
Marshall Rice and Katya Bogdanov (2019), "Privacy in Doubt: An Empirical Investigation of Canadians’ Knowledge of Corporate Data Collection and Usage Practices", Canadian Journal of Administrative Sciences, 36(2), 163-176.
Abstract
We investigate Canadians’ level of awareness of the ways in which businesses collect and use their data via existing and emerging technologies, including facial and voice recognition, mobile location tracking and the Internet of Things. In a survey of 1,005 Canadians, we found that many respondents are ill informed about how their data are being collected and used. Such low awareness of data practices is partially explained by the shortcomings of the “privacy notice.” We suggest further research into alternative methods of informing Canadians about corporate data practices and of enhancing individuals’ control of private data in today’s increasingly connected and mobile world. Copyright © 2018 ASAC. Published by John Wiley & Sons, Ltd.
Courses Taught
Marketing Research, Marketing Communications, Marketing Models
M. David Rice
Associate Professor of Marketing; Executive Director, Future of Marketing Institute