Associate Professor Len Coote
Len Coote
Associate Professor in Marketing | Acting Head of School
  • PhD, Marketing and applied statistics (Queensland University of Technology)
  • BBus (Hons 1), Marketing science (Queensland University of Technology)
+61 7 3346 8092
Room 420, Colin Clark Building, St. Lucia Campus

    Len Coote holds the rank of Associate Professor and serves as the (Acting) Academic Dean and Head of the University of Queensland Business School. His substantive position is Deputy Head and he is the immediate past Head of the Marketing Discipline (teaching group) of academics within the School. He is a member of the Quantitative Marketing research group and his specific research interests are the development and application of new statistical theory for studying decision making and choice. His research is published in international peer-reviewed journals including the Journal of Business Research and Journal of Choice Modelling. He holds Honours and PhD degrees from the Queensland University of Technology.

    Together with Jordan Louviere and Campbell Rungie, Len is one of the developers of a very general and flexible choice model (called a structural choice model). Choice models are used in applied economics, business and marketing, and transport and logistics to model decision making and predict choice. The structural choice model subsumes many existing choice models as special cases (e.g., random coefficient and error component specifications of mixed logit) and is specifically designed to incorporate latent variables. Len is a contributor to the DisCoS software (principally written by Rungie). DisCoS is a shorthand expression for Discrete Choice Software and is estimation software for structural choice models.

    Supported by the Marketing Cluster, Len hosts an annual symposium on choice modelling at the St Lucia Campus of the University of Queensland in Brisbane, Australia. The symposium provides an opportunity for choice modellers to learn in a collegiate environment from the experiences of others. More specifically, the symposium features research seminars from leading international scholars in the field of choice modelling and instructional presentations from DisCoS users on applications of structural choice modelling. Researchers with an interest in choice modelling are welcome at the symposium.

    Len serves as Vice-Chair of the Australian Consortium for Social and Political Research, Inc. ACSPRI is a non-profit consortium of Australian universities established for the purpose of promoting excellence in social and behavioural research. The University of Queensland is a foundation member of the Consortium. Among other activities, ACSPRI offers training (short courses) in research methods and applied statistics for social and behavioural researchers. For 10yrs, he was an instructor on ACSPRI Programs (Summer, Winter, and Spring) and offered courses on structural equations modelling.

    Research interests

    Quantitative Marketing
    Consumer decision making; Discrete choice experiments; Market structure analysis; Psychological measurement; Structural choice modelling; Structural equation modelling; Survey research


    View full publications list


    • Australia New Zealand Marketing Academy (ANZMAC)
    • Australian Marketing Institute
    • American Marketing Association (AMA)
    • INFORMS Marketing Science

    Major research grants

    Title Agency Year Amount
    Dynamic relations between values and consumer behaviour: age and life-stage (ARC Linkage Project administered by the University of Western Australia) ARC Linkage Project 2016-2019 Undisclosed
    Modelling Multidimensional Multiparty Decisions to Improve Outcomes ARC Discovery Project 2016-2018 $330,000
    "Latent Variable Modelling of Discrete Choice Experiments” joint with Jordan Louviere (UTS) and Campbell Rungie (UniSA) ARC Discovery Project 2008-2010 $249,000
    ARC Linkage Project “Internet Companies and Consumer Behaviour” joint with B. Cornwell (UQ) ARC Linkage Project 2005-2006 $214,000