Zoe Lee
Teaching Associate
Contact details
Tele: +44 (0) 117 33 17937Email: Zoe.Lee@bristol.ac.uk
Office Hours: Mon 12.00 & Tues 2.00
Room: 3C6
Teaching Units
EFIM30002: MarketingECON 22650: Principles of Management
ECON 22651: Fundamentals of Organisation Theory
MGRCM2015: Marketing Management (MSc)
MGRCM2405: Entrepreneurship (MSc)
Research Interests
Zoe Lee's main research field is related to marketing research and broadly, charity fundraising. She is interested in investigating respondents' inaccuracy in reporting about sensitive issues. She has recently developed a structural model for understanding the phenomenon of social desirability bias and hence validated a new measurement instrument. She has since extended her research interest to include branding in the nonprofit sector, online/internet communities and the relevance of social networking sites (online forum, blog, facebook etc). Zoe also acts as a reviewer for International Journal of Nonprofit and Voluntary Sector Marketing and EMAC.
Recent Publications and Conference Papers
- Lee, Z. and Sargeant, A. (2010) 'Dealing with social desirability bias: an application to charitable giving'. European Journal of Marketing (forthcoming)
- Lee, Z. and Sargeant, A. (2008) 'Development and Validation of a New Social Desirability Bias Scale', Conference paper, Academy of Marketing, Aberdeen, July 2008.
- Lee, Z. and Sargeant, A. (2008) 'Why Is Survey Data So Unreliable?', Professional Fundraising, UK, July
- Lee, Z. (2005) 'Conceptualising Social Desirability Bias in the Nonprofit Sector', Conference paper: 5th International Colloquium on Nonprofit, Social and Arts Marketing, September 2005, UWE.
- Lee, Z. (2003) 'Investigating Cultural Dimensions of Social Desirability Bias within Chinese Communities', Conference paper, Academy of Marketing, Gloucestershire, July 2003.