People_

Dr Jeffrey Lim

BCom Griff.; M MarkMgt Griff.; PhD Sydney; MMSRS

Associate Lecturer

Phone

+61 2 9351 5264

Fax

+61 2 9351 6732

Email

jeffrey.lim@sydney.edu.au

Biographical details

Jeffrey teaches at both the undergraduate and postgraduate levels in the Business School. He values student well-being and experience in learning, and strives to enhance relevance in his courses through industry engagements. He also strongly believes that a successful learning journey involves taking place in a caring, collective, constructive and collaborative environment where everyone can learn with each other on the same platform regardless of their background.

Research interests

Jeffrey's research focuses on judgment and decision making. His PhD research examines how the presentation of options under uncertainty, framed through their context and content, actually shaped people's decision strategies leading to their judgments. His thesis also delineates the circumstances in which decision support systems contribute towards forecasting accuracy and decision quality.

Predominantly using quantitative methodologies in his research, he is also interested in understanding the psychology behind people's decision making and how decision outcomes are subjected to and shaped by multiple internal and external factors. He has presented his works internationally in conferences organised by the Decision Sciences Institute and International Institute of Forecasters.

Teaching and supervision

Recent Units Taught

MKTG1002 Marketing Research
MKTG2113 Marketing Insights
MKTG2113 Marketing Research
MKTG3114 New Products Marketing
MKTG6004 New Product Development
MKTG6104 The Psychology of Business Decisions

Awards and honours

Nominated, Wayne Lonergan Award for Outstanding Teaching, The University of Sydney, 2018, 2017, 2015.
Dean's Citation for Tutoring, The University of Sydney Business School, 2014, 2013, 2012, 2010, 2009.
Dean's Citation for Teaching, The University of Sydney Business School, 2017, 2016, 2013.

Publications

By Type

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Books

Lim, J. (2012). Decision Making under Uncertainty: An Investigation into the Effects of Decision Context, Information Characteristics and Decision Aid on Performance. Sydney, NSW, Australia: The University of Sydney.

Book Chapters

Lim, J. (2020). Instructor resource. In S. D'Alessandro, H. Winzar, B. Lowe, B. Babin, W. Zikmund (Eds.), Marketing Research, 5th Edition. Melbourne, Australia: Cengage Learning Australia.
Lim, J. (2017). Instructor resource. Marketing Research: Asia-Pacific Edition. Australia: Cengage Learning Australia.
Lim, J. (2013). Test bank (ExamView files). In W. Zikmund, S. Dâ€™Alessandro, B. Lowe, H. Winzar and B. Babin (Eds.), Marketing Research: Asia Pacific. Melbourne, Australia: Cengage Learning.
Lim, J. (2012). Case Studies - Costco Australia: Settling Down (Under), The Australian Red Cross Blood Service: Do Something Special, Positioning New Zealand Natural, No Way for Segway?, The Back Yard BBQ Story - The Journey Begins, The Back Yard BBQ Story - Are We There Yet?, The Back Yard BBQ Story - The Finishing Touch. In J. Hair, B. Lukas and K. Miller (Eds.), Marketing Research. Sydney, Australia: McGraw Hill.
Lim, J. (2011). ExamView Test-bank. In W. Zikmund, S. Ward, H. Winzar, B. Lowe and B. Babin (Eds.), Marketing Research: Asia Pacific 2nd Edition. Melbourne, Australia: Cengage Learning.
Lim, J. (2010). Banking on customer relationships with interest. In C. Lovelock, P. Patterson and J. Wirtz (Eds.), Services Marketing: An Asia-Pacific and Australian Perspective, (pp. 554-557). Sydney, Australia: Prentice Hall.
Lim, J. (2010). Case Study - Love-clicks: when the mouse plays cupid. In P Kolter, L Brown, S Adam & G Armstrong (Eds.), Marketing 8th Edition, (pp. 570-573). Sydney, Australia: Prentice Hall.
Lim, J. (2008). Case Studies - New Zealand Natural - The Healthy Positioning, Bubbling Up the Easy Way, Touching on Data, Dell - A Battery of Questions, The Back Yard BBQ Story - The Journey Begins, Jessie's Bakery, The Back Yard BBQ Story - Are We There Yet, Groove n Move Pty Ltd, Office Magic, The Back Yard BBQ Story - The Finishing Touch, Office Magic. In Connie de Silva (Eds.), Marketing Research. Sydney: McGraw Hill.
Charbonneau, J., Yip, J., Lim, J. (2007). Active Book. In P Kotler, L Brown, S Adam, S Burton and G Armstrong (Eds.), Marketing. Sydney: Prentice Hall.
Lim, J. (2007). If music be the food of love, log on (case study). In P Kotler, L Brown, S Adam, S Burton and G Armstrong (Eds.), Marketing, (pp. 730-734). Sydney: Prentice Hall.
Lim, J. (2005). New product research. In D Aaker, V Kumar, G Day and M Lawley (Eds.), Marketing Research: The Pacific Rim Edition, (pp. 588-600). Brisbane: John Wiley & Sons.

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Conferences

Lim, J. (2024). A picture speaks a thousand words: using mind maps to reveal learner understanding and monitor progress. 46th annual conference of the Higher Education Research and Development Society of Australasia (HERDSA) 2024, Adelaide, Australia: HERDSA.
Lim, J. (2022). Feedback vs. feedforward: which matters more to students? 44th annual conference of the Higher Education Research and Development Society of Australasia (HERDSA) 2022, Melbourne, Australia: HERDSA.
Lim, J. (2021). Practice-led learning: enhancing students' engagement and experience in challenging subject areas. 43rd annual conference of the Higher Education Research and Development Society of Australasia (HERDSA) 2021, Brisbane, Australia: HERDSA.
Lim, J. (2015). Context Effects on Decision Strategy Selection. 20th Asia Pacific Decision Sciences Institute Conference, Hong Kong, China: Hang Seng Management College.
Lim, J., O'Connor, M., Peat, M. (2007). The impact of uncertainty information in judgemental forecasting and decision making. 27th International Symposium on Forecasting (ISF), online: the International Institute of Forcasters.
Lim, J. (2006). Are complex decisions @ risk? The 37th Annual Meeting of the Decision Sciences Institute, Atlanta, Georgia: Decision Sciences Institute.
Yip, J., Lim, J. (2006). Me, My iPod and My Life: A Narrative Study into Technology Appropriation by Young Australian Consumers. AM2006 Academy of Marketing Conference, London: Academy of Marketing.
Lim, J. (2005). Modelling and Simulating New Product Launch Decisions: A Study on Decision Aids Influences. Australian and New Zealand Marketing Academy Conference ANZMAC 2005, Australia: Australian and New Zealand Marketing Academy (ANZMAC).
Lim, J., O'Connor, M. (2005). The Utility of Simulation Tools in Decisions About New Product Launches. 36th Annual Meeting of the Decision Sciences Institute DSI 2005, United States: Decision Sciences Institute.
Lim, J., O'Connor, M. (2005). Usefulness of stochastic decision aids in judgemental forecasting and decision making. 25th International Symposium on Forecasting, USA: International Institute of Forecasters.

show 7 more

By Year

Expand all

2024

Lim, J. (2024). A picture speaks a thousand words: using mind maps to reveal learner understanding and monitor progress. 46th annual conference of the Higher Education Research and Development Society of Australasia (HERDSA) 2024, Adelaide, Australia: HERDSA.

2022

Lim, J. (2022). Feedback vs. feedforward: which matters more to students? 44th annual conference of the Higher Education Research and Development Society of Australasia (HERDSA) 2022, Melbourne, Australia: HERDSA.

2021

Lim, J. (2021). Practice-led learning: enhancing students' engagement and experience in challenging subject areas. 43rd annual conference of the Higher Education Research and Development Society of Australasia (HERDSA) 2021, Brisbane, Australia: HERDSA.

2020

Lim, J. (2020). Instructor resource. In S. D'Alessandro, H. Winzar, B. Lowe, B. Babin, W. Zikmund (Eds.), Marketing Research, 5th Edition. Melbourne, Australia: Cengage Learning Australia.

2017

Lim, J. (2017). Instructor resource. Marketing Research: Asia-Pacific Edition. Australia: Cengage Learning Australia.

2015

Lim, J. (2015). Context Effects on Decision Strategy Selection. 20th Asia Pacific Decision Sciences Institute Conference, Hong Kong, China: Hang Seng Management College.

2013

Lim, J. (2013). Test bank (ExamView files). In W. Zikmund, S. Dâ€™Alessandro, B. Lowe, H. Winzar and B. Babin (Eds.), Marketing Research: Asia Pacific. Melbourne, Australia: Cengage Learning.

2012

Lim, J. (2012). Case Studies - Costco Australia: Settling Down (Under), The Australian Red Cross Blood Service: Do Something Special, Positioning New Zealand Natural, No Way for Segway?, The Back Yard BBQ Story - The Journey Begins, The Back Yard BBQ Story - Are We There Yet?, The Back Yard BBQ Story - The Finishing Touch. In J. Hair, B. Lukas and K. Miller (Eds.), Marketing Research. Sydney, Australia: McGraw Hill.
Lim, J. (2012). Decision Making under Uncertainty: An Investigation into the Effects of Decision Context, Information Characteristics and Decision Aid on Performance. Sydney, NSW, Australia: The University of Sydney.

2011

Lim, J. (2011). ExamView Test-bank. In W. Zikmund, S. Ward, H. Winzar, B. Lowe and B. Babin (Eds.), Marketing Research: Asia Pacific 2nd Edition. Melbourne, Australia: Cengage Learning.

2010

Lim, J. (2010). Banking on customer relationships with interest. In C. Lovelock, P. Patterson and J. Wirtz (Eds.), Services Marketing: An Asia-Pacific and Australian Perspective, (pp. 554-557). Sydney, Australia: Prentice Hall.
Lim, J. (2010). Case Study - Love-clicks: when the mouse plays cupid. In P Kolter, L Brown, S Adam & G Armstrong (Eds.), Marketing 8th Edition, (pp. 570-573). Sydney, Australia: Prentice Hall.

2008

Lim, J. (2008). Case Studies - New Zealand Natural - The Healthy Positioning, Bubbling Up the Easy Way, Touching on Data, Dell - A Battery of Questions, The Back Yard BBQ Story - The Journey Begins, Jessie's Bakery, The Back Yard BBQ Story - Are We There Yet, Groove n Move Pty Ltd, Office Magic, The Back Yard BBQ Story - The Finishing Touch, Office Magic. In Connie de Silva (Eds.), Marketing Research. Sydney: McGraw Hill.

2007

Charbonneau, J., Yip, J., Lim, J. (2007). Active Book. In P Kotler, L Brown, S Adam, S Burton and G Armstrong (Eds.), Marketing. Sydney: Prentice Hall.
Lim, J. (2007). If music be the food of love, log on (case study). In P Kotler, L Brown, S Adam, S Burton and G Armstrong (Eds.), Marketing, (pp. 730-734). Sydney: Prentice Hall.
Lim, J., O'Connor, M., Peat, M. (2007). The impact of uncertainty information in judgemental forecasting and decision making. 27th International Symposium on Forecasting (ISF), online: the International Institute of Forcasters.

2006

Lim, J. (2006). Are complex decisions @ risk? The 37th Annual Meeting of the Decision Sciences Institute, Atlanta, Georgia: Decision Sciences Institute.
Yip, J., Lim, J. (2006). Me, My iPod and My Life: A Narrative Study into Technology Appropriation by Young Australian Consumers. AM2006 Academy of Marketing Conference, London: Academy of Marketing.

2005

Lim, J. (2005). Modelling and Simulating New Product Launch Decisions: A Study on Decision Aids Influences. Australian and New Zealand Marketing Academy Conference ANZMAC 2005, Australia: Australian and New Zealand Marketing Academy (ANZMAC).
Lim, J. (2005). New product research. In D Aaker, V Kumar, G Day and M Lawley (Eds.), Marketing Research: The Pacific Rim Edition, (pp. 588-600). Brisbane: John Wiley & Sons.
Lim, J., O'Connor, M. (2005). The Utility of Simulation Tools in Decisions About New Product Launches. 36th Annual Meeting of the Decision Sciences Institute DSI 2005, United States: Decision Sciences Institute.
Lim, J., O'Connor, M. (2005). Usefulness of stochastic decision aids in judgemental forecasting and decision making. 25th International Symposium on Forecasting, USA: International Institute of Forecasters.

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Selected Grants

2019