Donnelly, Christina and Simmons, Geoff and Armstrong, Gillian and Fearne, Andrew (2015) Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary? International Small Business Journal, 33 (4). pp. 422-442. ISSN 0266-2426

Donnelly, Christina (2014) The Use of Case Based Multiple Choice Questions for Assessing Large Group Teaching: Implications on Student's Learning. Irish Journal of Academic Practice, 3 (1). Article 12.

Donnelly, Christina and Simmons, Geoff and Armstrong, Gillian and Fearne, Andrew (2012) Marketing planning and digital customer loyalty data in small business. Marketing Intelligence and Planning, 30 (5). pp. 515-534. ISSN 0263-4503

Donnelly, Christina and Simmons, Geoff and Armstrong, Gillian and Fearne, Andrew (2012) The Role of Action Research in the Study of Small Business Marketing and Retailer Loyalty Card Data. In: Irish Academy of Management Conference 2012, September 5-7 2012, National University of Ireland Maynooth. (Unpublished)