Book Title: Customer Insights

Subtitle: Autumn 2022 edition

Author: Aila Khan

Cover image for Customer Insights

Book Description: This textbook is based on materials sourced from different practitioners from the world of research design, data collection, analysis, and interpretation. The author and her collaborators have also added materials to supplement the available literature.

License:
Creative Commons Attribution NonCommercial ShareAlike

Contents

Book Information

Book Description

Increasingly, the concept of marketing research is being replaced with the term ‘customer or consumer insights’. As decision-makers are bombarded with data, it is important to have an Insights Team or Department which can sift through it all and identify those nuggets of information that can meaningfully explain human behaviour. Such insights must translate into an informed business strategy for success. This book has been curated to ensure that the practice of data collection, analysis, and interpretation is presented from an industry perspective.

Author

Aila Khan

License

Icon for the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

Customer Insights by Aila Khan is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

Subject

Business and Management

Metadata

Title
Customer Insights
Author
Aila Khan
Reviewers
bcameron and Sana Yousaf
License

Icon for the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

Customer Insights by Aila Khan is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

Primary Subject
Business and Management
Additional Subject(s)
Sales and marketing management, Research methods: general
Institution
Western Sydney University
Publisher
Western Sydney University
Publication Date
February 1, 2022
Digital Object Identifier (DOI)
https://doi.org/https://doi.org/10.26183/rdpk-9z71