Book Title: Customer insights
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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. This text contributes to the following United Nations Sustainable Development Goals (SDGs), Goal 4 Quality education, supporting inclusive and affordable access to higher educational resources, and Goal 10 Reduced inequalities.
This edition has been superseded by Customer insights, 2nd ed.
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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 that 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 present the practice of data collection, analysis, and interpretation from an industry perspective. This text contributes to the following United Nations Sustainable Development Goals (SDGs), Goal 4 Quality education, supporting inclusive and affordable access to higher educational resources.
Licence
Customer insights Copyright © 2023 by Western Sydney University is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Subject
Business and Management
Metadata
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Customer insights Copyright © 2023 by Western Sydney University is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
This publication may be available under various Creative Commons licences. Users must accurately attribute the content in accordance with the specific licence terms, including attribution, share-alike, and non-commercial requirements. Visit the Creative Commons licence website for full details of the applicable licence.
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Images on the Customer insights 1st edition book cover © 2014–2023 Western Sydney University. All rights reserved. Images created by Sally Tsoutsas.RECOMMENDED CITATION
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