Book Title: Customer insights
Subtitle: Second edition
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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 (SDG), Goal 4 Quality education, supporting inclusive and affordable access to higher educational resources.
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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 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. This text contributes to the following United Nations Sustainable Development Goals (SDG), Goal 4 Quality education, supporting inclusive and affordable access to higher educational resources.
Book Source
This book was cloned from a source that is no longer available. The source URL was https://oercollective.caul.edu.au/customer-insights. This book may differ from the original.
Licence
Customer insights Copyright © 2023 by Western Sydney University. This work, Customer Insights (2nd ed.) is a derivative of Customer Insights by Aila Khan used under a CC BY-NC-SA 4.0 licence. Customer Insights (2nd ed.) by Aila Khan, Sabreena Amin and Muni Hossain and is licensed under a Creative Commons Attribution-NonCommercial 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. This work, Customer Insights (2nd ed.) is a derivative of Customer Insights by Aila Khan used under a CC BY-NC-SA 4.0 licence. Customer Insights (2nd ed.) by Aila Khan, Sabreena Amin and Muni Hossain and is licensed under a Creative Commons Attribution-NonCommercial 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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RECOMMENDED CITATION
Khan, A Amin, S & Hossain, M 2023, Customer insights (2nd ed.)., Western Open Books, Kingswood, viewed [DD-Month-YYYY], < https://doi.org/10.26183/vsp0-vh04 >