Book Title: Customer Insights
Subtitle: Second Edition
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.
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.
Licence
Customer Insights Copyright © 2023 by Aila Khan, Munir Hossain and Sabreena Amin 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 Aila Khan, Munir Hossain and Sabreena Amin is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.
This book was published via the Council of Australian University Librarians Open Educational Resources Collective. The online version is available at https://oercollective.caul.edu.au/customer-insights
Book cover designed by Amanda Cooper incorporating image from Pixabay.
Disclaimer
Note that corporate logos and branding are specifically excluded from the Creative Commons Attribution Noncommercial Licence of this work, and may not be reproduced under any circumstances without the express written permission of the copyright holders.
Copyright
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 is licensed under a CC BY-NC 4.0 licence by Western Sydney University.
Recommended citation: Khan, A., Amin, S. & Hossain, M. (2023). Customer insights (2nd ed.). Western Sydney University. https://oercollective.caul.edu.au/customer-insights
Recommended attribution: Customer Insights (2nd ed.) by Aila Khan, Sabreena Amin and Muni Hossain is licensed under a CC BY-NC 4.0 licence by Western Sydney University.