Customer Insights

Format:

Book

Author/Creator:

Khan, Aila, author.

Hossain, Mohammad Munir, author.

Amin, Sabreena Zoha, author.

Language:

English

Subjects (All):

Business--Textbooks.

Business.

Marketing--Textbooks.

Marketing.

Physical Description:

1 online resource

Edition:

Second Edition

Place of Publication:

[Place of publication not identified] Western Sydney University [2023]

Language Note:

In English.

Summary:

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.

Contents:

Introduction to the Second Edition

Acknowledgement of country

Acknowledgments

Difference between marketing research and customer insights

Research ethics

Secondary research

Use of census data

Primary research

Qualitative vs quantitative research

Types of research design

Focus groups

Observational research

Measures or types of variables

Questionnaire design

Sampling methods

Errors in research

Research panels

Survey distribution methods

Descriptive statistics

Association between variables

Differences between respondent groups

Sentiment analysis

Artificial intelligence and information

Social media analytics

Researching Indigenous Communities

Communicating insights

Infographics

The process: from generating to using customer insights

Case Study: Using customer insights to reposition Western Sydney University

Appendix: Hypothesis Testing

Notes:

Description based on print resource