TY  - BOOK
AU  - Khan,Aila
AU  - Hossain,Mohammad Munir
AU  - Amin,Sabreena Zoha
ED  - Open Textbook Library
TI  - Customer Insights
T2  - Open textbook library
AV  - HF5001 
CY  - Minneapolis, MN
PB  - Open Textbook Library
KW  - Business
KW  - Textbooks
KW  - Marketing
N1  - 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
N2  - 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
UR  - https://open.umn.edu/opentextbooks/textbooks/1664
ER  -