Abstract
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 open-access textbook was first released in the 2022 Autumn semester at Western Sydney University. Since then it has been the recommended text for business students at WSU Online, WSU Sydney City Campus, and the University of Economics Ho Chi Minh City, Vietnam.
Original language | English |
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Place of Publication | Penrith, N.S.W. |
Publisher | Western Sydney University |
DOIs | |
Publication status | Published - 2023 |