Customer Insights

Aila Khan; MD Munir Hossain; Sabreena Zoha Amin

doi:10.26183/vsp0-vh04

Customer Insights

School of Business

Research output: Book/Research Report › Authored Book

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
Place of Publication	Penrith, N.S.W.
Publisher	Western Open Books
Edition	2nd
DOIs	https://doi.org/10.26183/vsp0-vh04
Publication status	Published - 2023

Bibliographical note

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 (https://creativecommons.org/licenses/by-nc/4.0/) by Western Sydney University.

Open Access - Access Right Statement

Unrestricted online access
Licensed under CC BY-NC (Attribution NonCommercial) 4.0 International License

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 4 Quality Education

Access to Document

10.26183/vsp0-vh04

Cite this

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ER -

Customer Insights

Abstract

Bibliographical note

Open Access - Access Right Statement

UN SDGs

Access to Document

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