000			02737nam a2200409 i 4500
001			OTLid0001664
003			MnU
005			20241120064037.0
006			m o d s
007			cr
008			240530s2023 mnu o 0 0 eng d
040			_aMnU _beng _cMnU
050		4	_aHF5001
050		4	_aHF5415
100	1		_aKhan, Aila _eauthor
245	0	0	_aCustomer Insights _cAila Khan
250			_aSecond Edition
264		2	_aMinneapolis, MN _bOpen Textbook Library
264		1	_a[Place of publication not identified] _bWestern Sydney University _c[2023]
264		4	_c©2023.
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
490	0		_aOpen textbook library.
505	0		_aIntroduction 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
520	0		_aIncreasingly, 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.
542	1		_fAttribution-NonCommercial
546			_aIn English.
588	0		_aDescription based on print resource
650		0	_aBusiness _vTextbooks
650		0	_aMarketing _vTextbooks
700	1		_aHossain, Mohammad Munir _eauthor
700	1		_aAmin, Sabreena Zoha _eauthor
710	2		_aOpen Textbook Library _edistributor
856	4	0	_uhttps://open.umn.edu/opentextbooks/textbooks/1664 _zAccess online version
999			_c39793 _d39793