Customer Insights - Second Edition
Aila Khan, Western Sydney University
Mohammad Munir Hossain, Western Sydney University
Sabreena Zoha Amin, Western Sydney University
Copyright Year:
Publisher: Western Sydney University
Language: English
Formats Available
Conditions of Use
Attribution-NonCommercial
CC BY-NC
Reviews
The textbook shifts the perspective from that of traditional marketing researchers to a company-focused approach, addressing various marketing research methods using available data. It aims to derive a deeper understanding of customers, ultimately... read more
The textbook shifts the perspective from that of traditional marketing researchers to a company-focused approach, addressing various marketing research methods using available data. It aims to derive a deeper understanding of customers, ultimately supporting more effective business decision-making.
The authors explain concepts in plain language, keeping explanations concise—most terminology is covered in just one paragraph.
The content is well-suited for courses in Marketing Research, Marketing Analytics, Customer Insights, and other introductory marketing methodology courses.
The authors incorporate numerous high-quality YouTube videos (e.g., TED-Ed) to explain complex methodological concepts. This approach presents concepts in an engaging, efficient, and memorable way.
The text present both qualitative and quantitative methods in a consistent manner.
This textbook consists of 26 chapters, each covering a specific topic in marketing research methodology.
The structure, flow, and positioning of the chapters are presented in a logical and clear fashion.
This textbook incorporates various formats of knowledge-check questions, allowing students to assess their learning progress at any time. It provides both a downloadable PDF and an online reading version, making it easy for instructors to adapt it to different course formats.
No grammatical errors.
Using inclusive language all the time.
This is the first OER book that focuses on Marketing Research Methodology, filling a crucial gap in the available resources. I would recommend it for entry level marketing students.
Table of 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
Ancillary Material
Submit ancillary resourceAbout the Book
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.
About the Contributors
Authors
Dr. Aila Khan is a Senior Lecturer at the School of Business, Western Sydney University (WSU). Some of her most exciting projects – social robots, individuals’ well-being, and charitable giving – were initiated by students as part of their thesis work.
Dr. Mohammad Munir Hossain has over 23 years of experience in academia. His research interests are in the fields of consumer behaviour and cross-cultural studies.
Dr. Sabreena Zoha Amin is a researcher and an academic at the School of Business, Western Sydney University (WSU), Australia. Sabreena holds research interest in the broad areas of consumer behaviour, service marketing, digital marketing, and international marketing.