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    Customer Insights - Second Edition

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    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 Attribution-NonCommercial
    CC BY-NC

    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

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    About 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


    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.

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