Second Edition
Short Description:
This textbook is based on materials sourced from different practitioners from the world of research design, data collection, analysis, and interpretation. The author and her collaborators have also added materials to supplement the available literature.
Long Description:
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.
Word Count: 42069
(Note: This resource's metadata has been created automatically by reformatting and/or combining the information that the author initially provided as part of a bulk import process.)
- Subject:
- Business and Communication
- Management
- Material Type:
- Textbook
- Provider:
- Western Sydney University
- Author:
- Dr Aila Khan
- Dr Munir Hossain
- Dr Sabreena Amin
- Jacki Montgomery
- Siddharth Jain
- Date Added:
- 03/13/2023