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table of contents
Contents
- Introduction to the Second Edition
- Acknowledgement of country
- Acknowledgments
- 1. Difference between marketing research and customer insights
- 2. Research ethics
- 3. Secondary research
- 4. Use of census data
- 5. Primary research
- 6. Qualitative vs quantitative research
- 7. Types of research design
- 8. Focus groups
- 9. Observational research
- 10. Measures or types of variables
- 11. Questionnaire design
- 12. Sampling methods
- 13. Errors in research
- 14. Research panels
- 15. Survey distribution methods
- 16. Descriptive statistics
- 17. Association between variables
- 18. Differences between respondent groups
- 19. Sentiment analysis
- 20. Artificial intelligence and information
- 21. Social media analytics
- 22. Researching Indigenous Communities
- 23. Communicating insights
- 24. Infographics
- 25. The process: from generating to using customer insights
- 26. Case Study: Using customer insights to reposition Western Sydney University