Understanding the Consumer Universe: Market Research in Digital Media

This course instructs students in the key methods of exploratory and confirmatory research for understanding consumer behavior. Students are instructed in the qualitative methods of market ethnography, where they learn how to develop the tools to recognize business opportunity through interviews, focus groups, and personal observation. Students are also instructed in the quantitative methods of market survey, where they learn how to measure the potential of business opportunity through sampling with consumer polls, questionnaires, and combined research strategies.