All industries need relevant market-related data in order to succeed, but the ability to access timely and credible data is particularly critical for those in the rapidly changing and evolving media industry. This course will provide both the background and the practical skills that today's media professional needs to have to know where and how to find accurate and useful market information, with a special focus on how media audiences and the platforms they use to access media are rapidly changing, and what that means for audience measurement and research. In a world of endless volumes of data, this course will help students optimally explore ways to leverage and analyze data for effective action. Market Research for Media Managers [Market Research and Data Analytics]will begin with an overview of the fundamentals of the market research function in organizations: its role, value, and the traditional methods and approaches for gathering market data. We will then focus on the promise and potential pitfalls of online market research, and provide sources and strategies for performing both secondary and primary market research. Secondary sources examined will range from published market research reports and online databases to industry journals, Web-based discussion groups, and audience tracking services. Primary research sites and tools will include the use of Web-based survey tools, online interviews and focus groups, real-time market research, and the potential of tracking consumer chatter on blogs, video sharing, and other social media/network sites as a new source for grassroots market intelligence. Finally, the course will discuss and provide guidance on larger issues, such as ethical considerations, privacy, and an examination of emerging technological trends, such as the use of facial recognition, location based services (LBS) and geo-enabled mobile phones for collecting "live" market data.

All industries need relevant market-related data in order to succeed, but the ability to access timely and credible data is particularly critical for those in the rapidly changing and evolving media industry. This course will provide both the background and the practical skills that today's media professional needs to have to know where and how to find accurate and useful market information, with a special focus on how media audiences and the platforms they use to access media are rapidly changing, and what that means for audience measurement and research. In a world of endless volumes of data, this course will help students optimally explore ways to leverage and analyze data for effective action. Market Research for Media Managers [Market Research and Data Analytics]will begin with an overview of the fundamentals of the market research function in organizations: its role, value, and the traditional methods and approaches for gathering market data. We will then focus on the promise and potential pitfalls of online market research, and provide sources and strategies for performing both secondary and primary market research. Secondary sources examined will range from published market research reports and online databases to industry journals, Web-based discussion groups, and audience tracking services. Primary research sites and tools will include the use of Web-based survey tools, online interviews and focus groups, real-time market research, and the potential of tracking consumer chatter on blogs, video sharing, and other social media/network sites as a new source for grassroots market intelligence. Finally, the course will discuss and provide guidance on larger issues, such as ethical considerations, privacy, and an examination of emerging technological trends, such as the use of facial recognition, location based services (LBS) and geo-enabled mobile phones for collecting "live" market data.