Market Research for Media Managers
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Level: Graduate
Division: The New School for Public Engagement
School: School of Media Studies
Department: Media Studies
Course Number: NMDM 5311
Course Format: Lecture, Seminar
Location: Online
Permission Required: No
  • Media & Management
  • Media Studies
All industries need relevant market-related data in order to succeed, but the ability to access timely and credible market 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 to perform the research online. Online Market Research for Media Managers 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. In addition to imparting practical skills, the course will also discuss and provide guidance on larger issues, such as ethical considerations, credibility of Web-based and user generated content, and an examination of emerging technological trends, such as the use of location based services (LBS) and geo-enabled mobile phones for collecting "live" market data.
Course Open to: Degree Students


Not open to Parsons School of Design students.


Open to Graduate students.