Managers involved in advertising, marketing, or consumer insights need to be aware of groundbreaking methods that may stimulate competitive strategies. Upon completion of this course, managers will be able to:

• Describe the type of data ethnography is designed to collect
• Explain the main types of data collection techniques and how these techniques differ from traditional methods such as surveys, questionnaires, and focus groups
• Discuss ways of analyzing ethnographic data
• Interpret results and discuss useful applications, including creative ways of presenting results to clients
• Describe ways that ethnography can be used for international and global expansion.