What you’ll learn in this course
Anthropology meets market research in this fast-paced, crash course on ethnography.
No previous experience required: this is a beginner-level course.
Ethnography has been a niche market research methodology for decades, but with the recent increase in observational methods overall, its practice is rising. Instructor Kathryn Korostoff will teach important concepts that will help you decide when to use ethnography (traditional or online), how to plan a project, and how to avoid some common errors.
Please note this market research training course focuses on ethnography; for in-depth interviewing, see our class on Conducting Research Interviews.
Upon course completion, you will be able to:
- Describe important concepts of ethnography
- Decide when ethnography is the right choice for your market research goals
- Weigh the pros and cons of traditional versus online ethnography (mobile ethnography)
- Plan an ethnographic project
- Avoid common pitfalls of ethnography
As a student, you get lots of helpful videos, readings and reference material.
Take a look inside the course
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1
Welcome
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Getting Ready to Rock!
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Access Your Live Events & Amp Up Your eLearning
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2
Module 1: An Introduction
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Pre-Course Materials
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Lesson Plan
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Ethnography for Customer Insights: An Introduction [Lecture]
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Ethnography for Customer Insights: An Introduction [Slide Viewer]
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Ethnography for Customer Insights: An Introduction [Slide File Download]
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6 Steps to Successful Mobile Ethnography Projects [Downloadable Job Aid]
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3
Bonus Resources
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Recommended Reading & Viewing
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4
Assessment
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Your Rockstar Status Awaits: Final Assessment
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5
Our Short Feedback Survey
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Your candid feedback helps us improve
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Meet Your Instructor

Kathryn Korostoff
President, Lead Instructor Research Rockstar Training and Staffing
Frequently Asked Questions
We are committed to advancing the work, and careers, of Market Research & Insights Professionals
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What is 'hybrid eLearning'?
Many Research Rocksktar students enjoy the schedule flexibility of our on-demand training format. That's great! But for those seeking an interactive experience with real-time instructor demonstrations and support, nothing beats our real-time sessions! All Research Rockstar courses are offered twice a year in real-time. And 24/7 in the on-demand format.
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Why memberships?
Most of our students are working professionals with busy schedules. Sometimes they intend to complete training more quickly than the reality of looming project deadlines allow. With a membership, students have access to all of their classes. No time-outs!
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Can I get a Free Sample?
Yes. We offer free previews of 5 courses. Just select the course—or courses—of interest. Be sure to watch a lecture, read a case study or even try a sample quiz.
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Can I get a group discount?
Teams of 5 or more students are offered team pricing. For more information, please see our Team Pricing page.