Should I Give Grandma An iPod For Christmas? Music Consumption Behavior In The Digital Age

Abstract

Ryan has to help an aspiring tribute artist learn how to best market his music to the elderly market. He does so by collecting data via internet research, sales analysis, field observation, and a survey. The case requires students to evaluate the quality of the research conducted and then provide marketing direction. The case could be used in the following undergraduate or graduate courses: marketing research, principles of marketing, marketing strategy, consumer behavior.