I've been to three different schools and switched my major (or studies) about four or five times. After high school, I went to college for sociology. After a year I transferred schools and majored in psychology. Then I transferred to my local community college and went from gen. eds sociology to gen. eds to culinary school back to gen eds and now business. If you don't the general pattern, I love the social sciences. 

I decided to focus my studies on entrepreneurship. If you think about it, the entrepreneur is primarily a sociologist. I mean we're also the marketer/advertiser, accountant etc. But in order to have a successful business, the main thing is to have a demand for your product. In terms of money and marketing, the easiest thing to do is research what the general public wants/needs and create a product (or service) for this need/want. The hard way is to create a product, market like crazy and convince the public they just can't live without your product. In order to see what's in demand, an entrepreneur must study the society and culture of a their targeted clients/customers. Part of a successful business is also cost-control. But the main concept is what I just wrote. 

What do sociologist do? 

Study society and cultures. Hmmm...