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Become a member of the next generation of business and marketing leaders.

The Master of Science in Marketing Research (MSMR) at MSU is provided in three convenient formats. Students are able to earn their master’s degree 100 percent online, or as part of multiple on-campus cohorts.

The Broad MSMR is a 34-credit program consisting of specialized marketing research courses. Both the full-time and online programs consist of the same courses taught by the same professors. The program is designed as a “lock-step” program in which all students in a cohort take their classes together during their 12-month (full-time) or 20-month (online) program.

An MSMR degree provides students with invaluable preparation for excellent employment opportunities, and a fulfilling career in marketing research, be it with corporations, strategic consulting organizations, advertising agencies or marketing research firms.

On-Campus Programs

The fall and spring full-time cohort options offer the same courses within the curriculum and both only require 12 months’ time to complete.

Fall Full-Time Cohort

The fall full-time MSMR is a one-year, 34-credit program that includes a team-based capstone project or internship experience.

Explore the Fall Program

Spring Full-Time Cohort

The spring full-time MSMR is a one-year, 34-credit program that includes a required internship. Students begin the program in January and graduate in December each year.

Explore the Spring Program

Online Program

Be on track to become a member of the next generation of business and marketing leaders. Enroll in the online M.S. in Marketing Research program. This 100 percent online 20-month, 34-credit program is designed to provide an opportunity for students to achieve a master’s degree while working full time.

Explore the Online Program

Marketing Research Faculty

The marketing research program at Broad features a unique and powerful combination of faculty appointed in the Broad College of Business and other renowned experts from the private sector. MSMR instructors have doctorates in marketing, experience as marketing research consultants, and contribute to leading marketing research and academic journals. This world-class academic expertise is paired with engagement with leaders in marketing research, such as senior-level executives at the country’s leading marketing research firms, corporations and strategic leadership organizations.

Richard Spreng headshot

MSMR Academic Director

  • Associate Professor
  • Department of Marketing
  • Ph.D., Indiana University

Richard Spreng

Richard A. Spreng is associate professor of marketing. He received his Ph.D. in marketing from Indiana University in 1992. Previously he was a regional operations manager for a retailing and importing firm. He has published more than 60 articles in publications such as Journal of Marketing, Journal of Consumer Research, Journal of Retailing, Decision Sciences, Journal of Product Innovation Management, Journal of the Academy of Marketing Science, Journal of Service Research, Psychology and Marketing, and various conference proceedings. Spreng’s primary research interest is consumer satisfaction/dissatisfaction and post-purchase evaluation. His research has focused on the determinants of satisfaction, including the measurement of key satisfaction variables. At Michigan State, Spreng has taught retailing, sales management and consumer behavior at the undergraduate level, as well as customer-driven strategies in both the Full-Time and Executive MBA programs.

Spreng’s consulting experiences have included marketing research for a variety of government, education and business organizations. He specializes in helping organizations develop customer satisfaction measurement systems. He has conducted research for numerous public, private and nonprofit organizations.

He is also co-founder of SureVista Solutions, LLC, a marketing research firm specializing in customer satisfaction measurement systems. Clients include hospitality, retailing, education, government and nonprofit organizations.

You can listen to a globalEDGE Business Beat podcast episode in which Spreng discussed how the MSMR is a win-win for both students and businesses.

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Michael Alioto headshot

Vice President, Global

  • Gongos, Inc.
  • Ph.D., University of Southern Illinois

Michael Alioto

Michael Alioto is a consultant for Global 1000 companies on the agency side of the consumer insights business and has worked in the automotive, manufacturing and telecommunication sectors. He has been involved in product and services development, branding and marketing programs from both qualitative and quantitative standpoints. Michael specializes in the global and multicultural sectors with experience in 20 countries across four continents, as well as working with the application of behavioral approaches and methods to marketing and consumer insights problems.

Alioto holds a doctorate in political science from the University of Southern Illinois, specializing in research methods, formal/logical models, globalization strategies and global marketing, as well as Southern European/Latin American politics; he also has degrees at the master/bachelor levels from the University of Wisconsin-Milwaukee in political science and international relations.

He is a frequent speaker at American Marketing Association (AMA) and ESOMAR conferences, where a number of his works have been published. Michael contributed to the edited books ESOMAR: Excellence in International Research (years 2002–2004, where his contributions were nominated for the Best Paper Award. In addition, he has been published in the AMA Marketing News, Alert Magazine, Survey Magazine, and ESOMAR RW Connect.

Alioto is a member of the AMA, ESOMAR, and the Society for Chaos Theory in Psychology and the Life Sciences.

His applied and academic research interests include the humanization of marketing research, behavioral economics, non-linear complexity modeling and the psychological framework of the consumer.

gongos.com

Michael Brereton headshot

Fixed-Term Faculty

  • Department of Marketing

Michael Brereton

Michael Brereton is a leader in the global marketing research industry. He is the former president and CEO of Maritz Research. Maritz is ranked in the 2012 Honomichl AMA/Gold findings as the 12th-largest marketing research firm in the United States and 16th globally.

During his thirty-year career, Michael has contributed substantially to the commercial and academic advancement of the marketing research discipline. His industry leadership roles have been broad and currently include CASRO chairperson, founding chair for the CASRO Institute for Research Quality, advisory board chair for the Michigan State University Master of Science in Marketing Research program, and advisory board member for the Southern Illinois University Master of Marketing Research Program.

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Roger Calantone headshot

University Distinguished Professor

  • Eli Broad University Professor of Business
  • Department of Marketing
  • Ph.D., University of Massachusetts

Roger Calantone

Roger Calantone is a University Distinguished Professor and Eli Broad Chaired University Professor of Business, as well as senior advisor to the dean. In 2009 he was honored for the second time as a leading researcher by the International Association for the Management of Technology, an award given every five years.

He has authored more than 400 peer reviewed journal and proceedings articles (indexed in Google Scholar), five books and several book chapters. Publications appear in journals such as Marketing Science, Management Science, Decision Sciences, IEEE Transactions on Engineering Management, Journal of Marketing, Journal of Marketing Research, R&D Management, Journal of Product Innovation Management, Academy of Management Journal, Strategic Management Journal and International Journal of Research in Marketing.

Calantone’s publications and research are mostly in the areas of product design and development processes, analytic decision support tools for NPD, and brand and organization process metrics. He is the recipient of numerous research and publication awards. In 2012, an article in JPIM analyzed the most productive innovation research scholars worldwide for the last twenty years and placed him second, and as of December 2015, his H-Index was 69. He has received research grants from entities such as NSF, Lowe Foundation, MRC, CAPS, KPMG, Dow, CLODE, MIIE and a wide variety of private and public firms.

He is currently on a research team funded by the NSF to study science-based multi-team systems at the Facility for Rare Isotope Beams (FRIB).

At MSU he is former chair of the Department of Marketing and former senior associate dean. Before he was at MSU, he was associate dean of the Ph.D. program and research at McGill University; a visiting professor at Rutgers University while a senior consultant at Bell Labs; econometrician at the Dick Pope Tourism Research Institute; and associate dean of research and graduate studies at the University of Kentucky.

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Lynnette Cooke headshot

Global Research CEO

  • Kantar Health

Lynnette Cooke

As global CEO, Lynnette Cooke leads Kantar Health’s global business and guides the organization through organic and acquisition-related growth. Known as a great connector of people, she creates diverse teams to challenge one another and generate the best ideas for serving clients. Drawing on her consumer background and product management experience at Newell Rubbermaid, Lynnette brings fresh and innovative perspectives to the development of Kantar Health offerings and services with a distinct focus on the patient.

Cooke is a past chair and continues to serve on the CASRO board of directors. She is an assistant professor at Michigan State University and serves on the university’s advisory board for the Master of Science in Marketing Research. In 2010, she was named one of the 100 Most Inspiring People in the life science industry by PharmaVOICE magazine and in 2011 she was the recipient of PMRG’s R.R. Fordyce Award.

kantarhealth.com

Jennifer Dale headshot

CEO

  • Insideheads, LLC. Online Market Research Solutions

Jennifer Dale

Jennifer Dale started her career building and repositioning apparel brands at Phillips-Van Heusen and ultimately built InsideHeads, an enterprising online market research company that answers questions for clients across industries, and the globe, with innovative, custom-designed primary research studies. She has more than 25 years of market research experience on both the client and vendor sides.

A pioneer in web-based market research, Dale has engineered and directed thousands of successful research studies online. She understands the science behind the research process and knows how to find the answers clients need to make critical business decisions.

In 1997, Jennifer designed and built one of the first online focus facilities. Today, her browser-based proprietary platform is a favorite among professional qualitative researchers looking for a secure, reliable solution to online interviewing.

Jennifer holds a B.A. in communications with honors from Penn State and a MBA from Rider University. She has published articles in industry magazines, including QRCA Views, MRA’s Alert!, and Quirk’s, and in late 2014 co-authored “Qual-Online, the Essential Guide to Conducting Interviews via the Web” with Susan Abbott, a five-star book on Amazon.

insideheads.com

Don DeVeaux headshot

Global Lead for Training and Development

  • GfK
  • Master’s in Management, Northwestern University

Don DeVeaux

Don DeVeaux is an experienced industry leader in both the automotive industry and the world of automotive market research. He started his nearly 20-year career at General Motors in manufacturing engineering and has held a variety of positions in areas as diverse as product planning, brand management and sales forecasting.

He spent the next nearly 18 years working on the agency/supplier side of the business as he left GM to join Allison-Fisher, a leader in U.S. automotive demand and brand equity research. Later, Allison-Fisher was acquired by GfK, the fourth-largest market research agency in the world, based in Nuremberg, Germany.

DeVeaux became the managing director of the automotive unit in the U.S., as well as the global lead for automotive. He oversaw the automotive business of GfK across 100 countries with nearly 300 associates. With a passion for employee development, he moved over to join the global human resources team as global lead for training and development, with responsibility for all training activities for GfK’s nearly 13,000 employees.

DeVeaux holds a B.S. in industrial and operations engineering from the University of Michigan and a master’s in management from Northwestern University, which he attended on a GM Fellowship. He has served on the advisory board for the Michigan State Master of Science in Marketing Research.

Doug Hughes headshot

Chairperson, United Shore Endowed Faculty Fellow in Sales Leadership

  • Department of Marketing
  • Ph.D., University of Houston

Douglas Hughes

Doug Hughes is chairperson of the Department of Marketing and United Shore Faculty Fellow of Sales Leadership at the Broad College of Business at Michigan State University. He holds a Ph.D. from the University of Houston, an MBA from Michigan State University, and a B.S. in marketing from the University of Tennessee. His research centers on managerial issues in marketing, with a special emphasis on salesperson decision-making, sales force management, brand relationships, and the marketing-sales and sales-service interfaces. Hughes has published articles in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Marketing Letters and other premier academic journals. He is editor-in-chief of Journal of Personal Selling and Sales Management. Professor Hughes has been honored with the 2015 and 2011 American Marketing Association Sales SIG Excellence in Research Awards, 2016 James M. Comer Award for the Best Contribution to Selling and Sales Management Theory, 2016 Emerald Citation of Excellence Award and 2013 Withrow Emerging Scholar Award.

Hughes teaches undergraduate, master’s, and doctoral-level courses, as well as executive education seminars in both marketing and sales management. He has received several national and university teaching awards, including the AMA McGraw-Hill/Irwin Sales Teacher of the Year Award, Provost’s Teaching Excellence Award, and the Sales Excellence Institute’s Teacher of the Year award. He also has coached multiple national championship winning students and teams at national sales competitions.

In addition to his academic credentials, Hughes leverages a rich corporate background in marketing, sales and general management, having worked with some of the world’s most recognized brands. His career includes experience as CEO of a business services firm, as a senior executive in both marketing and sales at Fortune 100/500 consumer packaged goods firms and as a consultant for several companies across multiple industries.

Gilbert Harrell headshot

Professor

  • Department of Marketing
  • Ph.D., Pennsylvania State University

Gilbert Harrell

Gilbert D. Harrell, Ph.D., is professor of marketing at the Broad College of Business. Professor Harrell received the 1997 John D. and Dortha J. Withrow Endowed Teacher/Scholar Award, the 1996 Phi Chi Theta Professor of the Year Award, and the 1995 Golden Key National Honor Society Teaching Excellence Award as the top teacher at Michigan State University. He teaches in the undergraduate, MBA, Executive MBA and Ph.D. programs, where more than 20,000 students have taken his classes. Among other courses, he is currently teaching strategic planning in the Executive MBA curriculum. His teaching, research, and consulting activities focus on sustainable competitive advantage; building business value; consumer loyalty; and strategic business, marketing and sales planning systems.

His new book, “Marketing: Connecting With Customers,” Prentice Hall, 2002, shows how winning organizations compete. His other books include “Consumer Behavior,” Harcourt Brace and Jovanovich; “Strategic Planning,” Simon & Schuster, and others. His publications have appeared in several journals, including the Journal of Long Range Planning, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Affairs, Journal of Industrial Marketing Management, Journal of Consumer Satisfaction, Journal of Retailing, Business Topics, Journal of Logistics Information Management, Journal of Health Care Marketing, Journal of International Marketing, Journal of the Academy of Marketing Science and others. He has been a member of the University Graduate Council, the University Graduate Professional Judiciary, the University Automotive Industry Advisory Board, the Committee on Executive Development (which he chaired) and others. Harrell’s doctorate degree is from Pennsylvania State University, where he was elected to the Phi Kappa Phi Honorary and the American Marketing Association Consortium. Both his bachelor’s and master’s degrees are from Michigan State University.

Harrell has consulted in more than 20 countries, and he maintains an active multinational clientele. He has received wide acclaim from his clients as a leading strategist, motivational speaker and facilitator, and he has spoken at numerous association meetings. He is very active in MSU Executive Development Programs. Harrell has developed strategic business and marketing systems for many Fortune 500 and mid-size organizations, including ARAMARK, General Motors, Collins and Aikman, Eastman Kodak, Asea Brown Boveri, Westinghouse, Cutler Hammer, AAR, Masco, Delta, Sparrow Health Systems, United Parcel Services, Brunswick Corporation, North American Van Lines, Electronic Data Systems and others. Harrell is the founder of Harrell and Associates, Inc., a professional consulting group, which specializes in services regarding strategic business, marketing, technology and sales.

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Ahmet H. Kirca headshot

Associate Professor

  • Department of Marketing
  • Ph.D., University of South Carolina

Ahmet H. Kirca

Ahmet Kirca holds a Ph.D. degree in international business/marketing from the University of South Carolina. Prior to joining MSU in 2006, he worked at the George Washington University.

Kirca’s research focuses on international business and marketing strategy, with a special emphasis on firm internationalization, firm innovation and strategic orientations. He has several published or forthcoming articles in top academic journals including the Academy of Management Journal, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of World Business and Journal of Management, among others. Kirca teaches international business, global strategy and marketing strategy courses in various undergraduate and graduate programs at MSU.

Ahmet also had extensive managerial experience in textile and tourism industries in Istanbul before joining academia. A native of Turkey, Kirca fluently speaks English, French, and Italian, with a working knowledge of Spanish and Japanese.

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Forrest Morgeson

Director of Research

  • American Customer Satisfaction Index (ACSI)
  • Ph.D., University of Pittsburgh

Forrest Morgeson

Forrest V. Morgeson III (Ph.D., University of Pittsburgh) is director of research at the American Customer Satisfaction Index (ACSI) in Ann Arbor, Michigan, where he is responsible for managing ACSI’s academic research, advanced statistical modeling and analysis, and international projects and licensing program (Global CSI). He also holds the position of instructor in the Department of Marketing at Michigan State University.

Morgeson’s research focuses on citizen satisfaction with government services, cross-national citizen and consumer satisfaction, and the financial impact of customer satisfaction in the private sector. His research has been published in the leading journals in both administration and marketing, including Public Administration Review, Journal of Public Administration Research and Theory, International Review of Administrative Sciences, Electronic Government, Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Service Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing and Journal of International Marketing. Morgeson’s book, “Citizen Satisfaction: Improving Government Performance, Efficiency and Citizen Trust” (Palgrave Macmillan), was released in 2014. In addition, over the past fifteen years, Morgeson has consulted with dozens of government agencies and corporations on citizen and consumer satisfaction, and has delivered lectures and presentations in dozens of countries around the world.

Thomas J. Page headshot

Associate Professor

  • Department of Marketing
  • Ph.D., Ohio State University

Thomas J. Page

Thomas Page is associate professor in the Department of Marketing, Eli Broad College of Business at Michigan State University. He received his B.S. in electrical engineering, MBA and Ph.D. in business from the Ohio State University.

Page’s primary research interests include attitude-behavior relationships, information processing with an interest in emotional response to advertising, structural equation modeling in marketing, negotiations and customer satisfaction.

Page has published in the Journal of Marketing, Journal of Marketing Research, Journal of Experimental Social Psychology, Journal of the Academy of Marketing Science, Decision Sciences, Journal of Business Logistics, and more recently in Journal of Purchasing and Supply Chain Management, Journal of Business and Industrial Marketing, International Journal of Physical Distribution Management and Transportation Journal. He was previously on the editorial review board for the Journal of the Academy of Marketing Science and Journal of Marketing.

Page has consulted for a number of companies and organizations, including Michigan Manufacturers Association, Educational Institute of the American Hotel/Motel Association, BanConsult, Services Rating Organization, Independent Accountants Association of Michigan and Physicians Health Plan.

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Jessica Richards headshot

MSMR Program Director

Jessica Richards

Jessica Richards is the program director for the Master of Science in Marketing Research Program within the Eli Broad College of Business at Michigan State University. Jessica holds an MBA with nearly 17 years of sales and management experience. Previously, Jessica has co-managed several multi-million dollar Verizon Wireless locations, as well as dual-department operations for the marketing and supply chain departments at the Eli Broad College of Business. She has also led recruiting, career development and marketing for the Michigan Army National Guard, primarily assisting new soldiers and officers.

Jessica achieved the rank of staff sergeant in the Michigan Army National Guard and is a military service veteran who served overseas during Operation Iraqi Freedom, decorated with many awards throughout her eight years of honorable service.

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Brenda Sternquist headshot

Professor

  • Department of Marketing
  • Ph.D., University of Tennessee

Brenda Sternquist

Brenda Sternquist, professor of marketing at Michigan State University, is a specialist in international retailing. She has conducted research throughout the world, but particularly focuses on China, India and Japan. This research is summarized in her book, “International Retailing” (2nd edition), published by Fairchild Press, New York, in 2007. Her first book focused on the European transition: “European Retailing’s Borderless World,” published by Greenwood Press. Two 2011 books are “Retail Strategic International Expansion: Theory and Cases” and “International Retailing Theory and Research.” She has also published more than 100 research articles. She was selected as the first Outstanding National Retail Educator in 2004. The award is presented by the National Retail Federation, the Center for Retail Studies at Texas A&M and JCPenney. In 1999 she received the Michigan State University Distinguished Faculty Award, the highest award given at Michigan State University in recognition of an outstanding career in research, teaching and service, and was selected for the Alumnae Club of Mid-Michigan Quality in Undergraduate Teaching Award in 1997.

Sternquist’s achievements span a decade. She received a Centennial Leader Award from the University of Tennessee, where she earned her doctorate. She received recognition from the College of Human Ecology at Michigan State University as an Outstanding Faculty Member. She has been recognized in 1996 with the All-University Excellence in Diversity Award, cited by Phi Kappa Phi in 1994 for scholarly achievement, and was named Michigan State University CASE Outstanding Professor in 1992. She was named the 1991 Outstanding Researcher by the College of Human Ecology at Michigan State University.

She is on the board of Tsinghua University, China Retail Research Center.

Her external research funding has come from the USDA National Research Initiative, USDA Challenge Grant, Hoso Bunko Foundation, Japanese Telecommunication Advancement Foundation and Isetan and Mauri Department Stores.

Sternquist is a past president and active member of Zonta Club of East Lansing, a women’s philanthropic organization. She coordinated the effort to bring professional women to an underprivileged school in the Lansing area, bringing a message of the possibilities of education. For her service to this organization, she received the 2004 Woman of Achievement Award, the highest recognition given by this organization.

Sternquist grew up in the cornfields of South Dakota, attended a one-room country school, and had time to ride horses and gaze at the clouds, wondering what would happen in the future. She graduated from South Dakota State University with a B.S., the University of Alberta with an M.S. and the University of Tennessee with a Ph.D. She is still gazing at the clouds and wondering what is next.

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R. Dale Wilson headshot

Professor

  • Department of Marketing
  • Ph.D., University of Iowa

R. Dale Wilson

Dale Wilson received his Ph.D. in marketing from the University of Iowa in 1977.  He previously served on the faculties at Pennsylvania State University (assistant professor) and Cornell University (visiting associate professor), and he was vice president and director of marketing sciences at BBDO, Inc. (a major New York-based international advertising agency). While at BBDO, Wilson was responsible for building and implementing advertising and marketing decision models for clients such as Armstrong World Industries, Black & Decker, DuPont, General Electric, Gillette, Lever Brothers, PepsiCo, Pillsbury, and the Wm. Wrigley Jr. Company. He has published more than 100 articles, and his work has appeared in publications such as the Journal of MarketingMarketing Science, Journal of Marketing Research, Journal of Advertising, Journal of Retailing, Journal of International Marketing, Industrial Marketing Management, Journal of Business Research, Journal of Business and Industrial Marketing, Journal of Current Issues and Research in Advertising, Research in Marketing, Competitiveness Review, Services Marketing Quarterly and Journal of Global Information Technology, among other distinguished journals.

Professor Wilson’s primary areas of expertise include marketing research and modeling, predictive analytics, marketing communication, marketing strategy, brand management and new product forecasting. His recent interests include the use of interactive databases, web analytics, the lead generation process and trade shows. Wilson is a frequent speaker at national conferences on marketing and advertising; and he was the editor of marketing for Interfaces, an applications-oriented journal in the area of management science/operations research, for nearly seven years. Along with Lewis G. Pringle and Edward I. Brody, Professor Wilson received a Certificate of Recognition from the Institute of Management Sciences for his article in the area of new product analysis and forecasting, which appeared in Marketing Science as the lead article in the first issue (volume 1, issue 1, page 1). He served as chair of the American Marketing Association Faculty Consortium on the topic of marketing research. In an article published in Marketing Educator, Professor Wilson was named one of the 108 “Best Researchers in Marketing.” He received an IBM Faculty Award to study web analytics data and their impact on internet marketing for B2B firms.

As part of the MSMR program, he teaches MKT 806 (Marketing Research for Decision Making) and MKT 819 (Advanced Marketing Research).

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Scott Worthge headshot

Senior Solutions Executive

  • MFour Mobile Research

Scott Worthge

Scott Worthge is senior solutions executive at MFour Mobile Research, where he reaches consumers through mobile market research, to understand their attitudes, opinions and behavior in new ways. MFour leads the mobile market research industry, with a singular focus on delivering insights about today’s mobile Millennial majority.

His 25+-year career in market research focuses on the effective collection of information, with the goal of supporting and enhancing organizational decision-making – making clients’ work lives easier.

Worthge teaches an online class in mobile marketing research for the MSMR program. He has also taught marketing research at the University of California–Berkeley as part of its extension programs and served as an instructor for the Master’s in Business Innovation program at CEDIM (Mexico City, Guadalajara and Monterrey, Mexico).

He holds B.A. degrees in economics and psychology from the University of California–Los Angeles and serves on the MSU MSMR Advisory Board.