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 classes including consumer insights courses and customer analytics courses. Both the full-time and online programs consist of the same market research 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 (part-time) 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.
The fall and spring full-time cohort options offer the same market research courses within the curriculum and both only require 12 months’ time to complete.
The fall full-time MSMR is a one-year, 34-credit course program that includes a team-based capstone project or internship experience.
The spring full-time MSMR is a one-year, 34-credit curriculum 100% online program. Students begin the program in January and graduate in December each year.
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. You will learn valuable skills in the consumer analytics and insights courses that you can apply while on the job.
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.
MSMR ACADEMIC DIRECTOR
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.
VICE PRESIDENT, GLOBAL
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.
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.
GLOBAL RESEARCH CEO
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.
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.
GLOBAL LEAD FOR TRAINING AND DEVELOPMENT
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.
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.
Scott Miller is a three-time CEO turned investor and board member. He joined the Eli Broad College as an adjunct professor in 2019 to apply his experiences as a Global CEO to the graduate courses at Michigan State. In that capacity he develops and leads courses in the disciplines of market research, insights, data management, and analytics. His courses also leverage his professional network of business leaders across multiple industries, bringing academic content to life with the lectures of current challenges and opportunities being faced by the business world.
Scott earned his B.A. at Albion College in Political Science and is a member of Phi Beta Kappa. Prior to joining MSU, he was the CEO of Vision Critical where he led the transformation of that company into a market leader in the customer experience software sector. In 2014, he earned recognition as Innovator of the Year in the Canadian technology industry. His global roles also have helped him develop proficiency in multiple languages. Prior to his most recent appointment, Scott held numerous other senior leadership positions including CEO North America and CEO of Motoresearch at Synovate. He started his career as a survey analyst at General Motors.
Scott currently sits on boards in the market research, software, precision agriculture and precision medicine fields. Several of these companies sponsor projects, internships and full time opportunities for Broad College students.
DIRECTOR OF RESEARCH
Department of Marketing
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.
Department of Marketing
Dr. Hang Nguyen received her PhD degree in Business Administration with Marketing concentration from the University of Connecticut in 2013 and was a UConn Hall of Fame Award recipient. She is interested in doing research in the areas of Brand and Product Innovation, Social Media Engagement, and Returns on Marketing Investments. Her research won the Emerald Literati Award in 2019 and Several Best Paper Awards at the leading American Marketing Conferences.
Her work has been published in the premier Journal of Marketing Research, International Journal of Research in Marketing, Management Science, and Journal of Financial and Quantitative Analysis.Dr. Nguyen is also an outstanding teacher who won several teaching awards at both undergraduate and graduate levels. She is currently teaching Brand Insights (MKT811), Brand Strategy (MKT821) for MBA students and Product Innovation (MKT410) and Product Design (MKT420) for undergraduate students. Prior to her academic career, Dr. Nguyen had ten successful years of professional experience in business consulting, investment, and marketing research. She was involved in important aspects of business such as developing new products, managing brand portfolios, opening new ventures, and promoting foreign direct investment (FDI) to developing countries. She played a significant role in the success of two multi-million dollar projects to promote U.S. and German investment in Vietnam and advised foreign investors who wanted to invest in Asian countries. In the U.S., she worked at Affinnova Inc., a global marketing technology company. She regularly collaborates with global market research firms such as the Kantar Group and Nielsen Corporation.
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.
Professor of Practice
Shana Redd is a Professor Practice in the Marketing Department and a fifth-year Marketing Ph.D. student in the Broad College of Business at Michigan State University. Shana teaches undergraduate and masters-level courses, including new product development, marketing strategy, conjoint analysis, corporate innovation, and data visualization in Tableau. She also serves as a faculty advisor for the MBA program’s design-thinking business challenge.
Shana’s research interests are focused on the empirical analysis of firm performance related to marketing strategy. Specifically, her research examines the internal and external drivers of successful marketing strategies in B2B and B2C environments, the effect of brand-level characteristics on firm performance, and the drivers of new product and service success across various stage-gate and launch activities in B2B and B2C environments.
Prior to joining MSU, Shana held positions in CPG consulting, new product development, and brand management. She served as a junior consultant for NCH Marketing Services, where she developed targeted consumer promotions for large CPG manufacturers, including Kraft, Butterball LLC, and Domino Foods. Shana left consulting to receive her MBA in Marketing and Leadership Change Management from Michigan State University. After this, she joined Whirlpool Corporation as a product development manager, and subsequently, a brand manager. In those roles, Shana developed consumer-driven product and brand plans, launched over 29 new products, and led a multimillion-dollar rebranding strategy for Whirlpool brand.
MSMR PROGRAM DIRECTOR
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 20 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.
Dr. Ayalla Ruvio is an applied consumer behavior researcher who focuses on issues such as identity and consumption, material vs. experiential consumption, consumer arrogance, and cross-cultural consumer behavior. Her research has been published in refereed journals including the Journal of Academy of Marketing Science, Psychology & Marketing, Journal of Product Innovation Management, Journal of Business Research, and Leadership Quarterly. She is the co-editor of the volume on “Consumer Behavior” in the International Encyclopedia of Marketing and the book “Identity and Consumption“. Prior to joining the Broad College faculty, she was an assistant professor at the University of Haifa and Temple University and a visiting professor at the University of Michigan. Her research has featured in numerous media outlets all over the world, including the CNN, TODAY show, Good Morning America, TIME magazine, The New York Times, Forbes, Consumer Reports, The Daily Telegraph, The Atlantic, The Telegraph, and the Toronto STAR
Department of Marketing
Emily Shepherd is a thought leader in data visualization and insights communication. Fueled by a passion for both data and creativity, she has dedicated herself to coaching insights professionals on how to visually communicate complex data with a focus on driving business impact.
Throughout her 10-year career in market research, she has developed an approach that breaks down data visualization into a concrete process that is attainable by all. She shares her methods through on-site trainings and ad-hoc collaboration sessions with insights leaders and teams, ranging from small companies to Fortune 500 corporations across many industries including CPG, healthcare, restaurant, retail, finance, travel, tech, and more.
As an MSU MSMR alum turned teacher, she closely relates to the students in the program. Motivated to advance industry talent, she strives to provide students with a strong visualization toolkit, enabling them to enter the workforce with marketable and highly sought-after skills.
In her role as the Visualization and Design Manager at Directions, an AMA Gold Top 50 market research firm, Emily leads a team of talented designers to find creative solutions to complex data problems. Among her coworkers, she’s earned the unofficial title of ‘Professional PowerPointer’!
Emily has a master’s in marketing research from Michigan State University, a B.A in statistics from Grand Valley State University, and 8 years of professional graphic design experience.
Department of Marketing
Donna Taglione recently retired from Morpace, Inc. where she was Vice President, Qualitative for 14 years. In that role, in addition to moderating focus groups and IDIs both in-person and online, she oversaw the operations of the Morpace focus group facility until its closure in 2014 for office expansion. Donna has nearly 40 years of marketing research experience on both the client and supplier side of the business. She began her career at Burke Marketing Research in Cincinnati and a promotion returned her to her home state of Michigan. She worked for American Motors Corporation and The Stroh Brewery before starting Rosedale Research – her own research and consulting company. As an independent moderator and project manager she worked for large and small advertising agencies and consumer packaged goods companies to gather consumer feedback on products and services for nearly 15 years. While she has experience managing quantitative studies in all of her roles, Donna’s passion is qualitative research. Talking with consumers, whether in-home or in a small group setting, comes naturally to her. Clients have often complemented her on her ability to put people at ease quickly.
Donna joined the MSMR department in 2017 as a fixed term faculty member. For five years prior to that she was a guest lecturer in Dr. Richard Spreng’s research classes. Early in her career, Donna taught evening classes in advertising and consumer behavior at Walsh College in Troy, MI. Donna is a proud graduate of Michigan State University earning both a Bachelors degree and a Master of Arts in Advertising from the College of Communication Arts and Science. She has had articles on qualitative research published in Quirk’s and on the American Marketing Association’s website.
Department of Marketing
Travis Walkowiak is a doctoral candidate in the department of marketing. He graduated the MSMR program in 2013 after completing a BA in Marketing at Michigan State.
As a doctoral student, Travis has taught Introduction to Marketing, Quantitative Business Research Methods, and Marketing Analytics at the undergraduate level, and the MSMR Statistics Review course. In 2019, Travis received the Stanley Hollander Award for Teaching Excellence for the second time based on student feedback.
Travis’ research interests include customer loyalty, customer relationship management, and services marketing. His work has been published in the Journal of Business Research, Journal of International Marketing, and Journal of Services Marketing. In 2018, he received the Don and Shirley Taylor Award for Research Excellence based on recommendations from the Doctoral Committee.
Department of Marketing
Bronlyn Wassink holds a Ph.D. in Mathematics and a M.S. in Applied Statistics. Bronlyn specializes in teaching and content development for courses with a strong emphasis on quantitative skills, such as statistical analysis, analytics, data visualization, interpretation of quantitative information, and computer software packages commonly used for quantitative research, such as R, SPSS, and Tableau.
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 Marketing, Marketing 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).
SENIOR SOLUTIONS EXECUTIVE
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.