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The fall full-time Master of Science in Marketing Research program (MSMR) is a one-year, 34-credit program that includes a team-based capstone project or internship experience.

Students in the fall full-time cohort will start in fall semester 2019 and graduate after summer semester 2020, with three semesters on campus. Students have the option of seeking a summer 2020 internship or participating in a team-based capstone experience working on a real marketing research project for a real organization.

The deadline to apply for the fall 2020 cohort is June 15, 2020.

International Students

While post-graduation jobs for international students in the U.S. are limited, students will be eligible for a 12-month Optional Practical Training visa, allowing them to work in the U.S. for 12 months following graduation.

Program Curriculum

Fall Semester

Total Credits: 15

  • MKT 805 Marketing Management

    3 Credits

    Introduces a wide range of fundamental marketing concepts and explores their strategic business implications. Focuses on developing an understanding of how marketing research functions as an integral component within the broader context of marketing strategy.


  • MKT 806 Marketing Research for Decision Making

    3 Credits

    Overview of fundamental methods and techniques used to collect and analyze data in marketing research. In-depth introduction to data analysis and interpretation using Excel and SPSS.


  • MKT 807 Consumer Insights

    3 Credits

    Application of behavioral science research in developing deep understanding of customers that can be used in developing marketing strategies, including segmentation, positioning, branding, advertising, customer satisfaction and loyalty.


  • MKT 867 Sampling and Research Design

    3 Credits

    Introduction to the fundamental disciplines of experimental design, survey design, sampling, and data collection. Balance between traditional theoretical approach and hands-on application with industry tools such as Qualtrics.


  • MKT 891 Communications in Marketing Research

    1 Credit

    Introduction to data visualization and the art and science behind creating visually impactful PowerPoint slides.  Includes a strong focus on visual design principals to simplify complex data sets into easily consumable information.

  • MKT 861 Data Visualization with Tableau

    Builds upon MKT 861, Communications in Marketing Research, by leveraging the Tableau Prep and Desktop tools to achieve enhanced visual communication. Focuses on preparing complex data, developing meaningful visuals for analysis, and crafting actionable narratives for diverse audiences.

  • MKT 861 Online Research Communities

    Introduction to Online Research Communities and their most impactful use cases in the research and insights space. Using live hands-on projects, this focuses on the evolution from merely a faster, cheaper sample solution to a strategic platform for managing continuous conversation with hard to reach audiences.

Spring Semester

Total Credits: 11

  • MKT 819 Predictive Analytics

    1.5 Credits

    Builds upon MKT 806 by introducing advanced quantitative statistical methods for marketing research. Uses SPSS and includes techniques such as multiple regression, logistic regression, time series, and neural network modeling.


  • MKT 823 Applications in Predictive Analytics

    1.5 Credit

    Builds upon MKT 806 by introducing advanced quantitative statistical methods for marketing research. Uses SPSS and includes techniques such as multiple regression, logistic regression, time series, and neural network modeling.


  • MKT 843 International Marketing Research

    2 Credits

    Explores globalization from the perspective of implications for marketing research design and execution. Emphasizing a focus on application when understanding regional differences in the areas of problem definition, research design. qualitative vs. quantitative approaches, and storytelling.

  • MKT 864 Emerging Data Management & Analysis

    3 Credits

    Builds upon the foundational disciplines of MKT 806 & MKT 819 by introducing approaches representing the ways in which innovative, and sometimes disruptive, techniques are transforming the approach to data management, analysis, interpretation and visualization.

  • MKT 890 Consulting in Marketing Research
  • MKT 861 Qualitative Research

    1 CREDIT

    Introduction to traditional qualitative research with a particular emphasis on moderator guide design, and approaches to recruiting and conducting a focus group or in-depth interview.

  • MKT 891 Elective

    1 CREDIT

    Options for electives: Analysis Tools, Mobile Research, Business Development, Conjoint Analysis, Text Analysis, Coming Soon: Syndicated Research.

Summer Semester

Total Credits: 8

  • MKT 856 Client Research in Practice

    2 Credits

    Developed to supplement the teaching of core marketing research disciplines with on-the-job perspectives from leading industry guest-lecturers through a series of on-campus seminars. Presentations are designed to give students a solid understanding of the leadership issues currently facing the research industry, and the nuances of conducting research in major industry practices and sectors.

  • MKT 856 New Design and Methods

    3 Credits

    Builds upon the foundational disciplines of MKT 867 by introducing approaches representing the ways in which innovative, and sometimes disruptive, techniques are transforming research design, sampling and data collection processes, and the overall marketing research business landscape.

  • MKT 861 Capstone Project

    2 Credits

    Partnership with a company in the design and execution of a research project. Focuses on independently demonstrating the management of a study end-to-end including all aspects of the marketing research process.

  • MKT 861 Summer Project or Internship

    1 – 2 Credits

    Students have the option to choose if they would like to participate in either the internship or summer projects courses listed below, they will select one of the following courses:

    Internship Course (1 credit): Practical application of skills in a structured 3-4 month on-site agency or client work experience.

    Summer MR Project Course (2 credits): In teams, partnership with a company in the design and execution of a research project. Often completed in lieu of a structured on-site internship.

Optional Electives

Elective Descriptions

All electives can be taken at no additional cost and are offered 100% online.

  • MKT 891 Mobile Research for MR

    1 Credit

    Builds upon MKT 867 by delivering an in-depth understanding of the application of mobile techniques and tools in marketing research. Focus on creating and fielding a mobile-specific project, and understanding trends and likely future directions in mobile research.

  • MKT 891 Social Listening

    1 Credit

    Outlines how companies apply the disciplines of marketing research to information collected via social media. Focuses on how social listening fits into an organizational structure, and how to properly respond to social media discussions. Uses Infegy Atlas to develop social listening queues for analyzing how customers are talking about specific companies and their products or services.

  • MKT 891 Business Development

    1 Credit

    Explores the understanding and application of business development principles within the context of complex business-to-business selling situations typically experienced in the field of marketing research. Heavy emphasis on best-practice interviews with industry sales professionals.

  • MKT 861 Statistical Methods with R

    1 Credit

    Preparatory course designed to ensure all students have fundamental understanding of statistics prior to beginning core research courses. Topics covered include descriptive statistics, levels of measurement, difference of means tests, analysis of variance, regression and correlation, and non-parametric tests.

  • MKT 891 Conjoint Analysis

    1 Credit

    Builds upon MKT 806 and MKT 819 by delivering an in-depth understanding of the Conjoint analytic technique. Focuses on questionnaire design, tool selection and interpretation of results. Also introduces the MaxDiff analytic technique.

  • MKT 891 Analysis Tools

    1 Credit

    Builds upon MKT 806 and MKT 819 by introducing the basic functionality of the software package SPSS Modeler. Applies the software to augment marketing decision-making through ‘predictive modeling’. Also includes an overview of SPSS Syntax, a programming tool used to automate commonly-used commands and macros.

2019 Cohort Profile


Average Undergrad GPA

Average GMAT Score

Completing Master's and Bachelor's Degree Simultaneously

U.S. States Represented

Countries Represented
U.S., China, India

Universities Represented
Michigan State University, U of M, Institute of Marketing and Management (India), Rochester Institute of Technology, Western Michigan University, Alma College, Saginaw Valley State University

Undergraduate Majors Represented
Marketing, Psychology, Supply Chain, Business Studies, Economics, Hospitality Business, Business Administration, New Media Marketing, Management/Marketing & International Business

Undergraduate Minors Represented
Entrepreneurship & Innovation, Retail Management, Spanish & International Business, Public Relations, Health Care Administration, Graphic Design, Advertising & Public Relations, Economics, Retail Management and Insurance Risk Management

Take action.

Apply to become a part of the next MSMR fall full-time cohort.