skip to main content

COVID-19 Updates

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 this cohort begin the MSMR program in the fall and graduate the following summer. The first two semesters are completed in-person on campus and the final semester can be completed mostly online to accommodate students working in internships and jobs (students can work in-state or out-of-state starting in May). Students have the option of seeking a summer internship/job opportunity 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 2022 cohort is March 15th, 2022.

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. Many graduates have obtained company sponsorship within the OPT time period to continue working in the US. Marketing Research is not currently a STEM field. International applicants with a 3 year bachelors degree must also have a 2 year masters degree to be considered for admission.

Program Curriculum

Fall Semester

Most of the courses held during the fall-semester are in-person. Total Credits: 14

  • 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 891 Industry Introduction

    1 Credit

    Professional Seminar course created as an introduction to the marketing research industry. The broad use of guest lecturers helps develop a perspective of industry structure, areas of practice, professional standards, and available resources. The course objective is to establish a common initial understanding of, ‘this is what it means to be a new member of the global research community’. In partnership with ESOMAR.

Spring Semester

Courses held during the spring-semester are a mix of in-person and online. Total Credits: 14

  • 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 877 Emerging Research & Design 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 891 Elective

    1 CREDIT

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

  • MKT 861 Qualitative Research

    1 CREDIT

    Builds upon MKT 861, Introduction to Qualitative Research, by delving particularly into conducting qualitative research in an online setting. Focuses on selecting online tools, developing discussion guides, managing chatgroups and bulletin boards, and preparing topline reports.

  • MKT 861 Online Research Communities

    1 CREDIT

    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.

  • MKT 861 Client & Research Practices


    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 864 Emerging Data Management & Analysis


    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.

Summer Semester

Total Credits: 8

The summer semester is can be completed online and students have the option to work in a summer internship or full-time job (in-state or out-of-state) starting in May OR they can participate in a team-based capstone experience working on a real marketing research project for a real organization (meets several times in-person). Students return to campus in August over a two-day period to present final presentations (2-3 days only and housing is provided).

  • MKT 843 International Marketing Research


    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 891 Consulting in Marketing Research

    1 Credit

    Introduces students to the art of consulting and relationship development as it applies to marketing research engagements. Focus is to prepare to become trusted consultants, whether participating on a team or in a leadership role.

  • MKT 856 Research Project - Capstone OR Research Project - Publishing


    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 856 Internship

    1 Credit

    Practical application of skills in a structured 3-4 month on-site agency or client work experience. Students can accept/work in a full-time job in lieu of an 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.

2020 Cohort Profile


Average Undergrad GPA

U.S. States Represented

Universities Represented
Michigan State University, University of Pittsburgh, University of South Florida, University of Alabama, Texas A&M University, Gonzaga University, University of Colorado at Boulder, Northwood University, Miami University, Stanford University, and Zhejiang University of Technology.

Undergraduate Majors Represented
Marketing, Supply Chain, Psychology & Communication, Mechanical Engineering, Criminal Justice, Marketing & Spanish, English/Creative Writing, Marketing & Psychology, Graphic Design, Hospitality Business, Advertising, Technology & Innovation, Public Relations, and Recreation/Parks/Tourism.

2.8 years
Average Years of Work Experience
(Some internship employers listed below)
Pepsico, BISSELL, Apple Inc., Tesla Motors Inc., Google, AT&T, Michigan State University, Stanford University, Spartan Branding, etc.

Take action.

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