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No. 1 in supply chain

Our full-time on-campus STEM-designated Master’s of Science in Marketing Research and Analytics program (MSMRA) is a 12-month, 30-credit program in which you can begin the program in the fall or spring of each year and graduate the following summer or fall.

Fall 2023 Start Students: For in-person option beginning in the fall, the first two semesters take place 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 their last semester).

Spring 2024 Start Students: Domestic students who select to begin in the spring cohort can start an internship/job in their second semester (summer/June) and continue working through graduation (fall). International students can work full-time in an internship during the summer semester, are eligible to work part-time in the fall if they choose, and can obtain STEM OPT upon graduation if they select the on-campus cohort option (the online program is not eligible for OPT). Students can seek an internship/job opportunity or participate in a team-based capstone experience working on a real market research project for a real organization.

The deadline to apply for the fall 2023 cohort has been extended to August 1st, 2023 for domestic applications. Due to visa processing time restrictions for international applications INTL applicants seeking to apply should select SS24 or FS24. 

International Students

Starting in Fall 2023, the MSMR CIP Code is 52.1302 (Business Statistics). This CIP code is currently included in the U.S. Department of Homeland Security’s (DHS) 2020 STEM Designated Degree Program List. International MSMRA in-person cohort students with a valid F-1 status will be eligible for an updated I-20 reflecting the new CIP code (52.1302). Updated I-20s will be provided to students during the fall 2023 semester.

In addition to the initial 12-month Optional Practical Training (OPT), qualified F-1 students who receive a degree listed in the DHS’s STEM Designated Degree Program List are eligible to apply for a 24-month STEM extension of their post-completion optional practical training (OPT). This designation will allow students who receive an I-20 with the new CIP code (52.1302) to pursue a total of 36-months of employment authorization in the United States. The new CIP code for this program, effective Fall 2023, will be: Business Statistics (CIP 52.1302).

Program Curriculum

First Semester

Most of the courses held during the first 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

    2 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 861 Communications in Marketing Research

    2 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.

Second Semester

Courses held during the second semester are a mix of in-person and online. Total Credits: 13

Note: Spring 2024 start students will only take nine credits in their second semester (summer) and can begin working full-time in an internship or job starting in June if they are a domestic student. International students can work full-time in an internship in the summer and can work part-time in the fall if they choose.

  • 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 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 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: Social Listening, Business Development, Statistical Methods with R, Conjoint Analysis, and Advertising 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

    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.

Third Semester

Total Credits: 8

The third semester can be completed online and students have the option to work in an internship or full-time job (in-state or out-of-state) in the final semester 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 at the end of the semester (August or December) over a two-day period to present final presentations (2-3 days only and housing is provided).

  • 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 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 Capstone Research 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 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 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 Advertising Research

    1 Credit

    Students will learn to articulate the role of advertising in influencing consumer behavior and driving brand growth, leverage consumer insights and analytics to make better advertising decisions, Interpret core research principles to different advertising medias (Video, Social, OLM, Print, etc), assess strengths and limits of different methodologies within the advertisement development process, apply creative instincts based on best practices to evaluate advertising without primary market research, and summarize how advanced research techniques are used to create and measure advertising.

Take action.

Apply to become a part of one of the next MSMRA full-time cohorts.