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Be on track to become a member of the next generation of business and marketing leaders – enroll in the online Master’s in Marketing Research (MSMR) 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.

The deadline to apply to the online 2021 cohort is March 15th, 2021.

If you’re looking to advance your career while still working full time, enroll in the online Master of Science in Marketing Research (MSMR) program. Our 34-credit online marketing master’s program can be completed in 20-months without ever stepping foot on campus.

The online MSMR program consists of the same courses, taught by the same professors, as the full-time program, and students will be held to the same academic standards. Like the graduates of the full-time MSMR program, the online MSMR graduates will be skilled in traditional marketing research techniques such as experimental design, sampling, data collection and analysis, as well as leading-edge marketing technologies, methodologies and software packages.

Software is provided for this online marketing master’s program, including SPSS Statistical Software, SPSS Modeler, Ascribe and Sawtooth.

2020 Cohort Profile

Student Job Titles

Regional Director, Research Services Account Executive, Director of Marketing Strategy and Research, Senior Analyst- Consumer & Market Insights, Account Executive, Associate Manager, Senior Research Associate, SEO Specialist, Research Associate, Research Services Account Executive, Consultant for Financial Planning & Analysis, Senior Conference Program Manager, Sr. Marketing Specialist, Campaign Coordinator, Digital Media Coordinator, Consumer & Market Insight Manager, Lead Teacher, Market Research Analyst, Research Associate, Marketing & IT Manager.

Cohort Class Size

Average Undergrad GPA

Average Years of Work Experience

Top Companies
Unilever, Microsoft, Leo Burnett, Verizon, Whirlpool, Qualtrics, PetSmart, Stryker, Bubba Gump Shrimp Co., Ford, Cardinal Health, Meijer, MarketVision Research, Lake Superior State University, DTE Energy, Michigan Corn, Simpson Scarborough, DANA Inc., Macatawa Bank,,Forthea Interactive Marketing, Northen Trust, Steelcase, and Michigan Credit Union.

U.S. States & Countries Represented
MI, TX, UT, GA, IL, CA, PA, KY, AR, NC, IN, and Ontario, Canada

Top Universities
Michigan State University, University of Oregon, Georgia State University, California State University, The Ohio State University, Western Michigan University, Northern Kentucky University, Bentley University, University of Windsor, Arizone State University, Saginaw State University, Eastern Michigan University, Grand Valley University, George Mason University, Hope College, Depaul University, University of Cincinnati, Northern Michigan University, and Central Michigan University.

Program Curriculum

Summer 2020 Semester

Total Credits: 6

  • MKT 805 Marketing Management

    3 Credits

    Strategic and decision-making aspects of marketing functions. Analysis, coordination, execution of marketing programs. Development of strategies and tactics. Segmentation, marketing mix, market response modeling, and ethics in a global context.

    View full course description at the Office of the Registrar.

  • MKT 861 Statistics Review

    1 Credit

    The MSMR Statistics Review is an online course that focuses on the application of statistical techniques to marketing research problems. Topics covered include descriptive statistics, levels of measurement, correlation, analysis of variance, regression analysis, and non-parametric tests. The course’s purpose is to ensure that students can select and apply each technique appropriately.

    View full course description at the Office of the Registrar.

  • MKT 861 Data Visualization with Tableau

    1 CREDIT

    Visual communication is a high-demand skill for data-minded managers. However, with the rise of “big data” and complex systems, managers are challenged with assembling data from multiple sources and, most importantly, making sense of what the data means to and for their business. To enhance your visual communication, you will practice preparing complex data, developing meaningful visuals for analysis, and crafting actionable narratives for diverse audiences leveraging the Tableau Prep and Desktop tools.

  • MKT 891 Social Listening

    1 CREDIT

    Social Media has fundamentally changed the way customers interact with brands and vice-versa. Instead of waiting on hold, sending email to an inbox, or filing a complaint, customers can vent frustration, satisfaction and more directly to brands in a very public way. They expect an immediate response through social media, and companies need to understand how to engage with those customers. At the same time, brands can capture data and business intelligence like never before from social media, to be used for market research, customer service, campaign performance, persona mapping and more.

    Social Listening for Market Research will expose students to thinking about how companies develop their Social Listening programs to align with the broader Social Media Strategy and overall business goals. Students will learn how companies structure their Social Listening Teams to meet those goals. We will learn to set up keyword strings in actual listening platforms to better understand customers and learn how to visualize the data for actionable insights. Along the way, we’ll look at real-life social listening examples, successes, and failures.

Fall 2020 Semester

Total Credits: 7

Spring 2021 Semester

Total Credits: 7

  • MKT 867 Sampling & Research Design

    3 Credits

    Experimental design, survey/questionnaire design, sampling and data collection in marketing.

    View full course description at the Office of the Registrar.

  • MKT 856 New Design and Methods

    3 Credits

    Emerging Research Design & Methods acknowledges the importance of building a solid understanding of these foundational elements. This Course aims to additionally expand upon that understanding by introducing approaches representing the ways in which innovative, and sometimes disruptive, techniques are transforming the marketing research business landscape. This course is structured as a series of half-day modules, each addressing a different emerging marketing research approach. Each module is centered on a presentation by a leading industry expert in that particular approach.

    View full course description at the Office of the Registrar.

  • MKT 891 Online Research Communities

    1 Credit

    On-line Research Communities have become a key component of most enterprise insight departments. What started out as a solution for faster, cheaper sample has evolved into a strategic platform for earning consent from hard-to-reach audiences and managing continuous conversations that feed deep understanding into customer experience, product innovation, marketing and communication decisions.

    And as the role of on-line communities has expanded, so have the technology platforms and service models for supporting them.

    This course will focus on the most impactful use cases for on-line research communities in the insight and data ecosystems of the world’s most progressive insight organizations: from earning and maintaining consent among target audiences to managing continuous conversations to leveraging insights to impact decisions and inform systems of record. Once a command of key use cases has been achieved, the class will put those skills to use on behalf of a progressive enterprise insight department to learn first-hand how the community solution can improve business outcomes.

Summer 2021 Semester

Total Credits: 7

  • MKT 843 International Marketing Research

    2 Credits

    International research from various elements of the marketing research process. Globalization, the research planning process (business problem and research objectives identification), research design. International qualitative/quantitative approaches, analysis, reporting/storytelling, and assessment of various global regions.

    View full course description at the Office of the Registrar.

  • MKT 807 Consumer Insights

    3 credits

    Traditional and emerging research tools that organizations use to capture the voice of the customer. 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.

    View full course description at the Office of the Registrar.

  • MKT 861 Statistics with R

    1 CREDIT

    This one credit course will cover the basics of programming in R, including coding custom functions, simulating results, utilizing logical statements, writing loops, data manipulation, and basic statistical analysis. In particular, we will learn the following:

    • Learning the basics of R, and gaining familiarity with RStudio
    • Navigating help pages and using packages and libraries.
    • Creating custom functions.
    • Replicating custom functions involving random sampling to simulate multiple outcomes, and estimating a population mean or proportion using these simulations.
    • Data types saved in R: vectors, matrices, arrays, lists, and data frames.
    • Logical statements in R, and subsetting a large data frame using logical statements.
    • If statements, else statements, and the ifelse function.
    • Writing loops.
    • statistical analysis: t-tests, one-way independent ANOVA, and linear regression
  • MKT 891 Elective

    1 Credit

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

Fall 2021 Semester

Total Credits: 7

  • MKT 861 Capstone or Publication Project
  • MKT 864 Data Mining

    3 Credits

    Statistical and computer-based techniques for exploring and understanding very large data arrays in large-scale marketing research projects. Understanding how advanced computer technology, large databases, and statistical methods such as predictive and classification models work together to generate new insights into marketing strategy issues. Emphasis on applications of using statistical analysis software.

    View full course description at the Office of the Registrar.

  • MKT 891 Elective

    1 Credit

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

  • MKT 861 Online Qualitative Research

    1 CREDIT

    Research buyers are increasingly considering online qualitative research, either alone or in conjunction with traditional in-person approaches to save time, eliminate geographic restrictions, and foster more candid feedback from respondents. Get hands-on experience with a real marketing research study in this exclusive 10-week course. Learn how to prepare an accurate proposal, recruit the right people, write a strategic discussion guide, manage multiple interviews, and summarize the findings for a client presentation. Each lesson includes step-by-step instructions and practical tips from real research case studies.

Elective Descriptions

All the current elective descriptions for the program are included in this helpful section.

  • MKT 891 Mobile Research for MR

    1 CREDIT

    This course is designed to provide a deep dive on mobile research. Topics include: the History of MR Technology; Mobile Research Defined, State of the art of mobile research – what mobile can do, basics of mobile research technology, more advanced capabilities, and different major suppliers and what they offer; Applications and implementation – mobile MR enabling new and different consumer information through specific uses, “best” fit use cases, where mobile MR does not offer superior results; Creating mobile surveys; The Mobile MR project cycle – special considerations for creating and fielding a mobile-specific project, especially for results that mobile enables (e.g., photos and videos incorporated into data sets, potential biases during data collection, limits of respondent attention and cooperation, etc.); Trends and directions in mobile research.

  • MKT 891 Business Development

    1 CREDIT

    This Course explores the understanding and application of Business Development principles within the context of insightful decision making in today’s business environment.  This Course focuses on the application of these principles in the environment of complex business-to-business selling situations typically experienced in the field of marketing research. This Course is designed to help you…

    1. Gain an understanding of key Business Development concepts.
    2. Explore proven constructs and models for implementing best practices in these disciplines.
    3. Develop skills at reviewing company situations and applying business development models for optimal sales performance.
    4. Experience the sharing of anecdotal sales successes and best practices by proven leaders in marketing research business development.
    5. Receive several opportunities to apply your knowledge through developing, presenting and defending your own recommendations.

  • MKT 891 Conjoint Analysis

    1 CREDIT

    When developing and launching a new product or service, firms must know what critical attributes (e.g., price, features, benefits, etc.) are needed to meet their consumers’ needs.  However, rapid changes in consumer behaviors and preferences, as well as the firm’s desire to reduce development and launch costs, pose a threat to marketing managers’ success.  Conjoint analysis, one of the most popular quantitative market research methods in practice, is used for measuring the value the market places on product and service attributes and predicts the value of any combination of offerings.  This research method aids marketing managers in effective and efficient managerial decision-making.  To enhance your managerial decision-making, you will gain an understanding of various types of conjoint analysis techniques and practice designing, conducting, analyzing, and interpreting conjoint analysis studies.

  • MKT 891 Analysis Tools

    1 CREDIT

    This online course provides instruction on the basic functionality of the software package SPSS Modeler. Specifically, the course uses the software as it is used by marketing researchers to augment marketing decision-making through what is sometimes called “predictive modeling.” The course will focus on applying the software to gain insights into customer behaviors via analysis of real-world consumer survey data.

    Secondarily, this course will provide (at the beginning and in the first few videos) a review of the base SPSS Statistics software package, along with an overview of SPSS Syntax, a programming tool used within the SPSS statistical software package to automate commonly-used commands and macros, and thereby to streamline analytical and statistical functions in SPSS.

  • MKT 891 Text Analytics

    *Description Coming Soon*

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Apply today to join the MSMR online program.