COVID-19 Updates

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 2022 cohort is March 15th, 2022. Applications are reviewed on a rolling basis.

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.

Program Curriculum

Summer 2022 Semester

Total Credits: 6

  • 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 861 Statistics Review

    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 861 Data Visualization with Tableau

    1 CREDIT

    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 890 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.

Fall 2022 Semester

Total Credits: 7

  • 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 819 Predictive Analytics


    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 861 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.

Spring 2023 Semester

Total Credits: 7

  • MKT 867 Sampling & 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 856 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 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.

Summer 2023 Semester

Total Credits: 7

  • 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 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 861 Statistics with R

    1 CREDIT

    Builds upon MKT 806 and MKT 819 by introducing the fundamentals of programming in R. Specific topics include coding custom functions, simulating results, utilizing logical statements, writing loops, data manipulation, and basic statistical analysis.

  • MKT 891 Elective

    1 Credit

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

Fall 2023 Semester

Total Credits: 7

Elective Descriptions

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

  • 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 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 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.

  • MKT 891 Text Analytics

    Focuses on developing a hands-on familiarity with a range of approaches for analyzing textual data. Includes selecting appropriate methods for a variety of research questions, and using both automated systems (e.g. Ascribe) and analytic systems (e.g. SPSS Modeler) tools to analyze textual data.

2021 Cohort Profile

Student Job Titles

Marketing Research Manager, Project Lead, Marketing Research Specialist, Trade Marketing Manager, Online Qualitative Research Analyst, Account Manager, Research Associate, Editorial Coordinator, Email Marketing Lead, SEO Specialist, Lead QA Analyst, B2B Consumer Insights Director, Customer Support Specialist, Consumer Insights Manager, Communications Specialist, Data Management Specialist, Research Coordinator, Social & Search Analyst, Customer Insights Lead, Brand Marketing Coordinator, Sr. Demand Generation Coordinator, Marketing Creative Specialist, Marketing Research Analyst, Strategy & Insights Program Performance Lead, Research Manager, and Senior Marketing Research Analyst.

Cohort Class Size

Average Undergrad GPA

Average Years of Work Experience

Top Companies
Google, Nickelodeon, Downey's Potato Chips, Stellantis (formerly Fiat Chrysler), Research America, Carhartt, Ducker, C+R Research, Spectrum Health, Spark Foundry, Sysmex America, MSU Federal Credit Union, Verizon, Northen Trust, Coin Cloud, Forthea, and C.H. Robinson.

U.S. States & Countries Represented
MI, NV, TX, CO, SC, UT, IN, IL, OH, CA, NY, NC and Windsor, Canada

Top Universities
Michigan State University, Universita di Piza, University of Nevada, University of Houston, Butler University, University of Toledo, Colorado State University, FAAP- SAo Paulo, Western Michigan University, Oakland University, Brigham Young University, University of Windsor, Indiana University, University of Wisconsin-Madison, Grand Valley State University, Ohio University, University of Cincinnati, Northern Kentucky University, Florida International University, University of Southern California, Clemson University, Miami University, and Duke University.

Take action.

Apply today to join the MSMR online program.