Be on track to become a member of the next generation of business and marketing leaders – enroll in the online Master of Science 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 2020 cohort is March 15th, 2020.

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 program, including SPSS Statistical Software, SPSS Modeler, Ascribe and Sawtooth.

Program Curriculum

Summer 2020 Semester

Total Credits: 5

  • 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 890 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.

  • Elective

    1 Credit

    Options for electives: Text Analytics, Mobile Research, Business Development, Online Qualitative Research, International Marketing Research, R Statistical Software, Intro to Tableau, Conjoin Analysis, Communications in MR, and more.

Fall 2020 Semester

Total Credits: 8

  • MKT 867 Sampling and 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 806 Marketing Research for Decision Making

    3 Credits

    Collection and analysis of marketing research data for marketing decision making. Focuses on marketing research methods for data collection and introductory data analysis.

    View full course description at the Office of the Registrar.

  • MKT 861 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.

    View full course description at the Office of the Registrar.

  • MKT 891 Intro to Tableau

    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.

Spring 2021 Semester

Total Credits: 7

  • 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 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.

  • Elective

    1 Credit

    Options for electives: Text Analytics, Mobile Research, Business Development, Online Qualitative Research, International Marketing Research, R Statistical Software, Conjoint Analysis, Communications in MR, and more.

Summer 2021 Semester

Total Credits: 7

  • MKT 819 Advanced Marketing Research

    3 credits

    Advanced quantitative methods for marketing research for market segmentation and consumer choice using multivariate statistics, including perceptual mapping, multiple regression, cluster analysis, multidimensional scaling, discriminant analysis, conjoint analysis and factor analysis.

    Note: There is an option to take this course in person in a one-week intensive format, should a student choose.

    View full course description at the Office of the Registrar.

  • 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.

  • Elective

    2 Credits

    Options for electives: Text Analytics, Mobile Research, Business Development, Online Qualitative Research, International Marketing Research, R Statistical Software, Conjoint Analysis, Communications in MR, and more.

Fall 2021 Semester

Total Credits: 7

2018 Cohort Profile

Student Job Titles

AVP Customer Insights, Partner/Senior Strategist, Director of Marketing and Communications, Director of Marketing, Director of Customer Insights and Market Research, Regional Marketing Strategist, Market Research Director, Marketing Manager, Sr. User Experience Researcher, Business Analyst, Associate Project Manager, Marketing Research Data Analyst, Market Analyst, Account Associate, Client Development, Business Development Specialist, Intellectual Property Data Specialist, Marketing and Operations Coordinator, Portfolio Manager, Sr. Consultant

30-40
Projected Class Size

3.49
Average Undergrad GPA

5.6
Average Years of Work Experience

Top Companies
Goldman Sachs, Steelcase, PNC, General Mills, Zappistore, University of Michigan, Research America INC, Xfinity, United Federal Credit Union, The NPD Group, and more

8
U.S. States Represented
MI, CA, IL, LA, MD, MS, PA, UT

Top Universities
Michigan State, Arizona State, Miami University, Bentley University, University of Wisconsin, Missouri State, Grand Valley State, and Western Kentucky University

Take action.

Apply today to join the MSMR online program.