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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.

We are currently accepting applications for this cohort through April 1st, 2023.

Note: We will consider applicants who apply past the deadline to this cohort on a case-by-case basis through May 1st, 2023.

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. Graduate career services for career advancement are available, virtual career fairs, and virtual mentorship from senior executives is available.

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

Program Curriculum

1st Summer Semester

Total Credits: 8

  • 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 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 867 Sampling and Research Design


    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 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.

1st Fall 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 877 Emerging Research Design & Methods


    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 861 Qualitative Research

    1 CREDIT

    Introduction to the principles of qualitative research, followed by the design and hands-on execution of projects in both traditional central-location and online formats. This course also explores the significant transformation of qualitative research occurring through the emergence of innovative techniques

Spring Semester

Total Credits: 7

  • MKT 819 Predictive Analytics

    3 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 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 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.

2nd Summer Semester

Total Credits: 5

  • 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 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.

  • MKT 891 Elective

    1 Credit

    Options for electives: Online Qualitative Research, Conjoint Analysis, Business Development, and Text Analytics.

2nd Fall Semester

Total Credits: 7

  • MKT 856 Capstone or Publication Project

    2 Credits

    In teams, partnership with a company in the design and execution of a research project.

    Note: Students have the option to select to participate in the Research Transformed Initiative: Design and execution of a research project, individually or as a team. May be in fulfillment of Capstone Research Project requirement or may be an optional assignment. Project topic is specifically selected to contribute to the MSMR Research Transformed initiative.

    View full course description at the Office of the Registrar.

  • MKT 856 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 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 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.

Elective Descriptions

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

  • 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 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.

  • MKT 891 Advertising Research *Coming Soon*

    1 Credit

    Description coming soon

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.