The spring full-time Master of Science in Marketing Research (MSMR) is a one-year, 34-credit program that includes a required internship. Students begin the program in January and graduate in December each year.

The deadline to apply for the spring 2019 cohort is October 1, 2019.

Program Curriculum

Spring Semester

Total Credits: 16

  • MKT 805 Marketing Management

    3 Credits

    Strategic and decision-making aspects of marketing functions. Analysis, coordination and 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 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 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 Qualitative Research

    1 Credit

    Qualitative research comes in many shapes, sizes and forms from traditional focus groups and one-on-one interviews to in-home/in-car/on site IDIs (in-depth interviews). It includes online bulletin boards and web cam discussions to alleviate geographic restrictions for low incidence topics. Qualitative research can be done as a stand-alone project or in conjunction with quantitative research either before or after the data is gathered. No matter when or how qualitative research is conducted, its objective is usually clear – to find deeper meaning and insight from a consumer in order to understand in greater detail why a product is used or not used, an ad is appealing or not appealing or a service is liked or not liked.

    At the end of this course you will:

    1. Understand when to conduct qualitative research
    2. Be able to choose between alternative qualitative solutions for a particular situation
    3. Be capable of designing a screener to find qualified candidates for your type of session
    4. Understand how to craft a moderator’s guide … and write one
    5. Learn how to summarize what you learned and tell respondent stories

    View full course description at the Office of the Registrar.

  • 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 890 Consulting in Marketing Research
  • MKT 891 Communications in Marketing Research

    2 Credits

    An introduction to data visualization and the art and science behind creating visually impactful PowerPoint slides. This course will give you the tools to think like a designer, even if you’re not one. In a world of fast paced clients and massive amounts of data, the ability to bring your story to life and captivate an audience is imperative. A strong focus on visual design principals will teach you how to breakdown and simplify complex data into easily consumable information. An additional focus on PowerPoint efficiencies will help you work faster and smarter to create clean and powerful slides your audience will be excited to engage with.

    View full course description at the Office of the Registrar.

  • MKT 891 Online Research Communities

    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 eco-systems 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.

May Intensive

Total Credits: 5

The intensive occurs approximately the middle two weeks in May.

  • 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.

    View full course description at the Office of the Registrar.

  • MKT 856 Research in Practice and Client Research

    2 Credits

    Research in Practice & Client Research provides in-depth, on-the-job perspective from leading market research and/or industry professionals. Guest lecturers will talk about their own experiences, provide real-life examples, engage with students by answering questions, and in some cases have the students participate in individual or group exercises. The course is comprised is a series of presentations designed to give students a solid understanding of the day to day responsibilities, opportunities, and challenges in conducting research in major industries and companies. Topics covered by the industry speakers include: What type of research is conducted in their industry or practice area? What are typical examples of projects (e.g. case studies) and what is the typical role of a junior researcher? What do you need to know about this industry or practice area to be successful? What are commonly used terms and jargon in this industry or practice area? What are the expectations and desired skill sets for a successful market researcher? and finally, What is a typical career path for a researcher in this industry or practice area?


Summer Session

Total Credits: 4

The summer session begins at the end of May and ends the middle of August. Students complete a paid internship and an online course.

  • 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 861 Directed Internship
  • MKT 861 Analysis Tools

    1 Credits

    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.

August Intensive

Total Credits: 3

The intensive occurs approximately the third week of August. Students complete three credits and have initial meetings related to the fall courses. Housing on campus is provided during this period.

  • MKT 856 New Design and Methods

    3 Credits

    MKT 856 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.

Fall Semester

Total Credits: 6

During fall semester, students take one online course and complete an independent marketing research study. In addition, presentations and written work are evaluated in a communications course. Students must be on campus for two days in the middle of December to present their projects. Therefore, students do not have to be on campus (except August Intensive) during the summer or fall semester. Some students start their full-time job in the summer or fall semesters, some continue on with their summer internship firm, and some take internships with new firms in the fall. Each student is different, and we work with each student’s needs individually.

  • MKT 865 Emerging Topics in Business

    3 Credits

    This is an online course with live sections every alternative week. The focus of this course is to understand the emerging trends in the marketplace, which impact firm strategies in both short term and long term. Social media marketing, Sharing Economy, AI, Customer Engagement, Customer Experience

    View full course description at the Office of the Registrar.

  • MKT 861 Marketing Research Final Projects
  • MKT 891 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.

  • Elective

    1 Credit

    Elective topics include: Text Analytics, Pricing Research, Online Qualitative Research, Mobile Research, Business Development, “R” Statistical Software Methods, Publications Course, Social Listening, Tableau, Conjoint Analysis, and more.

2019 Cohort Profile




Average GMAT

Average Undergraduate GPA

U.S. States Represented

Countries Represented
U.S., China, India, U.K.

Universities Represented
Michigan State University, University of Michigan – Ann Arbor, University of North Carolina – Chapel Hill, University of Illinois – Urbana-Champaign, Panjab University

Undergraduate Majors Represented
Advertising, Business, Economics, Psychology, Human Biology, Marketing, Supply Chain Management

Rolled diplomas stacked together on stage at the MSU Advanced Degree Ceremony in the Breslin Student Events Center.

2018 Outcomes

Job Placement Rate

Mean Summer Internship Hourly Pay

Mean Summer Internship Hourly Pay

Average Starting Salary

Total Average Salary
(Supplier & Client-Side)

Highest Salary (with Bonus)

Highest Salary (with Bonus)

Take action.

Apply to become a part of the next MSMR spring full-time cohort.