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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.

Students in the spring full-time cohort will begin in the spring semester 2021 (January) and graduate after the fall semester in 2021, during the December ceremony.

The deadline to apply for the spring 2021 cohort is October 1, 2020.

International Students

While post-graduation jobs for international students in the U.S. are limited, students will be eligible for a 12-month Optional Practical Training visa, allowing them to work in the U.S. for 12 months following graduation.

 

Students will spend the spring semester and May Intensive on campus. For summer semester, students will have the option to participate in a team-based capstone project or work a full-time internship or job until they graduate (can be out-of-state). Summer and fall courses are held online so students can continue to work in an internship or full time job while completing the program.

Program Curriculum

Spring Semester

Courses held during the spring-semester are in-person. Total Credits: 16

  • 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 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 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 Client/Supplier 1

    1 Credit

    Developed to supplement the teaching of core marketing research disciplines with on-the-job perspectives from leading industry guest-lecturers through a series of on-campus seminars. Presentations are designed to give students a solid understanding of the leadership issues currently facing the research industry, and the nuances of conducting research in major industry practices and sectors.

     

  • MKT 867 Sampling and 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 891 Consulting in Marketing Research
  • MKT 891 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.

  • 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.

May Intensive

These courses are held in-person, Total Credits: 5. The intensive occurs after the spring semester ends and takes place in mid-late May.

  • 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 861 Client/Supplier 2

    1 Credit

    Developed to supplement the teaching of core marketing research disciplines with on-the-job perspectives from leading industry guest-lecturers through a series of on-campus seminars. Presentations are designed to give students a solid understanding of the leadership issues currently facing the research industry, and the nuances of conducting research in major industry practices and sectors.

     

  • MKT 861 Qualitative Research

    1 Credit

    Introduction to traditional qualitative research with a particular emphasis on moderator guide design, and approaches to recruiting and conducting a focus group or in-depth interview.

Summer Semester (online)

Summer courses are held online. The summer session begins at the end of May and runs until the middle of August. Total Credits: 4.

Students have the option to work full-time in an internship or full-time job starting in late may until they graduate OR they can participate in a team-based capstone experience working on a real marketing research project for a real organization.

Students with the internship/job will only need to return to campus for final presentations/graduation mid-December.

International students only: To adhere to visa requirements (CPT), international students are only allowed to work full-time in an internship over the summer until post graduation, or they may participate in summer corporate projects.

  • 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 856 Directed Internship

    1 Credits

    Practical application of skills in a structured 3-4 month on-site agency or client work experience.

    Note: Students can work in an internship or full-time job to satisfy this requirement. Students can alternatively participate in corporate summer projects if they elect to remain on campus.

  • 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.

Fall Semester (online)

Courses during the fall-semester are held online, allowing students to work full-time internship and job positions. Total Credits: 9

Since students are not required to be on campus during the summer or fall semester (except August Intensive), some students start full-time positions in the summer/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 work with each student’s needs individually.

International students only: To adhere to visa requirements (CPT), international students are only allowed to work part-time during the fall semester until post graduation when OPT time can be used.

  • 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 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 856 Marketing Research Final Projects

    2 Credits

    Partnership with a company in the design and execution of a research project. Focuses on independently demonstrating the management of a study end-to-end including all aspects of the marketing research process.

  • MKT 891 Elective

    1 Credit

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

Electives Available

MSMR students may take these courses at no extra cost, all electives are taught 100% online.

  • 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 861 Online Qualitative Research for MR

    1 Credit

    Builds upon MKT 861, Introduction to Qualitative Research, by delving particularly into conducting qualitative research in an online setting. Focuses on selecting online tools, developing discussion guides, managing chatgroups and bulletin boards, and preparing topline reports.

  • MKT 891 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 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 R Statistical Methods

    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 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.

2019 Cohort Profile

31
Students

68%
Female

32%
Male

630
Average GMAT

3.67
Average Undergraduate GPA

4
U.S. States Represented
MI, IN, NC, OH

4
Countries Represented
U.S., China, India, U.K.

5
Universities Represented
Michigan State University, University of Michigan – Ann Arbor, University of North Carolina – Chapel Hill, University of Illinois – Urbana-Champaign, Panjab University

7
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.

Take action.

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