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.
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.
Collection and analysis of marketing research data for marketing decision making. Focuses on marketing research methods for data collection and introductory data analysis.
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.
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
Experimental design, survey/questionnaire design, sampling and data collection in marketing.
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.
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.
The intensive occurs approximately the middle two weeks in May.
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.
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?
The summer session begins at the end of May and ends the middle of August. Students complete a paid internship and an online course.
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.
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.
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 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.
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.
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
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 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.
This course is designed to provide a deep dive on mobile research. Topics include: the History of MR Technology; Mobile Research Defined, State of the art of mobile research – what mobile can do, basics of mobile research technology, more advanced capabilities, and different major suppliers and what they offer; Applications and implementation – mobile MR enabling new and different consumer information through specific uses, “best” fit use cases, where mobile MR does not offer superior results; Creating mobile surveys; The Mobile MR project cycle – special considerations for creating and fielding a mobile-specific project, especially for results that mobile enables (e.g., photos and videos incorporated into data sets, potential biases during data collection, limits of respondent attention and cooperation, etc.); Trends and directions in mobile research.
Research buyers are increasingly considering online qualitative research, either alone or in conjunction with traditional in-person approaches to save time, eliminate geographic restrictions, and foster more candid feedback from respondents. Get hands-on experience with a real marketing research study in this exclusive 10-week course. Learn how to prepare an accurate proposal, recruit the right people, write a strategic discussion guide, manage multiple interviews, and summarize the findings for a client presentation. Each lesson includes step-by-step instructions and practical tips from real research case studies.
Social Media has fundamentally changed the way customers interact with brands and vice-versa. Instead of waiting on hold, sending email to an inbox, or filing a complaint, customers can vent frustration, satisfaction and more directly to brands in a very public way. They expect an immediate response through social media, and companies need to understand how to engage with those customers. At the same time, brands can capture data and business intelligence like never before from social media, to be used for market research, customer service, campaign performance, persona mapping and more.
Social Listening for Market Research will expose students to thinking about how companies develop their Social Listening programs to align with the broader Social Media Strategy and overall business goals. Students will learn how companies structure their Social Listening Teams to meet those goals. We will learn to set up keyword strings in actual listening platforms to better understand customers and learn how to visualize the data for actionable insights. Along the way, we’ll look at real-life social listening examples, successes, and failures.
This Course explores the understanding and application of Business Development principles within the context of insightful decision making in today’s business environment. This Course focuses on the application of these principles in the environment of complex business-to-business selling situations typically experienced in the field of marketing research. This Course is designed to help you…
1. Gain an understanding of key Business Development concepts.
2. Explore proven constructs and models for implementing best practices in these disciplines.
3. Develop skills at reviewing company situations and applying business development models for optimal sales performance.
4. Experience the sharing of anecdotal sales successes and best practices by proven leaders in marketing research business development.
5. Receive several opportunities to apply your knowledge through developing, presenting and defending your own recommendations.
This one credit course will cover the basics of programming in R, including coding custom functions, simulating results, utilizing logical statements, writing loops, data manipulation, and basic statistical analysis. In particular, we will learn the following:
When developing and launching a new product or service, firms must know what critical attributes (e.g., price, features, benefits, etc.) are needed to meet their consumers’ needs. However, rapid changes in consumer behaviors and preferences, as well as the firm’s desire to reduce development and launch costs, pose a threat to marketing managers’ success. Conjoint analysis, one of the most popular quantitative market research methods in practice, is used for measuring the value the market places on product and service attributes and predicts the value of any combination of offerings. This research method aids marketing managers in effective and efficient managerial decision-making. To enhance your managerial decision-making, you will gain an understanding of various types of conjoint analysis techniques and practice designing, conducting, analyzing, and interpreting conjoint analysis studies.
Apply to become a part of the next MSMR spring full-time cohort.