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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.

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

Program Curriculum

Spring Semester

Courses are in-person for this semester, 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 Qualitative Research

    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 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 890 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 approximately the middle two weeks in 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 856 Research in Practice and Client Research

    2 Credits

    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.

     

Summer Semester

Summer courses are online, Total Credits: 4.

The summer session begins at the end of May and ends the middle of August. Students can work full-time in an internship or full-time job starting in late May and continue until they graduate. Students will only need to return to campus for the August Intensive and for final presentations/graduation in 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 861 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 891 Elective

    1 Credit

    Elective Options Include: Mobile Research for MR, Business Development, Statistics with R, Online Qualitative Research, Text Analytics, Analysis Tools, and Social Listening.

August Intensive

This course is held in-person (housing provided for the week), 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

    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.

Fall Semester

Courses are held online, students can work in an internship or full-time job during this 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.

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 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 861 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 861 Data Visualization with Tableau

    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.

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

2018 Outcomes

100%
Job Placement Rate

$27.85
Mean Summer Internship Hourly Pay
(Client-Side)

$20.11
Mean Summer Internship Hourly Pay
(Supplier-Side)

$68,008
Average Starting Salary
(Client-Side)

$63,308
Total Average Salary
(Supplier & Client-Side)

$104,650
Highest Salary (with Bonus)
(Client-Side)

$75,000
Highest Salary (with Bonus)
(Supplier-Side)

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.