Master of Marketing Research (MMR, MSMR) is a graduate degree program that may be from one to three years in length. Students pursuing this degree study the aspects of research in the field of marketing. Unlike an M.B.A., which is a general business degree, the Master in Marketing Research focuses solely on the aspects of marketing research.
History
The first Master of Marketing Research was developed by the Terry College of Business, University of Georgia in 1979. Marketing faculty, together with leading marketing research professionals, developed a curriculum that "was designed to develop marketing research professionals of the highest caliber and thereby satisfy a critical need of U.S. business." [1] University of Georgia was then followed by MMR program at Southern Illinois University Edwardsville [2], which started in 1986. This was further followed by the MSMR program at The University of Texas at Arlington. Till date these three programs are considered to be the pioneer in the marketing research industry. In 2011 Michigan State University launched a MSMR Program with strong industry support and guidance, and in 2014 began offering an online version of the program.
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Master in Marketing Research degree
Generally, a Master in Marketing Research combines classroom work with real-world research opportunities and special projects. Courses stress practical application to real-world marketing research problems, rather than the theoretical application suggested in most bachelor's business degrees.
These degrees give specific instruction on research methodology, variable coding, and database construction and management. Classroom topics might include database management, focus group development, statistics in marketing, and consumer behavior.
Different Program Titles
The Master in Marketing Research (M.M.R) may also be known as the Master of Science in Marketing Research (M.S.M.R.), Master of Science in Marketing Analytics (M.S.M.A.). Similar in nature to the Master in Market Research is a Master of Business Administration with an emphasis in marketing research. In Europe, the degree is known as Master in Market Research and Consumer Behavior at IE University/IE Business School and as Master of Marketing Analysis at Ghent University. In Canada, the degree is known as Master of Business-Marketing/Analysis. In Australia, the degree is known as Master of Business in Marketing Research (M.B.M.R.) at Edith Cowan University, and as Master of Marketing (M.Mrkt.) at the University of Tasmania.
Curriculum
The curriculum of any Marketing Research program requires a student to complete the required prerequisites to accommodate the deficiency for non business background students. After that there are a series of core classes and electives. Some of the programs are lock step method programs following a particular sequence of series of courses lined up one after another. Other programs are open programs giving the students to chance to select their own courses. The courses are mainly divided into two genres qualitative and quantitative
Qualitative
Qualitative research consists of in-depth interviews famously called as IDI's as well as focus group. The qualitative research is mainly focus on cognitive and social psychology effect of marketing research. Understanding the thought process rather than analyzing it is the main priority of qualitative research.
Quantitative
Quantitative research mainly deals with application of bi-variate and multivariate statistics to marketing research. IBM SPSS is mostly widely used tool for data analysis though some companies would prefer to stay with excel and WinCross. Industrial application of statistics is limited to cross tabulations using Chi square estimation, but some companies do use linear and logistic regression analysis. From last few years Conjoint analysis is one the new techniques that has become popular for its application on product bundling and pricing.
Recent trends affecting marketing research education
Job Specialization. There is evidence that modern professional jobs are rapidly being disaggregated and becoming increasingly specialized. While management of the marketing mix will continue to be overseen by generalists broadly trained in business and/or marketing, this trend towards specialization is creating new opportunities for professionals with focal training in the area of market research and the closely related area of consumer behaviour. The current and future job prospects for these market research specialists are highly attractive. For example, in the United States by 2018 jobs in Market and Survey Research are expected to grow to 350,500 as compared to 197,500 jobs for Marketing Managers, 43,900 jobs for Advertising and Promotion Managers and 64,100 jobs for Public Relations Managers. These two trends--specialization of professional jobs, and high demand in the labor market for market research specialists--suggest an increasing importance for post-graduate training designed to provide a gateway for university graduates seeking to pursue careers in the areas of market research and consumer behavior.
Consumer Behavior Research by behavioral and neural scientists continue to make large contributions to our understanding of human decision making, and their findings are exerting a strong influence on the nature of marketing and market research. As companies struggle in a new world of "big data" and social media such as Twitter and Facebook, companies are facing increasing challenges in collecting, analyzing and interpreting this data to better understand their customers. This suggests that consumer behavior and Customer insight will likely play an increasing role in the work of market researchers.
Careers in marketing research
Careers in marketing research are divided mainly into two types supplier organization and client organization. Supplier side jobs are purely consulting jobs which are very similar in nature with management consulting jobs. Nielsen Corporation formerly known as AC Nielsen is the biggest supplier in the business followed by Maritz, LLC, GFK etc.
Supplier organization is multiple domain organization where MR graduates focus on multiple domains of industry. Depending upon the client requirements research is designed and executed. Most of the MR graduates work as statistician, analyst, account executive, field work director etc. Supplier organization work in similar nature to that of management consulting.
Client organization single domain organization where MR graduate focuses completely on a single domain of industry. The various organizations which recruit MR graduates are in the domain of telecom, food processing, aviation, retail chain, media etc. The positions for which they recruit are director, assistant research director, senior analyst, analyst etc. Many supplier side consultants seek full-time employment with the clients they advise during their tenure in the supplier organization.
Job & Placements Scenarios
With the increase in demand of marketing researchers there has been a surge in number of jobs available in research. Increasing number of suppliers have also increased the number of positions available in market. Most placements take place through alumni networks which benefits the graduate candidates to secure job before graduation. Most companies do recruit US citizens, but very few recruit international candidate due to visa sponsorship conditions. Other reasons would be qualitative work in research and abundance of available resources for recruitment. [3] International candidate is required to evaluate all criteria's and information before embarking on tenure for the graduate program. Prospective international candidates should take the initiative to talk to program director regarding international student placement before enrolling into the program. A list of number of international students enrollments and international students placements would be helpful to evaluate the strength of the program.
Certifications
Professional Certified Marketer (PCM)
Professional Certified Marketer (PCM) is a certification offered by American Marketing Association (AMA) [4]. AMA is an American organization based in Chicago, Illinois. It is considered as a credential which symbolizes mastery of marketing knowledge and commitment to quality in the practice of marketing. The certification requires a candidate to pass comprehensive exam. The certification is required to be renewed every three years through continuing education.
Professional Researcher Certification (PRC)
Professional Researcher Certification (PRC) is a certification offered by Marketing Research Association (MRA) [5]. MRA is an American organization based in Washington, DC. It tests a candidate's knowledge of current marketing research practices and understanding of marketing research issues. The certification requires a candidate to pass 100 multiple-choice and true/false questions exam. The certification is required to be renewed every two years through continuing education.
Certified Financial Marketing Professional (CFMP)
Certified Financial Marketing Professional (CFMP) is a certification offered by American Bankers Association (ABA) [6]. ABA is an American organization based in Washington, DC. This certification is a specialized certification for marketing professionals working in financial service industry.
Certified Marketing Management Professional (CMMP)
Certified Marketing Management Professional (CMMP) is a certification offered by International Institute of Marketing Professional (IIMP) [7]. IIMP is a Canadian organization based in Toronto, Ontario. There are four designations or four different certifications: Associate CMMP, Manager CMMP, Executive CMMP, and Chartered CMMP. These four designations have different eligibility to qualify. There is a four-step process to get certification which includes passing an exam as well as practical marketing experience.
Four Big Programs of the US
The University of Georgia: MMR Program
Started in 1979, MMR program at University of Georgia is the first marketing research program in the US. From the last 30 years it is considered the best program among the big four and the pioneer in the original first three which include Southern Illinois University and University of Texas at Arlington. It has an 11-month cohort program which starts every summer (June) and ends in May. A total of 39 credit hours are required to complete the program. Being a cohort program it has a lock-step sequence of courses which are enrolled by the whole incoming class at the same time because of which the incoming class starts and graduates at the same time. Till date the program has a record of 100% placement for both domestic (US) and international students. Funding is provided in two forms: graduate assistantships, which include a full tuition waiver and monthly stipend, and out-of-state tuition waivers. The program accepts both GMAT and GRE score, and the class size is restricted to 30. University of Georgia is one of the only two Tier 1 universities to conduct the program.
Southern Illinois University Edwardsville: MMR Program
MMR program at Southern Illinois University Edwardsville was founded in 1986. The program has strong connections with corporations in the Midwest with major presence in St. Louis area. The program is one of the original first three. It has a 24-month cohort program which has a lock-step sequence of courses but has multiple choices of electives. The program has strong funding background with all students funded in one of two ways. Students are fully funded with graduate assistantships which contain full tuition waiver and monthly stipend, or students are placed as interns for a semester-long internship which pays off the full tuition and a stipend. Most graduate assistants work as an intern with a company in the local St. Louis. The internship model suits domestic students pretty well as most internships are converted into full-time opportunities. International students also do the internships but they have to look out for other opportunities for full-time placements, it is very rare that international students are recruited by the local intern companies. Till date the program has a record of 100% placement for domestic students (US), but has mixed reviews when placing international students.
The University of Texas at Arlington: MSMR Program
MSMR program at The University of Texas at Arlington was founded in 1990. The program has strong connections with corporations in the Southwest with major presence in Dallas-Fort Worth area. The program is one of the original first three. It has a 24-month cohort program which has a flexible sequence of courses with multiple choices of electives. Each candidate is given an option to select courses as per his requirement. The program has reserved funding for MSMR students; funding includes graduate teaching assistantships which cover only out-of-state tuition and pay a monthly stipend. Till date the program has a record of 100% placement for domestic (US citizens) students. International student placement report is not disclosed. UTA department of marketing also has an doctoral program in marketing which helps a MSMR student to continue into PhD after completion of his MSMR.
Michigan State University: MSMR Program
Founded in 2011, the MSMR program at Michigan State University is the only program in big four which has dual format. The full-time program is a 12-month program with required internship, while as the online program is a 19-month program. Also, Michigan State University is the only other university in big four to be of Tier 1 status. There are no scholarships (funding) for students for this program and this information is provided in the FAQ section of the program. Also, the full-time program has a spring entry (January) and not fall compared to other programs.
Schools offering Masters in Marketing Research (or equivalent)
Europe
- Aston University - Birmingham, England, MSc in Marketing Research & Consultancy
- Ghent University - Ghent, Belgium, Master of Marketing Analysis
- IE University / IE Business School, Madrid, Spain, MRCB Program
- Tilburg University - Tilburg, Netherlands, Master in Marketing Research
- James I University - Castellón de la Plana, Spain, Master in Marketing & Market Research
- University of Edinburgh - Edinburgh, UK, MSc in Marketing and Business Analysis
- University of Barcelona - Barcelona, Spain, Master in Marketing & Market Research
USA: Marketing Research Programs (MMR & MSMR)
- Southern Illinois University Edwardsville- Edwardsville, Illinois, MMR
- Michigan State University- East Lansing, Michigan, MSMR
- University of Georgia - Athens, Georgia, MMR
- The University of Texas at Arlington - Arlington, Texas, MSMR
- Hofstra University - Hempstead, New York, MSMR
- Temple University - Philadelphia, Pennsylvania, MSMR
- Pacific Lutheran University - Tacoma, Washington, MSMR
USA: Marketing/ Customer Analytics Programs
- Bentley University, Waltham, Massachusetts, MS in Marketing Analytics
- DePaul University - Chicago, Illinois, MS in Marketing Analysis
- University of Maryland -College Park, Maryland, MS in Marketing Analytics
- Illinois Institute of Technology -Chicago, Illinois, MS Marketing Analytics and Communication
- Pace University -New York City, New York, MS Customer Intelligence Analytics
- Washington University in St. Louis -St. Louis, Missouri, MS Customer Analytics
- Fordham University -New York City, New York, MS Marketing Intelligence
- University of Rochester -Rochester, New York, MS Marketing Analytics
- Aurora University -Aurora, Illinois, MS Digital Marketing & Analytics
- Michigan State University- East Lansing, Michigan, MS Business Analytics
- Southern New Hampshire University -Manchester, New Hampshire, MS Marketing Research & Analytics (Online)
USA: MBA with concentration Marketing Research/ Intelligence/ Analytics Programs
- University of Wisconsin- Madison, Wisconsin, MBA in Marketing Research
- University of Texas- Austin, Texas, MBA in Marketing Analytics & Consulting
- Rutgers- Newark, New Jersey, MBA in Marketing Research Insights & Analytics
- Rochester Institute of Technology- Rochester, New York, MBA in Marketing Research
- University of Connecticut- Storrs, Connecticut, MBA in Marketing Intelligence/ Research
USA: Special Graduate Programs Related to Marketing Research
- Cuny Baruch College- New York City, New York, MS in Marketing with Concentration Marketing Research and Analytics
- University of Connecticut- Storrs, Connecticut, MA in Survey Research (Online)
- University of Nebraska- Lincoln, Nebraska, MS in Survey Research & Methodology
- University of Michigan- Ann Arbor, Michigan, MS in Survey Methodology
- University of Maryland- College Park, Maryland, MS in Survey Methodology
- The University of Texas at Dallas- Dallas, Texas,MS in Marketing with Concentration Marketing Analytics & Market Research
Canada
- University of Guelph- Ontario, Canada, MS in Marketing & Consumer Studies
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