Master of Marketing Research

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Master of Marketing Research (MMR,MSMR, MRCB) 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 Market Research focuses solely on the aspects of marketing research.


The first Master of Marketing Research was developed by the Terry College of Business 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]

Master in Market Research degree[edit]

Generally, a Master in Market 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.

Also known as[edit]

The Master in Market Research may also be known as the Master of Science in Marketing Research (M.S.M.R., Master of Science in Marketing Analysis (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.

Recent trends affecting market research education[edit]

Job Specialization. There is evidence that modern professional jobs are rapidly being disaggregated[1] and becoming increasingly specialized.[2] 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.[3] 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"[4] 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.

Schools offering Masters in Market Research (or equivalent)[edit]




North America[edit]

See also[edit]


  1. ^ Manyika, James; Lund, Auguste, Mendonca, Welsh, Ramaswamy (June 2011). "An economy that works: Job creation and America's future". McKinsey Global Institute Report. 
  2. ^ Malone, Thomas W.; Laubacher, Robert J and Johns, Tammy (July–August 2011). "The age of hyperspecialization". Harvard Business Review: 56–65. 
  3. ^ "United States Bureau of Labor Statistics: Occupational Outlook Handbook 2010-2011 Edition". Retrieved 18 September 2011. 
  4. ^ LaValle, Steve; Lesser, Shockley, Hopkins, Kruschwitz (December 2010). "Big Data, Analytics and the Path From Insights to Value". Sloan Management Review. 

External links[edit]