Marketing - Graduate Programs

Objective: Master of Science in Marketing Research

The objective of the Master of Science in Marketing Research (MSMR) is to prepare students for successful careers in marketing research, marketing planning, product or brand management, and related fields. The program is project oriented; many of the required advanced courses conduct client projects as a part of the course requirements. The projects are team-based; class members work in teams to accomplish project objectives.

Assistantships

Graduate Teaching Assistantships may be offered to students who have been accepted in the program. The Marketing Department will request and evaluate the applications and make the selection of applicants for the positions based on departmental needs and university requirements. Graduate Research Assistantships may be offered on an as needed basis. When GRA positions are available, the Marketing faculty involved in the project will solicit applications from students who have been admitted to the program. The applicants will be evaluated by the appropriate faculty.

Scholarships

Students who have been accepted into the program are encouraged to pursue scholarship opportunities within the College of Business and the university.

Scholarship funds from the member firms of the MSMR Advisory Board and the MSMR Alumni Association may be available to support students who have been accepted into the program and are enrolled full-time and in good standing with the University.

Students are advised that scholarship opportunities are available. A faculty committee and, if appropriate, MSMR alumni select recipients based on a rank ordering of eligible students

Accreditation

The Master of Science in Marketing Research degree is accredited by the AACSB International - The Association to Advance Collegiate Schools of Business.

Master of Science in Marketing Research

Admissions

Admission to the Master of Science in Marketing Research (MSMR)  program is based on completion of the general admission requirements of  Graduate Admissions. For MSMR program admission a score on the Graduate Management Admission Test (GMAT) or the Graduate Record Examination (GRE) and the official record of undergraduate (and post-graduate, if applicable) are required. The GMAT is preferred.

Applicants for whom English is not their native language must also present official results of the Test of English as a Foreign Language (TOEFL), TOEFL iBT, Test of Spoken English (TSE) or International English Language Testing System (IELTS). The MSMR program’s objective is to have all applicants qualified to be either Graduate Teaching Assistants (GTA) or Graduate Research Assistants. (GRA).

A standardized test score (GMAT or GRE) will not be used as the sole criterion for determining an applicant’s admission to the MSMR program. The admission decision is made based on the totality of information listed below:

  1. An undergraduate grade point average (GPA) greater than 3.25 on a 4-point scale (as calculated by Graduate Admissions) is indicative of an applicant who is likely to be successful in the program. The GPA calculated by the Graduate School is based on the last 60 hours of the undergraduate program. A graduate GPA is used when it is 3.0 or above and based on at least 24 hours.
  2. Either the GMAT or the GRE will be considered for the admission decision. On both the GMAT and GRE, both quantitative and verbal component percentiles above the 50th percentile are indicative of an applicant who can be successful in the program. A GMAT combined score of 580 or above is indicative of an applicant who is likely to be successful in the program. There is no commonly accepted conversion from GRE to GMAT for combined scores. The algorithm provided by the Educational Testing Service (ETS) is used to estimate the likely GMAT combined score for student who have submitted GRE score to be considered for admission. The midpoint of the confidence interval is assumed to be an estimator for a likely GMAT combined score. The results from 1 and 2 above are combined to create an index. The index is created by multiplying the GPA by 200 and adding the GMAT combined score (or the estimate based on GRE scores.) An index score of 1200 or greater is indicative of an applicant who is likely to be successful in the program.
  3. International applicants must submit official scores of measures designed to demonstrate English language proficiency. English language proficiency is indicative of an applicant who is likely to be successful in the program. The MSMR program’s objective is to have all students qualified to be able to perform as Graduate Teaching Assistants and/or Graduate Research Assistants. The MSMR program requires a minimum of 550 on the paper-based TOEFL, a score of at least 213 on the computer-based TOEFL, a minimum score of 40 on the TSE, a minimum score of 6.5 on the IELTS, or a minimum TOEFL iBT total score of 79 with section scores of at least 22 for the writing section, 23 for the speaking section, 20 for the reading section, and 16 for the listening section. International students who do not meet program requirements may be asked to provide additional information to demonstrate English language proficiency.
  4. Grades in specific undergraduate business and non-business courses (math, accounting, economics, statistics, for example).
  5. Educational objectives and passion for marketing research, as well as quality of written expression of the 200 word application essay or the personal statement.
  6. Letters of recommendation from three persons familiar with the applicant’s work ethic as evidenced in academic background or work experience.
  7. A personal interview in person or by telephone.
  8. General and specific program accreditation status of degree-granting institution.
  9. Professional work experience.
  10. Professional certification or licensure.

UNCONDITIONAL ADMISSION

To be considered for Unconditional Admission, the applicant’s index score should be 1200 or higher, and items 3 through 10 above should be indicative of strong potential to be successful in this program.

Probationary Admission

For an applicant with an index score below 1200, probationary admission may be available when items of 1 through 10 above strongly indicate potential for successful academic performance as an MSMR student. When GMAT Verbal or Quantitative percentiles are below the 50th percentile, probationary admission may be available. For applicants submitting the GRE as part of the application for admission, when GRE verbal or Quantitative percentiles are below the 50th percentile, probationary admission may be available. Students admitted on probationary status for low verbal or quantitative percentiles must satisfactorily complete one or more English and/or math courses in the first two semesters as specified by the Graduate Advisor.  Probationary admission requires the student to maintain a 3.00 grade point average for the first two semesters of enrollment. Additionally the student may be required to take deficiency courses.

Provisional Admission

A provisional decision to admit an applicant may be granted when the applicant meets the criteria for unconditional or probationary admission but one or more applicant credentials are missing from the applicant file.

Admission Denial

If an applicant’s record does not provide sufficient evidence of likelihood of being successful in the program following careful review of all available information, admission will be denied.

MSMR Degree Requirements

The MSMR program consists of 36 semester hours of advanced courses.  The program is open to all applicants with at least a bachelor's degree, but is particularly well-suited for those with an undergraduate degree in one of the following areas:

  • Behavioral Sciences (Anthropology / Psychology / Sociology)
  • Business (Accounting / Economics / Finance / Management)
  • Computer Science / Data Science / Information Systems
  • Marketing / Marketing Research
  • Mathematics / Statistics

All MSMR students will complete a one week Boot Camp, designed to provide basic knowledge of the following business areas:

  • Accounting
  • Economic Analysis
  • Marketing
  • Management

The MSMR curriculum consists of the following courses.

Advanced Courses (Nine Courses Required)27
ADVANCED STATISTICAL METHODS
RESEARCH FOR MARKETING DECISIONS
QUALITATIVE RESEARCH
MARKETING STRATEGY
ADVANCED TOPICS IN MARKETING RESEARCH I
ADVANCED RESEARCH ANALYSIS I
MARKETING RESEARCH INTERNSHIP I
ADVANCED RESEARCH ANALYSIS II
MARKETING RESEARCH INTERNSHIP II
Elective Courses (Three Courses Required)9
BUYER BEHAVIOR
PRODUCT MANAGEMENT
SERVICES MARKETING MANAGEMENT
MARKETING INFORMATION MANAGEMENT
ADVANCED TOPICS IN MARKETING RESEARCH II
APPLIED BUSINESS AND ECONOMICS DATA ANALYSIS I
BUSINESS & ECONOMIC FORECASTING
APPLIED TIME SERIES
APPLIED DATABASE MANAGEMENT
DATA WAREHOUSING AND BUSINESS INTELLIGENCE
PRINCIPLES OF BUSINESS DATA MINING
WEB AND SOCIAL ANALYTICS
INNOVATION, CREATIVITY, AND ENTREPRENEURSHIP
ORGANIZATION CONSULTING & RESEARCH
ENTREPRENEURSHIP
Total Hours36

Marketing Research Internship

The Marketing Research Internships (MARK 5396 MARKETING RESEARCH INTERNSHIP I and MARK 5397 MARKETING RESEARCH INTERNSHIP II) represent an integrative component of the MSMR program.  Although the program has built relationships with some companies, MSMR students are ultimately responsible for developing the relationships necessary to secure their internships.

All internship opportunities must meet criteria established to ensure that the experience will provide students with the opportunity to apply the research skills they have developed in the MSMR curriculum.  The MSMR intern must…

  • Be working on marketing research projects

  • Have some managerial input into the project

  • Be supervised by a professional with a background in marketing research

  • Complete a minimum of 240 hours (six weeks full-time, 12 weeks part-time).

    • A typical internship tracks with the semester schedule (fall, spring, summer).

    • Some opportunities may require a more lengthy commitment from the student.

All internship opportunities must be approved by the MSMR Director in advance and all internship activities must be reviewed and assessed by the MSMR Director at the close of the appointment.

Admission and Degree Requirements

Please see the Ph.D.in Business Administration section of this catalog for admission and degree requirements for the Ph.D.in Business Administration (Marketing emphasis)