Marketing Research Masters Degree Program Overviews

Apr 25, 2020

Essential Information

Earning a Master of Science in Marketing Research can prepare students for a career in marketing research or marketing planning, as well as product or brand management. As such, you might build a career within a range of industries or with a government agency.

A bachelor's degree is needed for admissions to a graduate program. The foundational coursework for a Master of Science in Marketing Research degree may best be gained in a preceding Bachelor of Business Administration degree program. Those who do not have such a background may obtain the needed business foundation by taking courses before applying to graduate school or soon after being accepted. The coursework for some programs can be completed in 12 months; more commonly, such programs require about 35 hours of coursework and take two years to complete. Students are required or urged to pursue paid internships with marketing research firms or corporate marketing research departments.

Applicants generally need to furnish scores from the GRE and show proof of their past academic performance, often with a specified, minimum grade-point average (GPA). They may also need to provide recommendations, a resume, and a written statement. Demonstrated computer and leadership skills will be helpful.

Master of Science in Marketing Research

Coursework for this master's degree program focuses on the theory and practice of marketing research, computer/information systems, and management theory. Course topics may also cover:

  • Qualitative research
  • Econometrics
  • Statistical methods of market research
  • Market research techniques and their application
  • Consumer behavior
  • Techniques of qualitative analysis

Employment Outlook and Salary Info

Marketing research analysts received a mean annual wage of $71,570 as of May 2019, according to the BLS - the U.S. Bureau of Labor Statistics ( The BLS also notes that the highest paying industries employing such specialists include other pipeline transportation, aerospace product and parts manufacturing and oil and gas extraction. Jobs for market research analysts are predicted to increase by 20% within the 2018-2028 decade, per the BLS.

The Master of Science in Marketing Research prepares students for marketing or management careers within many industries, or with government agencies. Paid internships with marketing firms or research departments may help individuals choose areas of interest.

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