Masters of Marketing Research Degree Programs

Oct 20, 2021

What to Expect from a Marketing Research Master's Program

Completing a Master in Marketing Research program can prepare students for a career in marketing research or marketing planning as well as product or brand management. As such, students can build a career at a government agency or within a range of industries.

Admissions Requirements for a Marketing Research Master's Program

Applicants to a graduate marketing program must have a bachelor's degree. The foundational coursework for a Master of Science in Marketing Research program may best be gained through a Bachelor of Business Administration degree program. Those who do not have such a background may obtain the necessary 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.


A Master's of Science in Market Research and a Master of Business Administration are two degrees that are applicable for similar professions. An MSMR degree is most likely the better option for those who have just earned a bachelor's degree, while an MBA is generally considered to be a more advanced option. There are a lot of entry-level marketing jobs that one can qualify for with an MSMR, while an MBA program is a more specialized course of study that prepares graduates for leadership positions. Both degrees are valuable; the important thing is to consider your personal educational needs.

Masters in Marketing Research Coursework

Coursework for a Master in Marketing Research program focuses on the theory and practice of marketing research, computer/information systems, and management theory. Course topics may also cover:

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

Employment Outlook and Salary Info

According to the U.S. Bureau of Labor Statistics (BLS), marketing research analysts earned a median annual wage of $63,790 as of May 2019 ( The BLS also notes that the highest-paying industries employing such specialists include aerospace product and parts manufacturing; oil and gas extraction; and other forms of pipeline transportation. Jobs for market research analysts are predicted to increase by 18% within the 2019-2029 decade, as per the BLS.

A Masters of Marketing Research program prepares students for marketing or management careers at government agencies or within a variety of industries. Paid internships with marketing firms or research departments may help individuals choose areas of interest.


How High Does My GPA Need to Be?

Undergraduate GPA requirements for a Master in Marketing Research program vary by university, but they tend to be relatively high. Many institutions require a GPA of 3.0 or higher.

Is Marketing Research a STEM Career?

Although a Master in Marketing Research is technically a Master of Science degree, market research is not considered a science, technology, engineering, and math (STEM) field. It aligns more closely with business jobs along with other marketing and finance positions. Similarly, an undergraduate program, like the Bachelor of Business Administration described above, is also considered a business degree rather than a STEM degree.

Can I Earn an MSMR Degree Online?

Yes. There are several programs offering an MSMR that can be completed entirely online. There are many other programs that are offered on campus or as part of a hybrid (on-site and online) program.

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