MARKETING RESEARCH
Contact: Graduate Program Director
MASTER OF MARKETING RESEARCH
The Master of Marketing Research (MMR) degree is designed to prepare individuals with diverse backgrounds for careers in marketing research and to meet the need of businesses, government, or nonprofit organizations for competent marketing research professionals. The program's goal is to develop professional marketing researchers who: (1) understand business operations, marketing processes, and the complexity and nature of marketing problems; (2) can apply research to help solve management problems, define marketing opportunities, and aid in decision making; (3) can plan, execute, and manage a research project; (4) know marketing research techniques and specialties; (5) can write a cogent, well-organized research report; and (6) can communicate research proposals, results, conclusions, and recommendations clearly and effectively. The MMR graduate will be well prepared to practice marketing research and to make substantial contributions to the marketing research profession.
The curriculum combines course work involving a balance of theoretical studies and applications through projects with emphasis on the role of research and the effectiveness of marketing decisions within organizations. MMR courses stress the development of strong analytical skills through the solution of class-assigned problems and exercises with courses that use projects, cases, and simulations to illustrate the application of these skills. Courses are scheduled in the evenings and on weekends so that students may participate in an internship program on an ongoing basis.
CORPORATE SPONSORED GRADUATE ASSISTANTSHIP/INTERNSHIP PROGRAM
In addition to graduate fellowships and department-based graduate assistantships, the MMR program provides all admitted students with an opportunity of corporate-sponsored internships/assistantships. A number of corporations and marketing research agencies provide funding and opportunity to gain valuable research experience for qualified MMR students. Further information can be obtained from the MMR program director.
ADMISSION
Applicants to the Master of Marketing Research program should complete the following steps: apply for admission to the Graduate School (including providing appropriate support material, e.g., official transcripts); submit to the director of the MMR program an essay articulating effectively the applicant’s career goals as these relate to interest in pursuing the program; and take the Graduate Management Admission Test (GMAT). International students must also earn a minimum score of 550 on the paper-based TOEFL or 213 on the computer-based TOEFL. All applicants are also required to submit three letters of recommendation from individuals who can attest to the applicant’s qualifications and likelihood of successful completion of degree requirements.
Admission to the MMR program is highly selective and competitive. The program director, in consultation with marketing faculty, decides who will be admitted based on a balanced appraisal of each component of the applicant’s credentials. As a general rule, strong undergraduate performance (high grade point average), above average GMAT scores (including Verbal, Quantitative, and Analytical Writing components), and an intense interest in pursuing a career in marketing research are essential prerequisites for admission to the MMR program. Applicants who are denied admission may request a review of their credentials by the MMR Admissions Review and Retention Committee which makes its recommendation to the program director. The decision of the program director is final. Applicants who hold a PhD or equivalent in a recognized field from an accredited university need not submit a GMAT score.
Successful completion of the MMR program requires that the candidate have excellent written and oral communication skills and an aptitude for analyzing complex problems. Weaknesses in communication and computer skills, or statistics should be corrected through remedial or self-study courses prior to seeking admission to the program. Students are expected to enter the program with competencies in computer software and statistics. Students without this background in statistics will be required to complete MS 502/251, Statistical Analysis for Business Decisions, or its equivalent. Completion of this course will not earn academic credit in the MMR program.
PROGRAM OF STUDY
Students pursuing the MMR degree must complete a minimum of 30 semester hours beyond the foundation course requirements. Foundation courses are designed to remove deficiencies in the student's background with respect to the foundation areas in business. A maximum of 24 hours of course work must be taken to meet the common body of knowledge requirements for graduate study in marketing research. The foundation courses are ACCT 501, ACCT 502, FIN 513, MGMT 514, CMIS 515, MKTG 516, ECON 528, and PAPA 420 or the equivalent. Foundation courses may be waived by transcript evaluation or proficiency examination. (See the section in this chapter on the MBA program of study for details on obtaining waivers.)
Students are expected to enter the program with competencies in general mathematics (linear algebra, decision theory, integral and differential calculus), computer software, and statistics. Students without such a background are required to complete necessary courses. Completion of these courses will not earn credit in the MMR program.
Program courses (15 hours): MKTG 530, 544, 546, 548, 550 or 589.
Elective courses (15 hours): taken from the following:
MKTG 476, 478, 540, 541, 560, 561, 562, 595, STAT 487, 583, 589.
Other business electives consistent with the program’s goals and student’s career objectives may be taken with approval from the program director. Only 3 hours of 400-level course work may be used to satisfy MMR degree requirements.
EXIT REQUIREMENTS
In addition to completing the required coursework, students must also satisfy a comprehensive examination requirement. To satisfy this requirement, the student must earn a grade of B or above in MKTG 550. Students who earn a grade below B will be given a second opportunity to complete the course in a satisfactory manner. Performance of individuals who fail to earn a B or above in the second attempt will be reviewed by two additional members of the marketing faculty who may recommend that the student be dropped from the program or, in rare instances, be permitted a third attempt to earn a grade of B or above under another instructor.
Under unusual circumstances with the approval of the program director, a student may elect to complete a marketing research project in lieu of MKTG 550 by registering for MKTG 589 (3 to 6 hours). This course, in which the student designs and completes a marketing research project, is an integrated experience and will ordinarily be the last course taken. The research proposal must be approved by the program director and the student's advisory committee. The advisory committee shall consist of three faculty members. The chair of the committee and at least one member must be from marketing.. Upon completion of the marketing research project, the written report must be in a form suitable for presentation to the management of the participating organization and must be defended orally before the student's advisory committee.