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Graduate Catalog 2014-15

MARKETING RESEARCH

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Contact: Graduate Program Director

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Application Deadlines:
For domestic classified status, the deadline is approximately a month before the start of classes (Definite dates are on the application itself). International students, please see the FAQs #16 for your deadline. NOTE: If you are a new graduate student and you intend to apply for a Competitive Graduate Award (CGA), the deadline for having all of your application materials turned in moves up to January 15th. If you apply for the CGA but your SIUE application is incomplete, your application for the Competitive Graduate Award will be removed from consideration.

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. All MMR internships carry a monthly stipend and a complete tuition waiver. 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 or 80 on the internet-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.

Students are expected to enter the program with competencies in statistics and statistical software and business fundamentals. Admitted students who lack these competencies may satisfy the requirements in the following manner:

  1. Statistics and Statistical Software: students without a background in statistics and statistical software will be required to complete: (a) MS 251 (Statistical Analysis for Business Decisions) or its equivalent, and (b) PAPA 412/420 (Quantitative Analysis) or its equivalent. Based on the evidence provided by the student, this requirement may be waived by the program director. Completion of these courses will not earn academic credit in the MMR program.
  2. Business fundamentals: students without a background in business fundamentals will be required to take 3 business courses to meet the business fundamentals requirements for graduate study in marketing research. These courses must include: (a) MKTG 525 (Marketing Analysis and Applications for Managerial Decision making) and (b) two of the following: MBA 522, MGA 523, ACCT 524, CMIS 526, FIN 527, ECON 528, PROD 529 or the equivalent. The final selection of these courses must be decided in consultation with the program director. Based on the evidence provided by the student, this requirement may be waived by the program director.

PROGRAM OF STUDY

Students pursuing the MMR degree must complete a minimum of 30 semester hours beyond the business fundamentals and statistics competencies.

Program courses (21 hours): MKTG 530, 540, 541, 544, 546, 548, 550.

Elective courses (9 hours): taken from the following:

MKTG 532, 534, 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 as outlined in MKTG 550. 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. Upon completion of the marketing research project, the written report must be in a form suitable for presentation. It must be defended orally before the participating organization, faculty, and MMR students. 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.

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