Master of Marketing Research

Master of Marketing Research (MMR, MSMR) is a graduate degree program that may be from one to three years in length. Students pursuing this degree study the aspects of research in the field of marketing. Unlike an M.B.A., which is a general business degree, the Master in Marketing Research focuses solely on the aspects of marketing research.

The first Master of Marketing Research was developed by the Terry College of Business, University of Georgia in 1979. Marketing faculty, together with leading marketing research professionals, developed a curriculum that "was designed to develop marketing research professionals of the highest caliber and thereby satisfy a critical need of U.S. business." [1] This was further followed by the MSMR program at The University of Texas at Arlington. Till date these three programs are considered to be the pioneer in the marketing research industry. In 2011 Michigan State University launched a MSMR Program with strong industry support and guidance, and in 2014 began offering an online version of the program.

Generally, a Master in Marketing Research combines classroom work with real-world research opportunities and special projects. Courses stress practical application to real-world marketing research problems, rather than the theoretical application suggested in most bachelor's business degrees.

These degrees give specific instruction on research methodology, variable coding, and database construction and management. Classroom topics might include database management, focus group development, statistics in marketing, and consumer behavior.

The Master in Marketing Research (M.M.R) may also be known as the Master of Science in Marketing Research (M.S.M.R.), Master of Science in Marketing Analytics (M.S.M.A.). Similar in nature to the Master in Market Research is a Master of Business Administration with an emphasis in marketing research. In Europe, the degree is known as Master in Market Research and Consumer Behavior at IE University/IE Business School and as Master of Marketing Analysis at Ghent University. In Canada, the degree is known as Master of Business-Marketing/Analysis. In Australia, the degree is known as Master of Business in Marketing Research (M.B.M.R.) at Edith Cowan University, and as Master of Marketing (M.Mrkt.) at the University of Tasmania.

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