Master of Marketing Research
Encyclopedia
Master of Marketing Research (MMR or M.M.R.) is a graduate degree program that may be from one to three years in length. About 75 percent of the fulltime programs can be studied in about one year while part-time Masters in Marketing are studied besides the job and usually need a minimum of two years to be completed. 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 M.M.R. focuses solely on the aspects of marketing research
.
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." http://www.terry.uga.edu/mmr/program/history.php
The M.M.R. gives 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.
with an emphasis in marketing research. 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
. 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
.
There is evidence that modern professional jobs are rapidly being disaggregated and becoming increasingly specialized. While management of the marketing mix will continue to be overseen by generalists broadly trained in business and/or marketing, this trend towards specialization is creating new opportunities for professionals with focal training in the area of market research
and the closely related area of consumer behaviour
. The current and future job prospects for these market research specialists are highly attractive. For example, in the United States by 2018 jobs in Market and Survey Research are expected to grow to 350,500 as compared to 197,500 jobs for Marketing Managers, 43,900 jobs for Advertising and Promotion Managers and 64,100 jobs for Public Relations Managers.. These two trends -- specialization of professional jobs, and high demand in the labor market for market research specialists -- suggest an increasing importance for post-graduate training designed to provide a gateway for university graduates seeking to pursue careers in the areas of market research and consumer behavior.
Consumer Behavior
Research by behavioral and neural scientists continue to make large contributions to our understanding of human decision making, and their findings are exerting a strong influence on the nature of marketing and market research. As companies struggle in a new world of "big data" and social media such as Twitter and Facebook, companies are facing increasing challenges in collecting, analyzing and interpreting this data to better understand their customers. This suggests that consumer behavior and customer insight
will likely play an increasing role in the work of market researchers.
Research
Research can be defined as the scientific search for knowledge, or as any systematic investigation, to establish novel facts, solve new or existing problems, prove new ideas, or develop new theories, usually using a scientific method...
in the field of marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
. Unlike an M.B.A., which is a general business degree, the M.M.R. focuses solely on the aspects of marketing research
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
.
History
The first Master of Marketing Research was developed by the Terry College of BusinessTerry College of Business
The C. Herman and Mary Virginia Terry College of Business is the business school at the University of Georgia in Athens, Georgia. The Terry College is the flagship business school in the state of Georgia and one of 16 schools and colleges at the oldest state-chartered public university in the...
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." http://www.terry.uga.edu/mmr/program/history.php
M.M.R. degree
Generally, the M.M.R. combines classroom work with real-world research opportunities and special projects. M.M.R. courses stress practical application to real-world marketing research problems, rather than the theoretical application suggested in most bachelor's business degrees.The M.M.R. gives specific instruction on research methodology, variable coding, and database construction and management. Classroom topics might include database management
Database
A database is an organized collection of data for one or more purposes, usually in digital form. The data are typically organized to model relevant aspects of reality , in a way that supports processes requiring this information...
, focus group
Focus group
A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging...
development, statistics
Statistics
Statistics is the study of the collection, organization, analysis, and interpretation of data. It deals with all aspects of this, including the planning of data collection in terms of the design of surveys and experiments....
in marketing, and consumer behavior.
Also known as
The M.M.R. degree may also be known as the Master of Science in Marketing Research (M.S.M.R.) or Master of Science in Marketing Analysis (M.S.M.A.). Similar in nature to the M.M.R. is a Master of Business AdministrationMaster of Business Administration
The Master of Business Administration is a :master's degree in business administration, which attracts people from a wide range of academic disciplines. The MBA designation originated in the United States, emerging from the late 19th century as the country industrialized and companies sought out...
with an emphasis in marketing research. 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
Edith Cowan University
Edith Cowan University is located in Perth, Western Australia. It was named after the first woman to be elected to an Australian Parliament, Edith Cowan, and is the only Australian university named after a woman....
, and as Master of Marketing (M.Mrkt.) at the University of Tasmania
University of Tasmania
The University of Tasmania is a medium-sized public Australian university based in Tasmania, Australia. Officially founded on 1 January 1890, it was the fourth university to be established in nineteenth-century Australia...
. 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
Ghent University
Ghent University is a Dutch-speaking public university located in Ghent, Belgium. It is one of the larger Flemish universities, consisting of 32,000 students and 7,100 staff members. The current rector is Paul Van Cauwenberge.It was established in 1817 by King William I of the Netherlands...
.
Recent trends affecting market research education
Job Specialization.There is evidence that modern professional jobs are rapidly being disaggregated and becoming increasingly specialized. While management of the marketing mix will continue to be overseen by generalists broadly trained in business and/or marketing, this trend towards specialization is creating new opportunities for professionals with focal training in the area of market research
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
and the closely related area of consumer behaviour
Consumer behaviour
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups...
. The current and future job prospects for these market research specialists are highly attractive. For example, in the United States by 2018 jobs in Market and Survey Research are expected to grow to 350,500 as compared to 197,500 jobs for Marketing Managers, 43,900 jobs for Advertising and Promotion Managers and 64,100 jobs for Public Relations Managers.. These two trends -- specialization of professional jobs, and high demand in the labor market for market research specialists -- suggest an increasing importance for post-graduate training designed to provide a gateway for university graduates seeking to pursue careers in the areas of market research and consumer behavior.
Consumer Behavior
Research by behavioral and neural scientists continue to make large contributions to our understanding of human decision making, and their findings are exerting a strong influence on the nature of marketing and market research. As companies struggle in a new world of "big data" and social media such as Twitter and Facebook, companies are facing increasing challenges in collecting, analyzing and interpreting this data to better understand their customers. This suggests that consumer behavior and customer insight
Customer insight
Customer Insight is the collection, deployment and interpretation of information that allows a business to acquire, develop and retain their customers.-Analysis:...
will likely play an increasing role in the work of market researchers.
Asia-Pacific
- Edith Cowan UniversityEdith Cowan UniversityEdith Cowan University is located in Perth, Western Australia. It was named after the first woman to be elected to an Australian Parliament, Edith Cowan, and is the only Australian university named after a woman....
- PerthPerth, Western AustraliaPerth is the capital and largest city of the Australian state of Western Australia and the fourth most populous city in Australia. The Perth metropolitan area has an estimated population of almost 1,700,000....
, Western AustraliaWestern AustraliaWestern Australia is a state of Australia, occupying the entire western third of the Australian continent. It is bounded by the Indian Ocean to the north and west, the Great Australian Bight and Indian Ocean to the south, the Northern Territory to the north-east and South Australia to the south-east...
, AustraliaAustraliaAustralia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area... - University of TasmaniaUniversity of TasmaniaThe University of Tasmania is a medium-sized public Australian university based in Tasmania, Australia. Officially founded on 1 January 1890, it was the fourth university to be established in nineteenth-century Australia...
- Hobart, TasmaniaTasmaniaTasmania is an Australian island and state. It is south of the continent, separated by Bass Strait. The state includes the island of Tasmania—the 26th largest island in the world—and the surrounding islands. The state has a population of 507,626 , of whom almost half reside in the greater Hobart...
, AustraliaAustraliaAustralia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
- http://courses.utas.edu.au/portal/page?_pageid=53,32959&_dad=portal&_schema=PORTAL&P_COURSE_CODE=C7F&P_YEAR=2011&P_CONTEXT=NEW
Europe
- Aston UniversityAston UniversityAston University is a "plate glass" campus university situated at Gosta Green, in the city centre of Birmingham, England.Established in 1895 as the Birmingham Municipal Technical School, Aston was granted its Royal Charter as Aston University on 22 April 1966...
- BirminghamBirminghamBirmingham is a city and metropolitan borough in the West Midlands of England. It is the most populous British city outside the capital London, with a population of 1,036,900 , and lies at the heart of the West Midlands conurbation, the second most populous urban area in the United Kingdom with a...
, West MidlandsWest Midlands (county)The West Midlands is a metropolitan county in western central England with a 2009 estimated population of 2,638,700. It came into existence as a metropolitan county in 1974 after the passage of the Local Government Act 1972, formed from parts of Staffordshire, Worcestershire and Warwickshire. The...
, EnglandEnglandEngland is a country that is part of the United Kingdom. It shares land borders with Scotland to the north and Wales to the west; the Irish Sea is to the north west, the Celtic Sea to the south west, with the North Sea to the east and the English Channel to the south separating it from continental... - Ghent UniversityGhent UniversityGhent University is a Dutch-speaking public university located in Ghent, Belgium. It is one of the larger Flemish universities, consisting of 32,000 students and 7,100 staff members. The current rector is Paul Van Cauwenberge.It was established in 1817 by King William I of the Netherlands...
- GhentGhentGhent is a city and a municipality located in the Flemish region of Belgium. It is the capital and biggest city of the East Flanders province. The city started as a settlement at the confluence of the Rivers Scheldt and Lys and in the Middle Ages became one of the largest and richest cities of...
, FlandersFlandersFlanders is the community of the Flemings but also one of the institutions in Belgium, and a geographical region located in parts of present-day Belgium, France and the Netherlands. "Flanders" can also refer to the northern part of Belgium that contains Brussels, Bruges, Ghent and Antwerp...
, BelgiumBelgiumBelgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
- Master of Marketing Analysis - IE University / IE Business School, MadridMadridMadrid is the capital and largest city of Spain. The population of the city is roughly 3.3 million and the entire population of the Madrid metropolitan area is calculated to be 6.271 million. It is the third largest city in the European Union, after London and Berlin, and its metropolitan...
, SpainSpainSpain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
- Master in Market Research & Consumer Behavior - Tilburg University - TilburgTilburgTilburg is a landlocked municipality and a city in the Netherlands, located in the southern province of Noord-Brabant.Tilburg municipality also includes the villages of Berkel-Enschot and Udenhout....
, The Netherlands
North America
- Bentley University, Waltham, MA
- Baruch CollegeBaruch CollegeBernard M. Baruch College, more commonly known as Baruch College, is a constituent college of the City University of New York, located in the Flatiron district of Manhattan, New York City. With an acceptance rate of just 23%, Baruch is among the most competitive and diverse colleges in the nation...
, City University of New YorkCity University of New YorkThe City University of New York is the public university system of New York City, with its administrative offices in Yorkville in Manhattan. It is the largest urban university in the United States, consisting of 23 institutions: 11 senior colleges, six community colleges, the William E...
- New York City, New YorkNew YorkNew York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east... - Clemson UniversityClemson UniversityClemson University is an American public, coeducational, land-grant, sea-grant, research university located in Clemson, South Carolina, United States....
- MS in Marketing, Clemson, South CarolinaClemson, South CarolinaClemson is a college town located in Pickens County in the U.S. state of South Carolina. The population was 11,939 at the 2000 census and center of an urban cluster with a total population of 42,199...
, South CarolinaSouth CarolinaSouth Carolina is a state in the Deep South of the United States that borders Georgia to the south, North Carolina to the north, and the Atlantic Ocean to the east. Originally part of the Province of Carolina, the Province of South Carolina was one of the 13 colonies that declared independence... - Columbia UniversityColumbia UniversityColumbia University in the City of New York is a private, Ivy League university in Manhattan, New York City. Columbia is the oldest institution of higher learning in the state of New York, the fifth oldest in the United States, and one of the country's nine Colonial Colleges founded before the...
- New York City, New YorkNew YorkNew York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east... - DePaul UniversityDePaul UniversityDePaul University is a private institution of higher education and research in Chicago, Illinois. Founded by the Vincentians in 1898, the university takes its name from the 17th century French priest Saint Vincent de Paul...
- Chicago, IllinoisIllinoisIllinois is the fifth-most populous state of the United States of America, and is often noted for being a microcosm of the entire country. With Chicago in the northeast, small industrial cities and great agricultural productivity in central and northern Illinois, and natural resources like coal,... - Fairleigh Dickinson UniversityFairleigh Dickinson UniversityFairleigh Dickinson University is a private university founded as a junior college in 1942. It now has several campuses located in New Jersey, Canada, and the United Kingdom.-Description:...
- New JerseyNew JerseyNew Jersey is a state in the Northeastern and Middle Atlantic regions of the United States. , its population was 8,791,894. It is bordered on the north and east by the state of New York, on the southeast and south by the Atlantic Ocean, on the west by Pennsylvania and on the southwest by Delaware... - Hofstra UniversityHofstra UniversityHofstra University is a private, nonsectarian institution of higher learning located in the Village of Hempstead, New York, United States, about east of New York City: less than an hour away by train or car...
- HempsteadHempstead (village), New YorkHempstead is a village located in the town of Hempstead, Nassau County, New York, United States. The population was 53,891 at the 2010 census.Hofstra University is located on the border between Hempstead and Uniondale.-Foundation:...
, New YorkNew YorkNew York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east... - Long Island UniversityLong Island UniversityLong Island University is a private, coeducational, nonsectarian institution of higher education in the U.S. state of New York.-History:...
- Brooklyn, New YorkNew YorkNew York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east... - Mercy CollegeMercy College (New York)Mercy College is a private, non-profit liberal arts college with its main campus in Dobbs Ferry, New York, and satellite locations throughout southeastern New York, including the Bronx, Manhattan, White Plains and Yorktown...
- Dobbs FerryDobbs Ferry, New YorkDobbs Ferry is a village in Westchester County, New York, United States. The population was 10,875 at the 2010 census.The Village of Dobbs Ferry is located in, and is a part of, the town of Greenburgh...
, New YorkNew YorkNew York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east... - Michigan State UniversityMichigan State UniversityMichigan State University is a public research university in East Lansing, Michigan, USA. Founded in 1855, it was the pioneer land-grant institution and served as a model for future land-grant colleges in the United States under the 1862 Morrill Act.MSU pioneered the studies of packaging,...
, East Lansing, MI - University of Wisconsin–MadisonUniversity of Wisconsin–MadisonThe University of Wisconsin–Madison is a public research university located in Madison, Wisconsin, United States. Founded in 1848, UW–Madison is the flagship campus of the University of Wisconsin System. It became a land-grant institution in 1866...
- MadisonMadison, WisconsinMadison is the capital of the U.S. state of Wisconsin and the county seat of Dane County. It is also home to the University of Wisconsin–Madison....
, WisconsinWisconsinWisconsin is a U.S. state located in the north-central United States and is part of the Midwest. It is bordered by Minnesota to the west, Iowa to the southwest, Illinois to the south, Lake Michigan to the east, Michigan to the northeast, and Lake Superior to the north. Wisconsin's capital is... - Southern Illinois University EdwardsvilleSouthern Illinois University EdwardsvilleSouthern Illinois University Edwardsville, commonly abbreviated SIUE, is a four-year coed public university in Edwardsville, Illinois about from St. Louis, Missouri. SIUE was established in 1957 as an extension of Southern Illinois University Carbondale, and is the younger of the two largest...
, EdwardsvilleEdwardsville, IllinoisEdwardsville is a city in Madison County, Illinois, United States. As of the 2010 census, the city population was 24,293. It is the county seat of Madison County and is the third oldest city in the State of Illinois. The city was named in honor of Ninian Edwards, then Governor of the Illinois...
, IllinoisIllinoisIllinois is the fifth-most populous state of the United States of America, and is often noted for being a microcosm of the entire country. With Chicago in the northeast, small industrial cities and great agricultural productivity in central and northern Illinois, and natural resources like coal,... - Tecnológico de Monterrey - MonterreyMonterreyMonterrey , is the capital city of the northeastern state of Nuevo León in the country of Mexico. The city is anchor to the third-largest metropolitan area in Mexico and is ranked as the ninth-largest city in the nation. Monterrey serves as a commercial center in the north of the country and is the...
, MexicoMexicoThe United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of... - University of GeorgiaUniversity of GeorgiaThe University of Georgia is a public research university located in Athens, Georgia, United States. Founded in 1785, it is the oldest and largest of the state's institutions of higher learning and is one of multiple schools to claim the title of the oldest public university in the United States...
- AthensAthens, GeorgiaAthens-Clarke County is a consolidated city–county in U.S. state of Georgia, in the northeastern part of the state, comprising the former City of Athens proper and Clarke County. The University of Georgia is located in this college town and is responsible for the initial growth of the city...
, GeorgiaGeorgia (U.S. state)Georgia is a state located in the southeastern United States. It was established in 1732, the last of the original Thirteen Colonies. The state is named after King George II of Great Britain. Georgia was the fourth state to ratify the United States Constitution, on January 2, 1788... - University of Texas at ArlingtonUniversity of Texas at ArlingtonThe University of Texas at Arlington is a public research university located in Arlington, Texas, United States. The campus is situated southwest of downtown Arlington, and is located in the Dallas–Fort Worth metropolitan area. The university was founded in 1895 and served primarily a military...
- ArlingtonArlington, TexasArlington is a city in Tarrant County, Texas within the Dallas–Fort Worth metropolitan area. According to the 2010 census results, the city had a population of 365,438, making it the third largest municipality in the Metroplex...
, TexasTexasTexas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in... - York UniversityYork UniversityYork University is a public research university in Toronto, Ontario, Canada. It is Canada's third-largest university, Ontario's second-largest graduate school, and Canada's leading interdisciplinary university....
- TorontoTorontoToronto is the provincial capital of Ontario and the largest city in Canada. It is located in Southern Ontario on the northwestern shore of Lake Ontario. A relatively modern city, Toronto's history dates back to the late-18th century, when its land was first purchased by the British monarchy from...
, OntarioOntarioOntario is a province of Canada, located in east-central Canada. It is Canada's most populous province and second largest in total area. It is home to the nation's most populous city, Toronto, and the nation's capital, Ottawa....
, CanadaCanadaCanada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
See also
- MacromarketingMacromarketingMacromarketing addresses big/important issues at the nexus of marketing and society. The principal scholarly outlet for macromarketing research is the Journal of Macromarketing...
- Marketing ResearchMarketing researchMarketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
- MarketingMarketingMarketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
- Consumer BehaviourConsumer behaviourConsumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups...
- Customer InsightCustomer insightCustomer Insight is the collection, deployment and interpretation of information that allows a business to acquire, develop and retain their customers.-Analysis:...
- Academic degreeAcademic degreeAn academic degree is a position and title within a college or university that is usually awarded in recognition of the recipient having either satisfactorily completed a prescribed course of study or having conducted a scholarly endeavour deemed worthy of his or her admission to the degree...
- Industry or market researchIndustry or market researchIndustry or market research is the acquisition of corporate intelligence on a broad range of issues including:* Macroenvironment**economy**government**law**technology**ecological* Market analysis and competitor analysis**market definition**market size...
- Qualitative marketing researchQualitative marketing researchQualitative marketing research is a set of research techniques, used in marketing and the social sciences, in which data is obtained from a relatively small group of respondents and not analyzed with inferential statistics...
- Quantitative marketing researchQuantitative marketing researchQuantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying...