Master of Marketing Research (MMR or M.M.R.) or Master of Science in Marketing Research (MSMR) is a graduate degree program that may be from one to three years in length. Generally found in universities in the United States, the purpose of this program is to 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.

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, focus group development, statistics in marketing, and consumer behavior.

Value to Businesses

M.M.R.s are valuable to business in that graduates support and correctly implement the marketing research function. Marketing research improperly implemented can lead to significant cost overruns, incorrect sales estimates, or a market faux pas when transferring a product to a new market (the classic example is the Chevy Nova in Mexico, though this may be an urban legend).

References

• Marketing Research Association
• Terry College of Business

See Also

• Marketing Research
• Marketing
• Academic degree
• Industry or market research
• Qualitative marketing research
• Quantitative marketing research

Master's degrees | Academic degrees