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How to Become a Market Research Analyst

By Alyciah Beavers

Published: March 19, 2024

In today’s ever-evolving business landscape, organizations strive to make informed decisions that will propel them toward success, and this is where a market research analyst role is crucial. The career suits anyone who wants to become a master of data, a sleuth of consumer behavior, and a guardian of market insights. Read on to understand what is a market research analyst and if this career might be the right choice for you.

Career Summary

Market research analyst salary.

Here is a general trajectory of market research analyst salary, according to Glassdoor.com :

• Entry Salary (US$56k)
• Median Salary (US$71k)
• Executive Salary (US$100k)

To put this into perspective, the annual average wage for all occupations in the US is $61,900 . This means that, based on your level, you can make some excellent cash as a market research analyst.

Market Research Analyst Job Description

So, what does a market research analyst do? A market research analyst collects, analyzes, and interprets data to provide insights and recommendations on market trends and consumer behavior to a business . Their main objective is to help businesses make informed decisions regarding their products, services, and marketing strategies. Additionally, a market research analyst conducts market analysis and assists companies in understanding the products people want and how to price them.

Market Research Analyst Career Progression

• Entry-Level Analyst: It is the starting point for most market research analysts. At this stage, your roles involve assisting more senior analysts in conducting research, collecting data, and analyzing market trends. Your role also entails preparing reports and presentations.
• Research Analyst: You have more independence and take on greater responsibility for designing research methodologies, managing data collection, and conducting analysis.
• Senior Analyst: You have a deeper understanding of market research methodologies, advanced analytical techniques, and industry-specific knowledge.
• Supervisor: Here, your role involves overseeing multiple research projects, managing a team of analysts, and contributing to high-level decision-making. You are responsible for resource allocation, project planning, and client management.
• Head of Market Research: You are responsible for shaping the overall research strategy, guiding the research team, and collaborating with senior executives to align research efforts with business goals. You are also involved in budgeting, business development, and fostering relationships with clients and stakeholders.

• It simulates intellectual intelligence, where you develop your critical and problem-solving skills.
• It gives you the proper industry exposure since you work with clients from diverse industries.
• The career offers continuous learning opportunities since market research is a rapidly evolving field.
• As a marketing analyst, you can comfortably tackle complex business problems.
• It offers a collaborative environment where you work as a team with other people, such as marketing professionals, statisticians, data scientists, and business executives.
• Some tasks are monotonous as they involve collecting and analyzing large amounts of data, which can sometimes be tedious.
• Market research often operates on tight deadlines, requiring analysts to work under pressure to meet project timelines.
• At times there is limited creativity, whereby some analysts may feel constrained when developing innovative solutions or exploring unconventional approaches.
• The industry is competitive, so analysts need to stay updated constantly on the trends and consumer behaviors.
• There is a lot of data overload, which is overwhelming and challenging to navigate.

Useful Skills to Have As a Market Research Analyst

As a market research analyst, several useful skills can enhance your abilities and contribute to your success in the field, including:

• Research and Analytical Skills
• Data Interpretation and Statistical Analysis
• Critical Thinking Skills
• Strong Communication Skills
• Problem-Solving Abilities
• Technological Proficiency

Popular Market Research Analyst Specialties

Market research analysts specialize in various areas depending on the industry and the specific needs of their clients or employers.

There are some popular specialties within the field of market research analysis:

• Consumer Behavior
• Market Segmentation
• Competitive Analysis
• Brand Research
• Product Development
• Market Trend Analysis

How to become a Market Research Analyst

The right way to become a market research analyst is through education, relevant work experience, and specific skills. While the exact path can vary depending on individual circumstances, here are some common steps to help you pursue a career in market research analysis.

Obtain a Degree in a Relevant Field

Do i need a degree to become a market research analyst.

While having a degree is not always a strict requirement to become a market research analyst, it can significantly enhance your prospects and competitiveness in the job market. Many employers prefer candidates with a bachelor’s degree, particularly in fields such as market research, business administration, statistics, economics, or social sciences .

Why Is It Important to Get A Degree In Market Research or a Related Field?

While it’s not always a strict requirement, obtaining a degree offers numerous advantages. A relevant degree equips you with the foundational knowledge and analytical skills necessary for market research analysis, as well as the skills to analyze complex data sets, use statistical tools and software, and derive meaningful conclusions.

A degree program can provide a comprehensive understanding of research methodologies, statistical analysis, consumer behavior, data interpretation, and marketing principles. These skills are essential for conducting adequate market research and making informed decisions based on the collected data.

Furthermore, some employers may specifically request a degree or prefer candidates with higher qualifications for specific positions or in highly competitive job markets.

Additionally, having a degree can serve as evidence of your commitment, discipline, and ability to acquire and apply knowledge, which can be valuable to potential employers.

How Long Does It Take To Get A Degree?

The duration of a degree program in market research analysis can vary depending on several factors, including the degree level and the educational institution’s structure:

• Associate’s Degree: An associate’s degree generally takes around two years to complete . This program provides a foundational understanding of market research principles and techniques.
• Bachelor’s Degree: A bachelor’s degree typically requires four years of full-time study . Students delve deeper into market research methodologies, data analysis, and related business courses during this program.
• Master’s Degree: Pursuing a master’s degree in market research takes two years beyond the bachelor’s degree . This program focuses on advanced research techniques, data analysis, consumer behavior, and marketing strategy.
• Doctoral Degree: A Ph.D. or doctoral degree in market research analysis can take an additional four to six years of study beyond the master’s degree . The programs emphasize research, theory development, and advanced methodologies. These degrees are more suited for individuals interested in academic or research-oriented careers.

How Much Does It Cost to Study Market Research Analysis at University?

The cost of studying market research analysis at a university can vary widely depending on factors such as the country, the specific university, the level of study, undergraduate or postgraduate. Additionally, tuition fees can change over time, so it’s essential to check with the specific university or college for the most accurate and up-to-date information. Here is a breakdown as of 2022:

• Undergraduate marketing research program tuition for an in-state student is US$12,020, while an out-of-state student pays US$28,345.
• A graduate market research in-state student pays US$13,864, while an out-of-state student pays US$24,560.

Can I become a Market Research Analyst Through Online Education?

Yes, online education makes it possible to become a market research analyst . The web offers numerous resources and programs in multiple fields, including market research, with flexible learning hours.

Look for accredited online courses, certificate programs , or degree programs in market research, marketing, business, statistics, or related fields. Ensure that the program you choose is from a reputable institution.

Gain Practical Experience

Practical experience complements theoretical knowledge and helps you demonstrate your skills and abilities to potential employers. Seeking opportunities to apply your knowledge and skills in realistic settings and continuously striving to expand your expertise through hands-on experience in market research is the only way to go. Some ways involve volunteering and interning in different corporations to gain hands-on experience.

What are Internship Opportunities for A Market Research Analyst?

As a market research analyst, several internship opportunities are available to gain practical experience and develop your skills.

Here are some potential avenues to explore:

• Market Research Firms: Many market research companies offer internship programs tailored explicitly for aspiring analysts. These firms research for various clients and industries, exposing interns to multiple projects and methodologies.
• Corporate Internships: Numerous companies, especially larger ones, have in-house market research departments. These organizations often offer internships to support their research activities, allowing you to work directly with their marketing teams and gain industry-specific insights.
• Advertising and Marketing Agencies: Advertising and marketing agencies frequently require market research to inform their strategies and campaigns. Interning with such agencies can expose you to diverse projects and clients, enhancing your understanding of how research drives marketing decisions.
• Technology Companies: Tech companies, particularly those involved in data analytics and consumer insights, often offer internships for market research analysts. These opportunities can provide exposure to innovative tools, techniques, and datasets, allowing you to develop skills in the intersection of technology and market research.
• Consulting Firms: Consulting firms may have market research divisions or projects to which interns can contribute. These firms work with clients to provide strategic advice; market research is critical to their decision-making processes.
• Government Agencies: Government agencies often conduct market research to inform policy decisions, public campaigns, and program evaluations. Interning with a government agency can provide insights into the unique challenges and considerations of conducting research within the public sector.

To find internship opportunities , consider exploring online job boards, company websites, and professional networking platforms and contacting your university’s career services department. Networking with professionals in the field, attending industry events, and joining relevant market research associations or groups can also help you discover internship opportunities.

What Skills Will I Learn As A Market Research Analyst?

As a market research analyst, you will develop various skills to effectively gather, analyze, and interpret data to support business decision-making.

Here are some essential skills you can expect to learn and enhance in this role:

• Research Design: You will learn how to design research studies and formulate appropriate research questions and objectives.
• Data Collection: You will acquire skills in collecting data through surveys, interviews, focus groups, and observational studies. This includes developing questionnaires, conducting interviews, and managing data collection processes.
• Data Analysis: You will gain proficiency in analyzing data using statistical techniques, data visualization tools, and software packages like Excel, SPSS , or R . This involves interpreting quantitative and qualitative data, identifying patterns and trends, and drawing meaningful insights.
• Market Analysis: You will learn to assess market trends, customer behavior, and competitive landscapes. This includes conducting competitor analyses, market segmentation, and identifying target markets.
• Report Writing: You will develop strong written communication skills to effectively communicate research findings and insights through reports, presentations, and visualizations. This involves summarizing complex data into clear and actionable recommendations.
• Critical Thinking: You will enhance your ability to think critically and analytically, evaluate research methodologies, assess data quality, and identify potential biases or limitations in research findings.
• Problem-Solving: As a market research analyst, you will learn to identify business problems, formulate research objectives, and develop strategic solutions based on data-driven insights.
• Collaboration: You will develop teamwork and collaboration skills, as market research often involves working with cross-functional teams, stakeholders, and clients to understand their needs and deliver actionable results.
• Technology and Tools: You will become proficient in utilizing market research tools, software, and technologies to enhance data collection, analysis, and reporting. This may include data analytics platforms, survey software, CRM systems , and visualization tools.
• Industry Knowledge: You will gain deep knowledge and understanding of the industry or market you are researching, including key trends, regulations, and emerging opportunities.

What are Some Web Resources to Learn Skills to Become a Market Research Analyst?

Several web resources can help you acquire the necessary knowledge and skills.

Here are some useful platforms and websites you can explore:

• MarketResearch.com : This website offers various market research reports and articles covering multiple industries. It can help you understand different research methodologies, industry trends, and analysis techniques.
• GreenBook : GreenBook provides a platform for market research professionals and offers industry news, reports, webinars, and online resources. It covers topics such as research techniques, data analysis, and emerging trends in the field.
• American Marketing Association (AMA) : The AMA website provides valuable resources and tools for marketers, including market research-related content. It offers articles, white papers, webinars, and events that enhance your understanding of market research concepts and practices.
• Research Association (ESOMAR) : ESOMAR is a global association for market, opinion, and social research professionals. Their website offers a comprehensive library of resources, including industry reports, webinars, and guidelines for conducting market research.
• Quirks : Quirks is a website that offers market research articles, case studies, and industry news. It covers various topics like survey design, data analysis, and emerging methodologies. They also have a directory of market research vendors and services.
• Research World : Research World is an online publication covering recent trends and developments in the market research industry. It provides articles, case studies, and insights from industry experts, which can be valuable for learning and staying updated.

Obtain Certifications

Consider pursuing additional certifications or courses in market research, data analysis, or relevant areas to enhance your knowledge and marketability.  While there is no single universal certification for market research analysts, several reputable organizations offer certifications that can enhance your credentials.

Some popular certifications include:  

• Certified Market Research Professional (CMRP) : This is a widely recognized certification that demonstrates a market research analyst’s expertise in research methodologies, ethics, and data analysis. It signifies a commitment to high professional standards and best practices in the field. Earning the CMRP can enhance your credibility, increase your chances of landing job opportunities, and potentially lead to higher earning potential.
• Professional Researcher Certification (PRC) : The PRC certification validates a market researcher’s knowledge, skills, and ethical practices. It covers a broad range of market research topics, including research design, data collection, analysis, and reporting. Holding the PRC designation demonstrates your commitment to professional excellence and adherence to industry standards.
• Google Analytics Individual Qualification (GAIQ) : While not specific to market research, the GAIQ certification is highly relevant for market research analysts who deal with website data and analytics. It showcases proficiency in using Google Analytics, a widely used tool for analyzing website traffic and user behavior. GAIQ certification can be valuable in demonstrating your ability to interpret web data, track consumer interactions, and optimize online marketing strategies.

It’s important to note that, to take the exam and become certified, you must meet eligibility requirements. Some might require a bachelor’s degree in a relevant field such as marketing, business, or statistics and a specific number of years of experience working in market research or a related area.

What’s the Career Outlook for Market Research Analysts?

As of 2021, the career outlook for market research analysts is generally positive, and the field will continue to experience steady growth. Researchers estimate that there will be a 19% growth from 2021 to 2031, which is way faster than any other occupation.

However, please note that economic and industry trends can change over time, so it’s always a good idea to consult up-to-date sources and labor market data for the most accurate information.

Some of the factors contributing to the positive career outlook for market research analysts include:

• Increasing Demand: With the rise of technology and data-driven decision-making, there is a growing need for skilled professionals who can interpret and analyze market data. Businesses across various industries rely on market research to gain a competitive edge, expand their customer base, and identify new market opportunities.
• Globalization and International Markets: As companies expand their operations globally, understanding diverse markets and consumer behaviors becomes crucial. Market research analysts with expertise in international markets and cultural nuances can offer valuable insights and are in high demand.
• Emphasis on Data-Driven Decision-Making: Organizations increasingly rely on data to drive their strategies in today’s data-driven business landscape. Companies seek market research analysts who can effectively collect, analyze, and interpret data using advanced analytical tools and techniques.
• Technological Advancements: Advancements in technology, such as big data analytics, artificial intelligence, and machine learning, are revolutionizing the field of market research. Professionals who can adapt to these technological changes and utilize them to extract actionable insights will likely have strong career prospects.

What Are The Job Opportunities Of A Market Research Analyst?

Market research analysts have a wide range of job opportunities across various industries. Their primary responsibility is to gather and analyze data to help organizations make informed business decisions.

Luckily, there are many other job opportunities within the field of market research analysis that a market research analyst can do:

• Market Research Analyst: This is the primary role of a market research analyst where they collect and analyze data to identify market trends, consumer behavior, and competitive landscape. They design surveys, conduct interviews, and use statistical techniques to interpret the data and generate actionable insights for decision-making.
• Market Intelligence Specialist: In this role, you would focus on gathering and analyzing data related to the industry, competitors, and market conditions. You would monitor market trends, track competitor activities, and provide strategic recommendations to support business development, product positioning, and market entry strategies.
• Consumer Insights Analyst: As a consumer insights analyst, you would delve into understanding consumer behavior, preferences, and attitudes. You would employ various research methods such as surveys, focus groups, and interviews to gather data and then analyze it to uncover consumer insights. These insights help companies develop effective marketing strategies and refine product offerings.
• Data Analyst : Data analysis is an essential aspect of market research, and as a data analyst, you would specialize in processing, organizing, and interpreting large datasets. You would use statistical techniques, data mining, and visualization tools to extract meaningful patterns and trends. Your findings would assist in making informed business decisions and optimizing marketing campaigns.
• Market Research Consultant: In a consulting role, you would work with clients from different industries to provide expert market research guidance. You would conduct comprehensive market studies, assess competitive landscapes, and deliver strategic recommendations based on your analysis. Consultants often work on a project basis and collaborate closely with clients to address specific business challenges.
• Brand Strategist: Brand strategists combine market research insights with creative thinking to develop and implement effective branding strategies. You would analyze consumer perceptions, market positioning, and competitive landscape to define brand identities, messaging, and marketing campaigns that resonate with target audiences.

What Type Of Companies Hire A Market Research Analyst?

Market research analysts are in demand across various industries and sectors.

Some of the companies that hire market research analysts include:

• Market Research Firms: These specialized firms conduct market research for clients across different industries.
• Consumer Goods Companies: Companies that produce and sell consumer goods often employ market research analysts to gather insights on consumer preferences, market trends, and product performance.
• Technology Companies: Technology companies, especially those involved in software development, electronics, and telecommunications, rely on market research analysts to understand customer needs, evaluate competition, and assess market potential.
• Healthcare and Pharmaceutical Companies: These companies require market research analysts to study patient demographics, evaluate the efficacy of drugs, analyze healthcare trends, and assess market opportunities.
• Financial Institutions: Banks, insurance companies, and investment firms hire market research analysts to analyze market trends, identify investment opportunities, and assess customer preferences.
• Advertising and Marketing Agencies: Agencies that offer advertising, branding, and marketing services often have market research analysts on their teams to provide insights for developing effective strategies and campaigns.
• Retail Companies: Retailers employ market research analysts to understand consumer behavior, analyze purchasing patterns, and identify market opportunities.
• Media and Entertainment Companies: Media companies, including television networks, film studios, and streaming platforms, use market research analysts to understand audience preferences, gauge viewership, and identify potential content opportunities.

What Is The Work-Life Balance Of A Market Research Analyst?

A market research analyst’s work-life balance can vary depending on company culture , industry, workload, and personal preferences. Generally, market research analysts strive to maintain a balanced lifestyle, but the actual balance achieved can differ from person to person.

The working hours of market research analysts involve standard office hours, 9 am to 5 pm, or similar. However, there may be times when they need to perform additional hours to meet project deadlines or during busy periods. Therefore, this affects how these individuals maintain their work and social life.

However, there is also a lot of flexibility in this job. Depending on the company and specific job requirements, market research analysts may have some flexibility in their work arrangements. This could include options for remote work , flexible schedules, or compressed work weeks. Flexibility can contribute positively to achieving a better work-life balance.

The workload varies based on the organization’s demands and the projects involved at different quarters of the year. There may be periods with high-intensity work where you should meet the deadlines, which could affect your work-life balance. However, there may also be quieter periods with a more manageable workload. Balancing workload, managing deadlines, and effectively communicating with stakeholders can help alleviate stress and improve work-life balance.

Personal factors such as individual preferences, commitments, and priorities significantly affect work-life balance. Some market research analysts may prioritize their personal lives, hobbies, or family time more, while others may focus more on their careers. Individuals must assess and prioritize their needs to achieve the desired work-life balance.

Ultimately, achieving a good work-life balance as a market research analyst involves finding a suitable position with a supportive company culture, managing workload and stress effectively, and establishing personal boundaries to ensure time for personal life outside of work.

Should I become a Market Research Analyst?

If you have a passion for market research, understanding market trends, and delving into the factors that influence consumers’ life decisions, this is the perfect career for you. It’s important to make an informed decision based on your interests, skills, and long-term goals. Notably, there will be over 99,800 job openings for market research analysts each year for the next decade leading to this job increase. Therefore, if you’re looking to invest in a promising career for the future, this is the ideal path to pursue.

Careers Related to Market Research Analyst

• Business Analyst
• Data Analyst
• Marketing Manager
• Product Manager
• Sales Manager

About the Author

Read more articles by Alyciah Beavers

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Looking to build a career as a marketing researcher? The Master of Science in Marketing Research and Analytics (MSMRA) program at the Broad College offers a STEM Master’s degree that equips you with best-in-class analytics skills needed for the fast-growing insights industry. Whether you prefer an in-person or an online format, the MSMRA program options provide you with real-world application of knowledge and a tailor-made learning experience.

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Our project-based learning model allows you to learn how to analyze and interpret the voice of the modern customer by interacting with real clients, participating in comprehensive marketing analytics projects and contributing to industry publications. As a program that is designed to fuel a career field with premier job growth and salaries, MSU’s MSMRA degree is ideal for those looking to become the next generation of marketing leaders at the world’s biggest brands.

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Contact our team at [email protected] for more information on the STEM-certified MSMRA program.

The MSMRA degree is a 30-credit program consisting of specialized consumer insights and customer analytics courses.

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Master of Science, Marketing

Online Master's in Marketing Analytics

An Online Marketing Analytics Master’s Program Focused on Career Success

The science of marketing is always evolving. Staying on top of it takes the right skills and education. If you’re looking to advance in your current role or explore the technical aspects of marketing , an M.S. in Marketing Analytics could be a great next step.    This marketing master’s degree program teaches you how to:

• Utilize powerful research to drive strategy
• Understand analytics tools  
• Implement a data-driven approach to marketing
• Helps companies better understand their consumers and grow their bottom line

The marketing analytics master’s degree also includes an experiential-learning capstone course that culminates with an application in communication, collaboration, critical-thinking, and problem-solving where you’ll put your marketing analytics skills to work on an actual client project.

Students are also encouraged to participate in the American Marketing Association WGU Student Chapter where they will benefit from belonging to a community of marketing professionals focused on networking and professional development. The AMA WGU Chapter provides a variety of benefits including access networking activities, professional development, and AMA’s job board (AMA membership required).

61% of graduate students finish master's programs within 

18  Months*

WGU lets you move more quickly through material you already know and advance as soon as you're ready. The result: You may finish faster.

*WGU Internal Data

Tuition per six-month term is

Tuition charged per term—rather than per credit—helps students control the ultimate cost of their business management degree. Finish faster, pay less!

Average salary increase

School of Business graduate students report an average salary increase of $11,813 after completing their WGU degree.

Ready to Start Your WGU Journey?

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Start Dates the 1st of Every Month

Marketing Analytics Courses

Program consists of 11 courses

At WGU, we design our curriculum to be timely, relevant, and practical—all to ensure your degree is proof you really know your stuff. Our programs are designed for industry-relevance so everything you learn can be directly applied to your career. Industry-experts help create our curriculum to ensure you are learning critical components of your chosen area.

The online marketing master’s degree program is composed of industry-relevant courses. Courses are generally completed one at a time instead of simultaneously, and you’ll work with your Program Mentor to build a personalized Degree Plan that keeps you on track.

WGU courses are competency-based, which means that once you demonstrate mastery in a specific area, you can move on. This allows you to use your existing knowledge to move through your degree program more quickly.

The Master of Science in Marketing Analytics program is an all-online degree program. You’ll complete program requirements independently, with instruction and support from WGU faculty. You’ll be expected to complete at least 8 competency units for each six-month term. Each course is typically three or four units. There’s no limit on the number of units you can complete each term, so the more courses you complete, the quicker you can finish your program.

Marketing Experiential Capstone is the capstone course for the program that provides learners with real-world applications to prepare them for the marketing industry. In this course, learners will integrate and apply marketing skills gained throughout the program by working with an organization on a marketing project. Marketers must effectively manage many relationships throughout their career with clients and team members in an organization, an agency, or their own marketing firm. This course allows students to apply their technical knowledge while also developing competencies in effective communication, collaboration, conflict management, project management, and time management power skills. Learners will explore their professional goals and develop a personal branding strategy to enhance their marketability and to strategically plan for their marketing career.

Search Engine Optimization, otherwise known as SEO, teaches on-page, off-page, and technical aspects of SEO for organically improving ranking and awareness. Digital marketing requires marketers to understand online consumer search behaviors; search engine optimization (SEO) is a key part of an organization’s digital marketing strategy. This includes processes and best practices used to increase their visibility in search engines. Learners will discover SEO strategies focusing on website structure, search engines, keyword research and mapping, and page-level optimization. Learners will gain practical experience using a simulation in which they will optimize ranking and visibility to consumers. In this course, learners will have the opportunity to complete HubSpot’s SEO certification to learn industry best practices and to enhance marketability within the marketing profession.

Digital Marketing Analytics teaches learners how to identify data sources, collect and analyze data, and manage marketing performance. Marketing requires an understanding of analytics and application of data to inform strategic decision-making. Through the use of a digital marketing analytics framework, measurement models, and various digital marketing technology tools, learners will analyze marketing performance across digital paid, owned, and earned channels. The latest marketing technology tools are explored to measure and optimize results using data-driven decisions. In this course, learners will have the opportunity to complete the Google Analytics certification to gain technical skills used in practice and to enhance marketability within the marketing profession.

E-Commerce and Marketing Analytics teaches learners how to sell online, how to reach customers online, and how to measure campaign and website performance. Businesses and consumers actively engage in buying and selling products over the internet. Learners gain skills through the practical application of building and optimizing a Shopify website designed to promote and sell products to customers. The course explores the latest technology platforms with an emphasis on Google applications for hands-on experience. Learners have the opportunity to complete the Google Search Ads certification to gain skills used in practice and to enhance marketability within the marketing profession.

Digital Marketing Science provides learners with knowledge in the dynamic and evolving field of marketing that uses the internet and digital technologies to reach customers. This course provides foundational knowledge in digital marketing disciplines, including social media marketing, email marketing, content marketing, marketing automation, search engine optimization (SEO), paid search (PPC), conversion rate optimization (CRO), mobile marketing, and web analytics. Learners explore how a digital marketing strategy is developed and executed, along with how digital marketing is integrated within an organization's overall strategy. This course provides learners with the opportunity to complete the HubSpot Marketing Software certification to learn marketing automation software that is used in industry to assist marketers in their digital marketing execution. Emphasis throughout the course is placed on industry best practices, and the course content aligns with the Online Marketing Certified Associate (OMCA) certification to prepare students for this third-party certification.

Product, Price, & Customer Experience teaches core marketing concepts used to create integrative marketing strategies that meet the needs of an organization and its customers. This course teaches topics of new product development, product management, value proposition, and customer experience management. The voice of the customer is taught to ensure marketers create a customer-centric culture within their organization to meet the needs, wants, and preference of their target market. Customer experience management practices are key focal points of this course to ensure meaningful customer interactions across the entire customer journey.

Marketing Communications and Storytelling introduces learners to the principles of integrative marketing communications with an emphasis on storytelling and creativity. Storytelling skills enable marketers to build relationships by making connections with their intended audience. Digital storytelling integrates the use of technology to create a cohesive narrative across various platforms that evokes emotions and feelings about a brand. These efforts can lead to customer acquisition or conversion outcomes. In this course, the creative storytelling process begins with a clear SMART objective that drives strategy development, the creative direction, and the execution of an integrative marketing communication campaign. Campaign types, media channels, messages, timelines, and market development considerations are taught within the context of both digital and traditional application. Learners will also have the opportunity to complete the HubSpot Inbound Marketing certification to learn industry best practices and to enhance marketability within the marketing profession.

Market Research provides learners with a knowledge of the role of marketing research in strategic decision-making. Marketers need to systematically collect and analyze data to develop insights and make decisions. Learners demonstrate proficiency in the fundamentals of market research by practicing statistical methods for analyzing and acting on market data. This course teaches sampling techniques, survey development, data analysis, ethical considerations, and hypothesis testing. Learners will apply their knowledge using a market research simulation. Emphasis is placed on the interpretation and use of results to demonstrate how to communicate information. In this course, learners will also develop awareness for continually monitoring emerging and competitive trends given the dynamic digital marketing landscape.

Marketing in the Digital Era examines the marketing skills needed to be an effective marketer in the 21st century. This course provides a company and consumer perspective to learn how consumer value is created while achieving organizational goals. Learners will gain knowledge in the core areas of marketing, including branding and products, consumers, communications, and technology. This course introduces learners to strategic marketing tools used to develop effective strategies for a relevant target market. Marketing in the Digital Era teaches learners about emerging topics, such as marketing automation, artificial intelligence, and data-driven communications, as well as skills needed to continue evolving as a successful marketing professional in the dynamic, ever-changing marketing environment.

This course covers principles of effective management and leadership that maximize organizational performance. The following topics are included: the role and functions of a manager, analysis of personal leadership styles, approaches to self-awareness and self-assessment, and application of foundational leadership and management skills.

Frameworks for Strategic Decision-Making challenges students to use logistical reasoning, root cause analysis, and various problem-solving skills to drive improvement, develop relationships, influence others, and make decisions. This course addresses how to evaluate business problems, develop stakeholder-oriented solutions, and influence key stakeholders. It also promotes strategic-level thinking and connection between business disciplines to drive outcomes. There are no prerequisites.

Program consists of 11 courses

Capstone Project

Special requirements for this program

This capstone provides you with real-world applications to prepare you for the marketing industry. In this course, you’ll integrate and apply marketing skills gained throughout the program by working with an organization on a marketing project. Marketers must effectively manage many relationships throughout their career with clients and team members in an organization, an agency, or their own marketing firm. This course allows you to apply your technical knowledge while also developing competencies in effective communication, collaboration, conflict management, project management, and time management skills. You'll explore your professional goals and develop a personal branding strategy to enhance your marketability and strategically plan for your marketing career.

Skills For Your Résumé

As part of this program, you will develop a range of valuable skills that employers are looking for. 

• Management: Successfully identified the needs of others to coach, mentor, or help improve their knowledge or skills, fostering a supportive and growth-oriented environment. 
• Strategic Planning: Developed a streamlined process to collect appropriate data for strategic planning activities, enabling data-driven decision-making and improved organizational performance.
• Digital Marketing Analytics: Optimized the business's marketing performance through digital marketing analytics, leveraging data insights to enhance marketing strategies and drive measurable results.
• Presentations: Created compelling textual, statistical, and graphical presentations using presentation software, effectively conveying complex information and ideas to diverse audiences. 
• Market Research: Skillfully developed buyer personas for market research purposes, providing valuable insights into customer behavior and preferences to inform marketing strategies. 
• Communications: Articulated complex ideas, opinions, and information while pointing out connections and relationships, facilitating clear and effective communication in professional settings.

“The Master in Marketing with Digital Marketing Specialization from Western Governors University flawlessly prepared me for the OMCA exam. After receiving my certification, I was encouraged to share it on my digital platforms. On LinkedIn, fellow OMCP members connected with me, providing new networking opportunities. The OMCP community consists of inspiring and hardworking marketing professionals who motivate me to complete my master's degree."

—Shelby Davis M.S. Digital Marketing

Earning Potential

A degree can dramatically impact your earning potential. According to a 2023 Harris Poll , two years after graduation, WGU students report earning $22,200 more per year.

On Your Schedule

Competency-based education means you can move as quickly through your degree as you can master the material. You don't have to log in to classes at a certain time—you are truly in the driver's seat of your education

Entirely Online

The marketing master's degree at WGU is 100% online, which means it works wherever you are. You can do your coursework at night after working at your full-time job, on weekends, while you're traveling the world or on vacation—it's entirely up to you.

Accredited, Respected, Recognized™

One important measure of a degree’s value is the reputation of the university where it was earned. When employers, industry leaders, and academic experts hold your alma mater in high esteem, you reap the benefits of that respect. WGU is a pioneer in reinventing higher education for the 21st century, and our quality has been recognized.

COST & TIME

An Online Marketing Degree That's Affordable

By charging per term rather than per credit—and empowering students to accelerate through material they know well or learn quickly—WGU helps students control the ultimate cost of their degrees. The faster you complete your program, the less you pay for your degree.

A Marketing Degree Within Reach

There is help available to make paying for school possible for you:

The average student loan debt of WGU graduates in 2022 (among those who borrowed) was less than half* the national average.

Most WGU students qualify for financial aid, and WGU is approved for federal financial aid and U.S. veterans benefits. 

Many scholarship opportunities are available. Find out what you might be eligible for.

* WGU undergraduate students have approximately half the debt at graduation compared to the national average, according to the Institute for College Access and Success (2022).

INDUSTRY CERTIFICATIONS

Top Industry Certifications Students Can Earn

Students in the online marketing analytics master's program will be prepared to take the following certification exams during their program to demonstrate their expertise in the marketing field. The cost of most of these exams are free to WGU students as part of their tuition. These industry certifications are not required for students, but the coursework in their program will prepare them for these exams which can be critical as they work to excel within the marketing space.

Be prepared to earn the following industry certifications:

• Google Digital Marketing & E-Commerce (Google Career Certificate)
• Google Ads Search

• HubSpot Inbound Marketing
• HubSpot Marketing Software
• HubSpot Email Marketing
• HubSpot Social Media Marketing

• OMCP Online Marketing Certified Associate

FLEXIBLE SCHEDULE

A Different Way to Learn: Degree Programs Designed to Fit Your Life—and All the Demands on Your Time

Professional responsibilities. Family obligations. Personal commitments. At WGU, we understand schedules are tight and often unpredictable for adult students. That’s why we offer a flexible, personalized approach to how education should be. No rigid class schedules. Just a solid, career-focused teaching program that meshes with your current lifestyle. You'll be challenged. You'll work hard. But if you commit yourself and put in the hours needed, WGU makes it possible for you to earn a highly respected degree as a busy working adult.

"The classes are challenging and apply well to the pursuit of professional advancement. As a recent graduate I feel that I have accomplished something substantial and I have a degree that I am proud of."

—Jonathan Ogilvie B.S. Marketing

CAREER OUTLOOK

Success in Business Starts With a College Degree in Marketing

This marketing master's degree program will help you build your technical skills and marketing perception , preparing you for a wide variety of valuable careers in any of the following areas:

• Data analytics

A successful career in marketing analytics requires a solid understanding of how to position a product or service to consumers using consumer research and data. WGU’s online Master of Science in Marketing Analytics is designed to teach you how to strategically position a brand that stands out in a crowded marketplace.

Return on Your Investment

On average, wgu graduates see an increase in income post-graduation.

Average income increase from all degrees in annual salary vs. pre-enrollment salary. Source:  2023 Harris Poll Survey  of 1,655 WGU graduates.

Survey was sent to a representative sample of WGU graduates from all colleges. Respondents received at least one WGU degree since 2017.

Overall employment of advertising, promotions, and marketing managers is projected to grow 10% from 2021 to 2031, faster than the average for all occupations.

—U.S. Bureau of Labor Statistics

Develop a Strategy for Your Marketing Career

Change the course of your career with the help of a marketing analytics master’s degree. 

Marketing Manager

• Market Research Analyst
• Marketing Analyst

Data Analyst

• Director of Marketing

Consumer Insights Specialist

• SEO Manager
• Chief Marketing Officer
• Marketing Analytics
• Data Analysis
• A/B Testing
• Search Engine Optimization
• Consumer Insights
• Keyword Research
• On-page Optimization
• Performance Tracking

WGU Grads Hold Positions With Top Employers

ADMISSIONS & TRANSFERS

Admissions Requirements - Marketing

To be considered for this program, you must:

Submit a transcript verifying receipt of your bachelor’s degree from a recognized, accredited institution.

NOTE: You do not need to take the GRE or GMAT to be admitted to this program. Learn why we don't require these tests.

Transfer Credits

Get Your Enrollment Checklist

Download your step-by-step guide to enrollment.

Get Your Questions Answered

Talk to an WGU Enrollment Counselor.

FAQs about Marketing Analytics Master's Degree

What skills will I acquire with a Master’s in Marketing Analytics?

With WGU’s marketing graduate program, you’ll gain the following skills and more:  

Marketing analytics and insights  

Data analysis skills

A/B testing experience  

What jobs can I get with a Master’s in Marketing Analytics?

Some roles you’ll be prepared for with an M.S. in Marketing Analytics include:  

Market Research Analyst  

Marketing Director  

Is the Marketing Analytics specialization technical?

Yes. This specialization focuses on the more technical aspects of marketing including data analytics, SEO, consumer insights, and more.  

The University

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How to become a market research analyst

Is becoming a market research analyst right for me.

The first step to choosing a career is to make sure you are actually willing to commit to pursuing the career. You don’t want to waste your time doing something you don’t want to do. If you’re new here, you should read about:

Still unsure if becoming a market research analyst is the right career path? Take the free CareerExplorer career test to find out if this career is right for you. Perhaps you are well-suited to become a market research analyst or another similar career!

Described by our users as being “shockingly accurate”, you might discover careers you haven’t thought of before.

How to become a Market Research Analyst

Becoming a market research analyst requires a combination of education, skills development, and practical experience. Here is a guide to help you pursue a career as a market research analyst:

• Obtain a Bachelor's Degree: Start by earning a bachelor's degree in a relevant field such as marketing , business , statistics , mathematics , economics , or social sciences . Some employers may prefer candidates with a master's degree for advanced or specialized roles.
• Gain Relevant Skills: Develop skills in data analysis, statistical analysis, quantitative and qualitative research methods, and proficiency in software tools like Excel, statistical software (e.g., SPSS, SAS), and data visualization tools. Strong communication skills, both written and verbal, are essential for presenting findings effectively.
• Gain Practical Experience: Seek internships, part-time jobs, or volunteer opportunities related to market research, data analysis, or marketing. Practical experience will provide you with hands-on skills and make your resume more attractive to employers.
• Pursue Advanced Education (Optional): Consider pursuing a master's degree (e.g., Master of Market Research, Master of Business Administration) to enhance your knowledge and qualifications. Advanced degrees can open doors to higher-level positions and specialized roles within market research.
• Build a Portfolio: Create a portfolio showcasing your research projects, data analysis skills, and any relevant work or internships. A portfolio provides tangible evidence of your abilities and can impress potential employers during job interviews.
• Network and Join Professional Associations: Attend industry events, conferences, and networking sessions to connect with professionals in the field. Joining organizations like the American Marketing Association (AMA) or the Insights Association can provide access to resources, job postings, and networking opportunities.
• Look for Entry-Level Positions: Apply for entry-level market research analyst positions. Look for job openings on online job portals, company websites, and professional association websites. Tailor your resume and cover letter to highlight your skills and relevant experience.
• Continue Professional Development: Stay updated with industry trends, new research methodologies, and technological advancements. Pursue certifications like the Professional Researcher Certification (PRC) offered by the Insights Association to enhance your credentials.
• Excel in Interviews: Prepare for interviews by practicing common market research questions, showcasing your analytical skills, and demonstrating your ability to translate complex data into actionable insights. Be prepared to discuss specific projects or experiences where you applied your market research skills effectively.

Certifications There are several certifications available for market research professionals that can enhance their skills, credibility, and career prospects. Here are a few notable certifications for market research analysts:

• Professional Researcher Certification (PRC): Offered by the Insights Association, the PRC is a widely recognized certification for market research professionals. It demonstrates expertise in market research principles, ethics, and practices. Candidates need to pass an examination to earn this certification.
• Certified Business Intelligence Professional (CBIP): Offered by the Data Warehousing Institute (TDWI), the CBIP certification covers various aspects of business intelligence, including data analysis and research. While not specific to market research, it can be valuable for professionals involved in data analysis and interpretation.
• Google Analytics Individual Qualification (GAIQ): While not market research-specific, Google Analytics certification demonstrates proficiency in web analytics, which is valuable for market research analysts involved in online data analysis and digital marketing research.
• Microsoft Certified: Data Analyst Associate: Offered by Microsoft, this certification is ideal for professionals working with Microsoft Power BI, a popular business analytics tool. It demonstrates skills in data visualization, modeling, and business intelligence.
• Certified Analytics Professional (CAP): Offered by the Institute for Operations Research and the Management Sciences (INFORMS), CAP certification is suitable for professionals engaged in advanced analytics and data-driven decision-making. It covers various analytics domains, including descriptive, predictive, prescriptive analytics, and data management.
• Qualitative Research Professional (QRP): Offered by the Insights Association, the QRP certification is specific to professionals engaged in qualitative research methods. It validates expertise in qualitative research design, execution, and analysis.

Master of Marketing Research

Our STEM-designated MMR program at the Terry College of Business was the first Master of Marketing Research program in the U.S. and is internationally regarded as the standard of comparison for such programs.

MMR students pass high entrance requirements to be admitted and are then immersed in a rigorous academic program with hands-on use of the same analytics tools and research methods used by marketing research industry to guide business decisions. In addition to the research tools, our program emphasizes business applications and students acquire a solid grounding in marketing strategy.

As a result, our MMR graduates are highly sought after by both the marketing research industry and market intelligence/consumer insights departments of major corporations. Our program maintains ties with many partner corporations who, acting as Advisory Board members , guide the program content for standards and relevancy. With more than 730 MMR alumni, the program’s graduates hold many leadership positions in marketing research and consumer insights.

Is the MMR program right for you?

• Class Profile
• Recruiting and Engagement
• Employment Statistics
• 2023 MMR Info Session

Sigma MMR Newsletter

• Spring 2023

[email protected]

Departments and Program Offices

• MMR Program Office
• Department of Marketing

Best Marketing Research colleges in the U.S. 2024

Best marketing research colleges in the u.s. for 2024.

DePaul University offers 1 Marketing Research degree programs. It's a very large, private not-for-profit, four-year university in a large city.

Purdue University-Main Campus offers 1 Marketing Research degree programs. It's a very large, public, four-year university in a small city.

Michigan State University offers 1 Marketing Research degree programs. It's a very large, public, four-year university in a small city. In 2022, 101 Marketing Research students graduated with students earning 101 Master's degrees.

Texas Tech University offers 2 Marketing Research degree programs. It's a very large, public, four-year university in a large city. In 2022, 31 Marketing Research students graduated with students earning 31 Master's degrees.

Temple University offers 1 Marketing Research degree programs. It's a very large, public, four-year university in a large city. In 2022, 1 Marketing Research students graduated with students earning 1 Master's degree.

University of Pittsburgh-Pittsburgh Campus offers 1 Marketing Research degree programs. It's a very large, public, four-year university in a large city. In 2022, 11 Marketing Research students graduated with students earning 11 Master's degrees.

Washington State University offers 1 Marketing Research degree programs. It's a very large, public, four-year university in a faraway town. In 2022, 7 Marketing Research students graduated with students earning 7 Certificates.

Oklahoma State University-Main Campus offers 2 Marketing Research degree programs. It's a very large, public, four-year university in a faraway town. In 2022, 2 Marketing Research students graduated with students earning 2 Certificates.

University of Missouri-Columbia offers 3 Marketing Research degree programs. It's a very large, public, four-year university in a midsize city. In 2022, 27 Marketing Research students graduated with students earning 27 Certificates.

University of Nebraska-Lincoln offers 4 Marketing Research degree programs. It's a very large, public, four-year university in a large city. In 2022, 2 Marketing Research students graduated with students earning 2 Certificates.

Find local colleges with Marketing Research majors in the U.S.

List of all marketing research colleges in the u.s..

STEM-Certified Marketing Research, Master of Science

STEM-Certified Marketing Research and Analytics

Master of Science

Course Delivery

Total Credits

Minimum Duration

• Program Details

Course Information

Admissions requirements.

• Tuition & Fees

Program Overview

The Master of Science in Marketing Research and Analytics program offers a STEM Master's degree that equips graduates for success in a strategic, research-driven industry that is expanding and evolving. The program prioritizes the real-world application of knowledge and skills, pairing the world-class academic expertise of faculty thought leaders with private-sector leaders in marketing research, such as senior-level executives at the country's leading marketing research firms, corporations and strategic leadership organizations.

The program supports students in accelerating their careers in marketing research by providing a convenient 100% online, 12- month or 20-month option. The Master of Science Marketing Research and Analytics program at the Broad College of business offers a full-time in person cohort (late August), a full-time online cohort (January), and a part-time online cohort option (late August). The fully online program consists of the same courses as the full-time, on-campus program and is taught by the same leading professors through world-class design, online learning formats and virtual classroom instruction.

• The Full-Time Online is a one-year, 30-credit 100% online program, students will begin the program in January.
• The Part-Time Online is a 20-month, 30-credit 100% online program students will begin the program in late August.

Program Highlights

As a program that is designed to fuel a career field with premier job growth and salaries, MSU’s MSMRA degree is ideal for those looking to become the next generation of marketing leaders at the world’s biggest brands.

Our program grants you access to graduate career services for career advancement, virtual career fairs, and virtual mentorship from our MSMRA Advisory Board members. With the program being ranked #1 among marketing research STEM master’s programs, the reputation of your degree will carry weight with employees and recruiters.

Program Outcomes

Students of the Master of Science in Marketing Research and Analytics program will achieve the following:

• Gain skills in traditional marketing research techniques, such as experimental design, sampling, data collection and analysis.
• Become versed in leading-edge marketing technologies, methodologies and software.
• Study with our award-winning marketing faculty.
• Interact with C-level executives in marketing research and insights industry.
• Participate in real-world marketing research, consulting and publication projects.
• Earn the top Master of Science in Marketing Research and Analytics degree in North America.
• Join an analytics-driven and technology-rich marketing and insights industry.

Career Outlook

With a focus on the real-world application of knowledge and skills, the Master of Science in Marketing Research degree provides students with invaluable preparation for excellent employment opportunities and a fulfilling career in marketing research in such settings as corporations, strategic consulting organizations, advertising agencies and marketing research firms. Corporate researcher job titles include the following positions and possible salaries:

• Senior VP or Vice President: $ 279,510*
• Market Research Director/Senior Director: $211,134*
• Director of Marketing: $185,333*
• Market Research Manager: $139,536*
• Consumer Insights Manager: $128,443*
• Brand or Product Manager: $115,333*
• Marketing Manager: $126,600*
• Business Development: $136,333*
• Senior Research Analyst: $113,396*
• Project Manager: $ $107,500*
• Business/Market Analyst: $92,625*
• Research Analyst: $74,107*

*Average annual salary, according to a 2022 study conducted by Quirks Enterprises, Inc.

A Top-Ranked Education

• #1 Master’s Program in Marketing and #2 across all U.S. public online master’s programs in business – U.S. News & World Report Best Online Master’s in Business Programs, 2024
• #1 Master’s Program in Marketing Research and #23 across all master’s programs in marketing globally – QS World University Rankings, 2023
• #1 Master’s Program in Marketing Research and  #7 across all MBA and specialized master’s programs in marketing for North America – Eduniversal, 2022
• #3 in Best Online Master's in Business Programs for Veterans (Excluding MBA) — U.S. News & World Report, 2023
• 31st among Best Public Universities in America — U.S. News & World Report, 2023

Jessica Richards

Senior marketing program director for ms in marketing research and analytics and ms in customer experience management programs.

Jessica Richards is the Senior Marketing MS Programs Director overseeing operations for the #1 ranked MS in Marketing Research and Analytics program (MSMRA) worldwide and North America's first MS in Customer Experience Management Program (MS-CXM). Jessica has been a senior administrator at MSU's Eli Broad College of Business for nearly 12 years, and she is completing her Doctor of Education in Educational Leadership with a concentration in Higher Education Administration (EdD) degree. She also holds a Master of Business Administration (MBA) and a Bachelor of Science in Management (BS) and is an honored military service veteran. Throughout her tenure, the MSMRA program has grown more than 500%, becoming the #1 ranked MS in Marketing Research and Analytics program globally and the most efficient and #1 value program at Michigan State University. Jessica is a champion of positive leadership, inspiring students, staff, professors, and board members to achieve their highest excellence collectively. Jessica was awarded Senior Academic Specialist and selected as the 2021 Broad College Distinguished Staff Member of the Year for exemplary performance.

MKT 805 – Marketing Management (2 Credits) MKT 806 – Marketing Research for Decision Making (2 Credits) MKT 816 – Marketing Analytics (2 Credits) MKT 819 – Predictive Analytics (2 Credits) MKT 831 – Communications in Marketing Research (1 Credit) MKT 832 – Marketing Research Online Communities (1 Credit) MKT 833 – Social Listening & Text Analytics (2 Credits) MKT 834 – Consulting in Marketing Research (1 Credit) MKT 835 – Storytelling in Marketing Research (1 Credit) MKT 843 – International Marketing Research (2 Credits) MKT 856 – Group Research Project (2 Credits) MKT 856 – Capstone Individual Research Project (2 Credits) MKT 865 – Seminar in Market Research (1 Credit) MKT 867 – Sampling & Research Design (2 Credits) MKT 877 – Emerging Research Design & Methods (2 Credits) MKT 880 – Consumer Decision Making & Behavior (2 Credits) MKT 881 – Qualitative Research (1 Credit) MKT 897 – Data Analysis, Integration, & Visualization (2 Credits)

*Offering is subject to change.

Statistics Review Statistics with R Advertising Research Behavioral Economics Syndicated Marketing Research Python for Marketing Research & Analytics

To be accepted to this program, you must have:

• A bachelor's degree from a recognized educational institution with a grade-point average of at least 3.0 in the last two years of undergraduate education.
• Current résumé highlighting relevant education, work, and other experiences.
• GRE or GMAT score.
• Provide scores from accepted language proficiency tests. (Only required if English is not your native language)
• A written academic statement describing your career goals and objects and explaining why you believe our master’s program in marketing research and analytics will help you achieve those goals and objectives. This should be no longer than two typed, double-spaced pages.
• Record a short answer video in the application system, required .
• One letter of recommendation.
• Official transcripts from all previous schools.

GMAT/GRE Waiver Qualifications: The GMAT/GRE score is automatically waived for:

• Full-Time applicants with a 3.5 or higher undergrad cumulative GPA from a U.S. institution. (Those in the 3.4 range can also receive this waiver.)
• Part-Time applicants with a 3.0 or higher undergrad cumulative GPA from a U.S. institution AND 5+ years of relevant work experience.

To apply to this program:

• Complete an online application and pay the application fee.
• Record a short answer video in the application system, required.
• Find the MSMRA Application Checklist and MSMRA Recommendation Letter Form on the MSMRA Program’s website, https://broad.msu.edu/masters/marketing-research/admissions/ .
• Complete the MSMRA Application Checklist, which includes sending recommenders the MSMRA Recommendation Letter Form. Recommenders will follow instructions from the application system to upload the form.
• Upload the required documents to your application.

Application Deadline

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October 1st

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Home / Online Master’s Degree Programs / Online MBA / MBA Career Options: Paths to Success / Market Research Analyst: MBA Careers

How to Become a Market Research Analyst How to Become a Market Research Analyst How to Become a Market Research Analyst

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Companies and organizations rely on market research analysts to examine complex data and information, interpret consumer statistics, and monitor and predict marketing and sales trends. A variety of industries are in need of market research to drive their business initiatives, which keeps the market research analyst role in high demand.

When learning how to become a market research analyst, students should be aware that education is a top priority. Many jobs in the market research field require at least a bachelor’s degree, and while majors can vary, strong analytical and math skills will be most helpful when trying to land on-the-job experience. Obtaining an advanced business degree, like an  online MBA from Maryville University , can also prove beneficial to aspiring and current market research analysts who seek further career advancement within this field.

What Does a Market Research Analyst Do ?

The main task of a market research analyst is to help companies sell their products and services more effectively. By diving into consumer data and analyzing market trends, these professionals can predict how consumers are most likely to act in the future. Companies want to know what products and services people want, when they want them, and at what price.

Skilled market research analysts can pinpoint the target audiences that are most likely to buy specific products. They can also analyze data and translate their findings into more effective marketing strategies. By briefing company leaders about the relative performance of past marketing efforts or price points, they enable their teams to make changes that increase future sales.

Steps to  Become a Market Research Analyst

Becoming a market research analyst requires a few steps, such as earning a bachelor’s degree in a relevant field of study and gaining on-the-job experience to ensure that both math and analytical skills are up to par. Some market research professionals with an advanced business degree have also earned higher salaries and obtained more competitive positions in the field.

Step 1: Earn a Bachelor’s Degree

According to the U.S. Department of Labor, 71 percent of market research analysts hold a bachelor’s degree. Some of the most common fields of bachelor’s study include marketing, business administration, and statistics. Because the role has a range of job functions, each of these degrees can provide different benefits. A marketing degree covers broad topics such as management, policy analysis, and market research, while a statistics degree provides more of the mathematical skills necessary for the job.

Step 2: Gain On-the-Job Experience

As in many professions, becoming a market research analyst requires on-the-job experience, and new graduates may have to work their way up from an entry level role, such as marketing assistant or account executive. However, the demand for market research analysts is high, and there is a lot of opportunity for advancement.

Step 3: Earn a Master’s Degree for Advancement

While a master’s degree is not always required for entry-level or early career market research analyst jobs, it can be helpful and is sometimes a necessity to be considered for advanced, higher-level positions, many of which offer a higher salary. For example, enrolling in an  online MBA  program can help students sharpen their skills in market research and other areas of business, providing a strong foundation for those who are eager to advance in their careers. Some market research analysts also choose to attain a professional researcher certification (PRC), which can increase their status and help them advance even further.

Market Research Analyst Salaries

According to the U.S. Bureau of Labor Statistics (BLS), the 2017 median annual salary for market research analysts was $63,230. Those with ample job experience and graduate degrees, however, can earn more than $114,000 per year. The opportunity for advancement in this job field is strong, which means the market research analyst salary range can vary tremendously by education, industry, company, region, and experience level.

Future Outlook for Market Research Analyst Jobs

Students looking to become market research analysts can benefit from a promising job outlook. The BLS expects the number of market research analyst jobs to increase by 23 percent between 2016 and 2026, a gain of about 138,300 positions. This is significantly higher than the expected 7 percent growth rate for all U.S. occupations in the same period.

The projected future growth of market research analyst jobs is high because many different industries require their services. Any company that sells a product or service relies heavily on statistical analysis to drive its marketing efforts. Market research analysts have become even more valuable in recent years as new technologies have enabled companies to collect and interpret data on a much larger scale.

Learn More About Market Research Analyst Careers

What market research analysts do for their organizations is incredibly valuable, and their skills are in high demand nationwide. There are a number of options available to students who are interested in preparing to take advantage of the opportunities in this rewarding career. Maryville University offers an  online bachelor’s in marketing , an  online bachelor’s in business administration , and an  online bachelor’s in mathematics , which students can complete from home while managing other priorities, such as jobs and families.

Maryville also offers an  online MBA  for students looking to participate in a demanding and rewarding program that can take their career to the next level. Education is the first step in pursuing a career in market research analysis. Begin your journey today by enrolling in an online degree program.

Bureau of Labor Statistics, Market Research Analysts

Upfront Analytics, “How to Become a Market Researcher?”

U.S. News & World Report, “What is a Market Research Analyst?”

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Rawls College of Business

Master of science in marketing research and analytics.

Ranked the No. 17 best online, non-MBA program in the nation in 2021 and named the No. 1 most affordable online master's in marketing in 2020 , the Rawls College Master's in Marketing Research and Analytics (MSMRA) program prepares graduates for success in an ever-expanding industry. With our fully-online, 30-hour program, learn how to design marketing research studies and analyze data using cutting edge analytical tools in a digital economy. Upon graduation, you will have the skills and knowledge needed to be an effective marketing professional in today's fast-paced, information-driven environment.

program highlights

Flexible format.

Our comprehensive, 100% online format accommodates your busy schedule.

Flexible Entry

Options to begin coursework during any semester (start dates in January, June or August) give you the power to begin when you're ready.

Convenient Coursework

All coursework is completed online during times that best fit your schedule.

Self-Paced Learning

Attend class part-time and apply your class knowledge to real-world application in real-time. 

Learn more about the MSMRA program »

Career-Defining Curriculum

We prioritize the real-world application of knowledge and skills to best support students who want to accelerate their careers in marketing research with corporations, strategic consulting organizations, advertising agencies or marketing research firms. Through our comprehensive curriculum, you will learn to connect information about products or services, customers, and markets to business performance metrics and acquire the necessary skills to contribute to important decision-making by using data to improve productivity and profitability.

Core classes include foundational building blocks for today's business leaders:

Marketing Concepts and Strategies

Consumer Behavior Research

Statistical Concepts for Business and Management

Advanced Statistics for Marketing

Measurements and Survey Research in Marketing

Experimental Design and Analysis in Marketing

Digital Marketing Analytics

Qualitative Research in Marketing

customized learning experience

In addition to developing a common body of knowledge in practical business matters, students can complete a concentration and earn globally-recognized certifications.

Concentrations

While no concentration is required, these options provide you the opportunity to create a program that meets your personal academic and career goals.

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Certifications

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program format

The MSMRA program requires 30-credit hours, consisting of specialized marketing research courses. This is a part-time, lockstep program only.

Known for easy accessibility and their collaborative approach to teaching, Rawls College professors draw upon extensive experience and insights afforded by their innovative research. Respected as thought leaders and industry experts, our faculty are sought after for their insight by companies and media outlets. They network extensively within the business community, giving you an insider's view and the tools you will need to lead your chosen field. Our faculty are focused on helping you advance your career.

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supporting your success

Rawls Career Management Center

Whether you are looking to switch careers or advance on your current path, the Rawls Career Management Center (CMC) is dedicated to supporting your success. The CMC staff helps you explore professions and industries, learn strategic career advancement techniques, and connect you with top employers.

Techsan Connection

The Techsan Connection is a free, online platform for Texas Tech alumni. Through the platform, alumni can apply to jobs, reconnect with fellow classmates, network with industry professionals and volunteer to mentor current students.

alumni success

The admission process is the first step toward earning your degree. We will work closely with you to ensure your application process is personal, simple and successful.

Application Requirements

Applicants must have a bachelor's degree. A complete application consists of the following items, to be received by the noted deadlines:

Unofficial Transcripts

Applicants must submit unofficial transcripts from any degree-awarding college or university, as well as any post-secondary institution attended.

Applicants must submit a detailed current resume, indicating professional work experience—including start and end dates (month and year) for each position held. Provide accomplishments and skills acquired, including managerial experience.

Letter of Recommendation

Applicants are required to submit a letter of recommendation. The letter should provide specific examples and anecdotes that illustrate your professional and/or academic potential.

Applicants must write an essay outlining their personal experiences, career goals, past challenges, any other relevant information they'd like the admissions committee to consider.

English Proficiency for International Students

All international applicants must provide proof of English proficiency before their applications can be considered for admission. Only your most recent measure of English proficiency is considered for admission purposes. This test is waived only for graduates of U.S. universities or universities in English proficiency-exempt countries. Applicants who have completed at least two consecutive years at a college or university in the U.S. or in an English proficiency-exempt country, are also exempt from the English proficiency requirement.

Application Deadlines

There is no better time to begin earning your Master's in Marketing Research & Analytics than now.

Applications are accepted on a rolling basis.

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Marketing research - master's (ms).

DEGREE OVERVIEW

The objective of the Master of Science in Marketing Research (MSMR) is to prepare students for successful careers in marketing research, marketing planning, product and brand management, and related fields.

ABOUT THE PROGRAM

• Offered weeknights in Arlington, the 36-credit hour MSMR program blends fundamental theories, contemporary applications, and real-world questions to provide students with the skills necessary to drive successful strategy.
• Students learn how to meld logic with creativity, quantitative data with qualitative insights, and intelligence with intuition to solve marketing problems and create business opportunities.
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CAREER OPPORTUNITIES

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MS - Master of Science in Marketing Research

The objective of the Master of Science in Marketing Research (MSMR) is to prepare students for successful careers in marketing research, marketing planning, product and brand management, and related fields. The curriculum blends fundamental theories, contemporary applications, and real-world questions to provide students with the skills necessary to drive successful strategy.

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Learn more about this program on the Department or College website.

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2023 Marketing Research Degree Guide

Marketing research degrees decreasing.

In 2020-2021, marketing research was the 862nd most popular major nationwide with 229 degrees awarded. This 28 less than the prior year, a decrease of 12.2%.

This year's Best Marketing Research Schools ranking compares 10 of them to identify the best overall programs in the country. Explore this or one of our many other custom marketing research rankings further below.

Best Marketing Research Schools by Degree

Marketing research degree requirements.

A major in marketing research prepares you for careers in which talking to others to convey information effectively is crucial. Required skills include using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems and giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

Prior Education for a Marketing Research Program

marketing research degree applicants generally need have finished high school or their GED. Many schools may also have GPA and SAT/ACT score minimums that must be met. Specific marketing research careers may require a certain level of degree attainment or additional certifications beyond that.

Marketing Research Degree Types

There are many different marketing research degree levels. You can get anything from a in marketing research to the highest marketing research degree, a . The type of marketing research degree you choose will determine how long it takes to get your diploma.

A bachelor's degree is the most common level of education achieved by those in careers related to marketing research, with approximately 35.7% of workers getting one. Find out other typical degree levels for marketing research workers below.

About 59.6% of workers in careers related to marketing research obtain at least master's degrees. See the chart below for the most common degree level workers in marketing research have received.

This of course varies depending on which marketing research career you choose.

Marketing Research Careers

High growth projected for marketing research careers.

Want a job when you graduate with your marketing research degree? Marketing Research careers are expected to grow 19.2% between 2016 and 2026.

The following options are some of the most in-demand careers related to marketing research.

Marketing Research Degree Salary Potential

As you might expect, salaries for marketing research graduates vary depending on the level of education that was acquired.

Highest Paid Marketing Research Careers

Salaries for marketing research graduates can vary widely by the occupation you choose as well. The following table shows the top highest paying careers marketing research grads often go into.

Getting Your Marketing Research Degree

With over 48 different marketing research degree programs to choose from, finding the best fit for you can be a challenge. Fortunately you have come to the right place. We have analyzed all of these schools to come up with hundreds of unbiased marketing research school rankings to help you with this.

Top Ranking Lists for Marketing Research

Best schools marketing research, best value colleges marketing research, marketing research related majors.

One of 4 majors within the Marketing area of study, Marketing Research has other similar majors worth exploring.

Majors Similar to Marketing Research

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Is College Worth It?

1. labor market and economic trends for young adults, table of contents.

• Labor force trends and economic outcomes for young adults
• Economic outcomes for young men
• Economic outcomes for young women
• Wealth trends for households headed by a young adult
• The importance of a four-year college degree
• Getting a high-paying job without a college degree
• Do Americans think their education prepared them for the workplace?
• Is college worth the cost?
• Acknowledgments
• The American Trends Panel survey methodology
• Current Population Survey methodology
• Survey of Consumer Finances methodology

A majority of the nation’s 36 million workers ages 25 to 34 have not completed a four-year college degree. In 2023, there were 19 million young workers who had some college or less education, including those who had not finished high school.

The overall number of employed young adults has grown over the decades as more young women joined the workforce. The number of employed young adults without a college degree peaked around 1990 at 25 million and then started to fall, as more young people began finishing college .

This chapter looks at the following key labor market and economic trends separately for young men and young women by their level of education:

Labor force participation

• Individual earnings

Household income

• Net worth 1

When looking at how young adults are doing in the job market, it generally makes the most sense to analyze men and women separately. They tend to work in different occupations and have different career patterns, and their educational paths have diverged in recent decades.

In 1970, almost all young men whose highest educational attainment was a high school diploma (98%) were in the labor force, meaning they were working or looking for work. By 2013, only 88% of high school-educated young men were in the labor force. Today, that share is 87%.

Similarly, 96% of young men whose highest attainment was some college education were in the labor force in 1970. Today, the share is 89%.

By comparison, labor force participation among young men with at least a bachelor’s degree has remained relatively stable these past few decades. Today, 94% of young men with at least a bachelor’s degree are in the labor force.

The long-running decline in the labor force participation of young men without a bachelor’s degree may be due to several factors, including declining wages , the types of jobs available to this group becoming less desirable, rising incarceration rates and the opioid epidemic . 2

Looking at labor force and earnings trends over the past several decades, it’s important to keep in mind broader forces shaping the national job market.

The Great Recession officially ended in June 2009, but the national job market recovered slowly . At the beginning of the Great Recession in the fourth quarter of 2007, the national unemployment rate was 4.6%. Unemployment peaked at 10.4% in the first quarter of 2010. It was not until the fourth quarter of 2016 that unemployment finally returned to its prerecession level (4.5%).

Studies suggest that things started to look up for less-skilled workers around 2014. Among men with less education, hourly earnings began rising in 2014 after a decade of stagnation. Wage growth for low-wage workers also picked up in 2014. The tightening labor markets in the last five years of the expansion after the Great Recession improved the labor market prospects of “vulnerable workers” considerably.

The COVID-19 pandemic interrupted the tight labor market, but the COVID-19 recession and recovery were quite different from the Great Recession in their job market impact. The more recent recession was arguably more severe, as the national unemployment rate reached 12.9% in the second quarter of 2020. But it was short – officially lasting two months, compared with the 18-month Great Recession – and the labor market bounced back much quicker. Unemployment was 3.3% before the COVID-19 recession; three years later, unemployment had once again returned to that level.

Full-time, full-year employment

Since the Great Recession of 2007-09, young men without a four-year college degree have seen a significant increase in the average number of hours they work.

• Today, 77% of young workers with a high school education work full time, full year, compared with 69% in 2011.
• 83% of young workers with some college education work full time, full year, compared with 70% in 2011.

The share of young men with a college degree who work full time, year-round has remained fairly steady in recent decades – at about 80% – and hasn’t fluctuated with good or bad economic cycles.

Annual earnings

Annual earnings for young men without a college degree were on a mostly downward path from 1973 until roughly 10 years ago (with the exception of a bump in the late 1990s). 3

Earnings have been increasing modestly over the past decade for these groups.

• Young men with a high school education who are working full time, full year have median earnings of $45,000 today, up from $39,300 in 2014. (All figures are in 2022 dollars.)
• The median earnings of young men with some college education who are working full time, full year are $50,000 today, similar to their median earnings in 2014 ($49,100).

It’s important to note that median annual earnings for both groups of noncollege men remain below their 1973 levels.

Median earnings for young men with a four-year college degree have increased over the past 10 years, from $67,500 in 2014 to $77,000 today.

Unlike young men without a college degree, the earnings of college-educated young men are now above what they were in the early 1970s. The gap in median earnings between young men with and without a college degree grew significantly from the late 1970s to 2014. In 1973, the typical young man with a degree earned 23% more than his high school-educated counterpart. By 2014, it was 72% more. Today, that gap stands at 71%. 4

Household income has also trended up for young men in the past 10 years, regardless of educational attainment.

This measure takes into account the contributions of everyone in the household. For this analysis, we excluded young men who are living in their parents’ home (about 20% of 25- to 34-year-old men in 2023).

• The median household income of young men with a high school education is $75,200 today, up from $63,800 in 2014. This is slightly lower than the highpoint reached around 2019.
• The median household income of young men with some college education is $92,200 today, up from $81,100 in 2014. This is close to the 2022 peak of $93,800.

The median household income of young men with at least a bachelor’s degree has also increased from a low point of $118,700 in 2014 after the Great Recession to $145,000 today.

The gap in household income between young men with and without a college degree grew significantly between 1980 and 2014. In 1980, the median household income of young men with at least a bachelor’s degree was about 38% more than that of high school graduates. By 2014, that gap had widened to 86%.

Over the past 10 years, the income gap has fluctuated. In 2023, the typical college graduate’s household income was 93% more than that of the typical high school graduate.

The 2001 recession and Great Recession resulted in a large increase in poverty among young men without a college degree.

• In 2000, among young men living independently of their parents, 8% of those with a high school education were in poverty. Poverty peaked for this group at 17% around 2011 and has since declined to 12% in 2023.
• Among young men with some college education, poverty peaked at 12% around 2014, up from 4% in 2000. Poverty has fallen for this group since 2014 and stands at 8% as of 2023.
• Young men with a four-year college degree also experienced a slight uptick in poverty during the 2001 recession and Great Recession. In 2014, 6% of young college graduates were in poverty, up from 4% in 2000. Poverty among college graduates stands at 5% in 2023.

Labor force trends for young women are very different than for young men. There are occupational and educational differences between young women and men, and their earnings have followed different patterns.

Unlike the long-running decline for noncollege young men, young women without a college degree saw their labor force participation increase steadily from 1970 to about 1990.

By 2000, about three-quarters of young women with a high school diploma and 79% of those with some college education were in the labor force.

Labor force participation has also trended upward for college-educated young women and has consistently been higher than for those with less education.

After rising for decades, labor force participation for young women without a college degree fell during the 2001 recession and the Great Recession. Their labor force participation has increased slightly since 2014.

As of 2023, 69% of young women with a high school education were in the labor force, as were 78% of young women with some college education. Today’s level of labor force participation for young women without a college degree is slightly lower than the level seen around 2000.

The decline in labor force participation for noncollege women partly reflects the declining labor force participation for mothers with children under 18 years of age . Other research has suggested that without federal paid parental and family leave benefits for parents, some women with less education may leave the labor force after having a baby.

In contrast, labor force participation for young women with a college degree has fully recovered from the recessions of the early 2000s. Today, 87% of college-educated young women are in the labor force, the highest estimate on record.

Young women without a college degree have steadily increased their work hours over the decades. The past 10 years in particular have seen a significant increase in the share of employed noncollege women working full time, full year (with the exception of 2021).

• In 2023, 69% of employed young women with a high school education worked full time, full year, up from 56% in 2014. This share is the highest it’s ever been.
• In 2023, 65% of employed women with some college worked full time, full year, up from 58% in 2014. This is among the highest levels ever.

The trend in the share working full time, full year has been similar for young women with college degrees. By 2023, 78% of these women worked full time, full year, the highest share it’s ever been.

Unlike young men, young women without a college education did not see their earnings fall between 1970 and 2000.

The 2001 recession and Great Recession also did not significantly impact the earnings of noncollege young women. In the past 10 years, their median earnings have trended upward.

• For young women with a high school diploma, median earnings reached $36,000 in 2023, up from $30,900 in 2014.
• For those with some college, median earnings rose to $40,000 in 2023 from $37,700 in 2014.

For young women with a college degree, median earnings rose steadily from the mid-1980s until the early 2000s. By 2003, they reached $62,100, but this declined to $55,200 by 2014. In the past 10 years, the median earnings of college-educated young women have risen, reaching $65,000 in 2023.

In the mid-1980s, the typical young woman with a college degree earned about 48% more than her counterpart with a high school diploma. The pay gap among women has widened since then, and by 2014, the typical college graduate earned 79% more than the typical high school graduate. The gap has changed little over the past 10 years.

Noncollege young women living independently from their parents have experienced large household income gains over the past 10 years, measured at the median.

• In 2023, young women with a high school diploma had a median household income of $61,600, up from $48,100 in 2014.
• The pattern is similar for young women with some college education. Their median income rose to $75,200 in 2023 from $64,600 in 2014.

The median household income for young women with a four-year college degree is significantly higher than it is for their counterparts without a degree. College-educated young women have made substantial gains in the past 10 years.

The income gap between young women with and without a college degree has widened over the decades. In 1980, the median household income of young women with a college degree was 50% higher than that of high school-educated women. By 2014, the income gap had grown to 139%. Today, the household income advantage of college-educated women stands at 121% ($136,000 vs. $61,600).

Poverty trends for young women mirror those for young men, although young women are overall more likely to be in poverty than young men. The past 10 years have resulted in a steep reduction in the share of noncollege women in poverty.

• Today, 21% of young women with a high school diploma are living in poverty. This is down from 31% in 2014.
• 15% of young women with some college education live in poverty, compared with 21% in 2014.
• Young women with a college degree are consistently far less likely than either group to be living in poverty (5% in 2023).

Along with young adults’ rising incomes over the past 10 years, there’s been a substantial increase in their wealth. This part of our analysis does not look at men and women separately due to limitations in sample size.

In 2022, households headed by a young high school graduate had a median net worth of $30,700, up from $12,700 in 2013. Those headed by a young adult with some college education had a median net worth of $52,900, up from $15,700 in 2013.

The typical wealth level of households headed by a young college graduate was $120,200 in 2022, up from $46,600 in 2013.

There has not been any significant narrowing of the wealth gap between young high school graduate and young college graduate households since 2013.

Wealth increased for Americans across age groups over this period due to several factors. Many were able to save money during the pandemic lockdowns. In addition, home values increased, and the stock market surged.

• Most of the analysis in this chapter is based on the Annual Social and Economic Supplement collected by the U.S. Census Bureau. Information on net worth is based on a Federal Reserve survey, which interviews fewer households. Due to this smaller sample size, the net worth of households headed by a young adult cannot be broken out by gender and education. ↩
• Bureau of Labor Statistics data indicates that the labor force participation rate for men ages 25 to 54 has been declining since 1953. ↩
• This analysis looks at the earnings of employed adults working full time, full year. This measure of earnings is not uncommon. For example, the National Center for Education Statistics publishes a series on the annual earnings of 25- to 34-year-olds working full time, full year. ↩
• Other studies using hourly wages rather than annual earnings find that the college wage premium has narrowed. For example, researchers at the San Francisco Federal Reserve report that the college wage gap peaked in the mid-2010s but declined by just 4 percentage points to about 75% in 2022. ↩

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