Mission
The MS in Marketing Research, offered by the College of Business of The University of Texas at Arlington since the late 80s, is focused on applied research to discover and solve problems in key business areas such as product development, marketing strategy, pricing, product distribution, and customer experience.
Career Paths
The UTA MSMR degree is a solid foundation that has opened doors to many career paths across industries for MSMR alumni. Graduates can pursue roles in research firms, corporate marketing teams, consulting firms, technology companies, and even nonprofit organizations.
Many of us work as insights managers, research analysts, qualitative researchers, UX researchers, marketing managers, brand and product managers, CMOs, and even CEOs. This degree can really lead you to many career paths in business as an individual contributor or as a team leader.
Degree Plan
The MSMR program consists of 36 credit hours and can be completed in approximately 16 months as a full-time student.
It is a hands-on, flexible program that allows students to start in the Spring and Fall semesters.
Curriculum Areas Include
- Research designs for decision-making
- Buyer behavior
- Advanced research methods
- Qualitative research,
- Product management
- Marketing analytics
- Marketing strategy
- Internship
Admission Criteria
Admission to the Master’s in Marketing Research (MSMR) program is a highly selective process designed to identify candidates with the analytical skills, strategic thinking, and academic excellence necessary to thrive in the dynamic field of research applied to business. The program’s rigorous criteria ensure that admitted students have the intellectual curiosity, communication skills, quantitative aptitude, and business acumen to succeed in the current data-driven economy.
The program seeks applicants with strong academic backgrounds, relevant professional experience, and a demonstrated ability to analyze complex business problems. The selection process evaluates candidates holistically, considering:
- Academic excellence through previous coursework (3.0+ GPA) from accredited schools and test scores (GMAT/GRE)
- Quantitative and communication skills
- Professional experience indicating strong potential for success in research applied to business
- Letters of recommendation
- Personal statement
Many applicants ask if GMAT/GRE test scores are required. The short answer is Yes!
These tests help gauge verbal and quantitative aptitudes, particularly now that research has shown GPAs are suffering from inflation at all education levels.
Preparation for GMAT and GRE tests also indicates commitment and interest in this business degree.
Only the most qualified and driven individuals are admitted, ensuring a challenging yet rewarding learning environment.
How to Apply
Useful links for more information about the application process, deadline and needed investment.
The Master’s in Marketing Research (MSMR) program is committed to making high-quality education accessible to talented students by offering a range of scholarship opportunities for both new and continuing students. These scholarships help alleviate financial burdens, allowing students to focus on developing their expertise and advancing their careers in marketing research.
The MSMR program is strengthened by its Industry Advisory Council, a distinguished group of senior marketing research professionals and business leaders who bridge the gap between academia and industry. This council plays a crucial role in ensuring that the program remains aligned with the evolving needs of the field while providing students with unparalleled access to industry insights, mentorship, and career opportunities.
The Advisory Board came into existence in 1994 under the leadership of Jerry Thomas, founder and CEO of Decision Analyst in Arlington, TX, who was the Chair until 2007. It includes recognized leaders in marketing research from major corporations around the world. Board members represent a broad cross-section of businesses and organizations.
What is the purpose of the advisory board?
The purpose is to provide strategic guidance to the MSMR program and to bring real-world perspective and experience to the faculty and to the classroom. It is largely a roll-up-the-sleeves working Council, not an honorary club. Typically, the Council attends each of the two annual meetings (Spring and Fall), where they interact with students and participate in sessions to guide the program.
Advisory Council members make financial contributions each year to the MSMR Sustaining Fund, which provides student scholarships and helps support student recruiting efforts and program management.
Who is on the Advisory Board?
To see a current list of advisory Council members, please visit UTA’s MSMR website.
Interested in becoming an MSMR Council member?
Contact Michaela Mora, the MSMR Program Director and Graduate Advisor.
Michaela Mora
MSMR Program Director & Graduate Advisor
Join Us in Building the Future of the Research to Guide Business Decisions
The MSMR program trains future marketing researchers who provide the insights that drive strategic business decisions. Your support helps us equip students with the skills to analyze data, understand consumer behavior, and guide companies in making informed choices.
How Your Donation Makes an Impact:
Fund Scholarships – Support students in becoming the next leaders in marketing research. Enhance Learning – Provide access to real-world projects, advanced tools, and industry mentors. Strengthen Business Impact – Help develop researchers who deliver insights that shape successful business strategies.
By investing in our students, you’re investing in the future of data-driven decision-making. Donate today to support the next generation of marketing research professionals!
