MS in Marketing Research & Analysis

graduate students sitting in a lecture

Technology, the proliferation of internet users on mobile devices, social media and an enormous growth in data has undeniably transformed the marketing landscape. As a result, more and more organizations are in need of marketing professionals who have the skillset to conduct thorough market research, data analysis, and apply the results.

The master of science in marketing research and analysis degree at Texas State University is a flexible, part-time specialized program that will teach you cutting edge techniques to conduct quantitative and qualitative data analysis, and to interpret that data to make effective marketing decisions.

We prioritize helping you develop real-world knowledge including the technology-related skills used in digital marketing and marketing analytics that employers desire. Learn to work closely with creative, advertising, sales and executive leaders to help take any organization to the next level. 

Boost your career with an MS in marketing research and analysis from Texas State. 

AACSB Accredited

Flexible Schedule

Renowned Faculty

Growing Field

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  • Degree Concentration Hours Thesis Option Minor Option


    No concentration



    No minor


    No concentration



    No minor

  • MKT 5321 Marketing Management

    A study of the planning and coordination of marketing functions, marketing policies, and the analysis of marketing administration.

    MKT 5322 Marketing Research Methods

    An advanced study of the marketing research process to include problem formulation, determination of sources of information and research design, design of data collection forms, design of the sample, collection of the data, analysis and interpretation of the data, preparation of the research report, and oral presentation of the research findings.

    MKT 5323 Qualitative Research in Marketing

    This course examines qualitative methods as used in marketing and market research. Topics include the design and execution of qualitative research projects using various qualitative methodological approaches. Activities include application of qualitative methods for conducting research. Students will apply learning in a qualitative research project.

    MKT 5335 Services Marketing

    Services dominate the U.S. economy and are becoming critical for competitive advantage in companies across the globe and in all industry sectors. This course examines the foundations of services marketing, which are necessary to create, promise, and deliver a successful, interactive customer experience.

    MKT 5340 Digital Marketing

    This course examines marketing strategies in the digital environment. It examines the latest technology and analytical tools used in e-marketing and e-commerce, including online advertising, mobile marketing, social media marketing, search marketing, email marketing, and web analytics. 

    MKT 5345 Marketing Analytics

    This course is a study of the scientific approach that connects customer data and competitive information to drive marketing decision-making. The course explores customer data analysis techniques and their theoretical foundations that are applied to real world business problems. Students will learn software, conduct data analysis and communicate the results. Prerequisite: MKT 5321 and QMST 5334 both with grades of "C" or better or instructor approval.

    MKT 5350 Strategic Marketing Analysis and Planning

    This course examines strategic marketing decision making through the analysis and interpretation of marketing intelligence, metrics, and dashboards. Topics will include data-driven decision making on marketing challenges pertaining to customers, brands, marketing mix decisions, online strategy and social media, market performance, and firm profitability. Prerequisite: MKT 5322 with a grade of "C" or better.

    MKT 5395 Independent Study in Marketing

    Individual problems or topics will be designed and completed to emphasize selected areas of study in Marketing. Prerequisite: Instructor approval.

    MKT 5397E Social Media Marketing

    A conceptual foundation and practical approach for developing a social media marketing plan will be presented. Students will gain hands-on experience using social media strategically to achieve desired marketing goals through hands-on projects. Students will also earn applicable certifications, which will provide tangible evidence of the skills acquired in this course. 

    MKT 5397F Contemporary Topics in Marketing Analysis: Market Analysis, Geospatial Analysis & Growth Hacking

    This course covers contemporary topics and analytical tools in marketing analysis. Students will learn (1) concepts and methods in market analysis, (2) analytical and mapping tools in geospatial data and information, and (3) concepts and methods in growth hacking. Prerequisite: MKT 5321 and QMST 5334 both with a grades of “C” or better or instructor approval.

    MKT 5398 Internship in Marketing

    Internship in marketing is an external employer supervised, experiential learning course that enables a student to integrate professional and graduate business coursework. Prerequisite: Instructor approval.

    MKT 5399A Thesis

    This course represents a student’s initial thesis enrollments. No thesis credit is awarded until student has completed the thesis in Marketing Research and Analysis.


    This program has a firm deadline, which means applications received after the posted deadline may be reviewed on a first-come, first-served basis, with no guarantees for admission consideration.


    Applications must be complete by the priority deadline to be considered for certain types of funding.


    This program reviews applications on a rolling basis.

    Deadlines U.S. Citizen International
    Fall - Priority January 15 January 15
    Fall - Standard* July 1 July 1
    Spring No Admission No Admission
    Summer I No Admission No Admission
    Summer II No Admission No Admission
  • Application

    Application Fee

    • $55 nonrefundable application fee
    • $90 nonrefundable application fee for applications with international credentials
    • Review important information about application fees.

    Transcripts & GPA

    • baccalaureate degree (preferably in business administration or a related field) from a regionally accredited university
    • a copy of an official transcript from each institution where course credit was granted
    • a competitive GPA in your last 60 hours of undergraduate course work (plus any completed graduate courses)
    • knowledge of business functions (management, marketing, finance, accounting, MIS) demonstrated through previous course work and/or work experience

    Review important information about transcripts. Official transcripts, sent directly from your institution, will be required if admission is granted. 

    GRE or GMAT Scores*

    • Official GRE (general test only) or GMAT required with competitive scores

    Effective Spring 2021:

    • official GRE (general test only) or GMAT required with competitive scores

    Review important information about official test scores.


    • responses to specific essay questions (two essays are required):
      • Why have you chosen to pursue a graduate business degree at Texas State University? What do you hope to accomplish during your time in the program?
      • Tell us about your three most significant accomplishments. Why do you view them as such? What lessons did you learn from them?
      • optional personal statement: In cover-letter format, you may address the admissions committee about anything related to your background, application, and/or desire to attend graduate school at Texas State University.
    • resume/CV detailing work experience, extracurricular and community activities, an honors and achievements
    • three letters of recommendation from persons best able to assess the student's ability to to succeed in graduate school
    • Review important information about documents.

    TOEFL or IELTS Scores

    Applicants are required to submit TOEFL or IELTS scores that meet the minimum program requirements below unless they have earned a bachelor’s degree or higher from a regionally accredited U.S. institution or the equivalent from a country on our exempt countries list.

    • official TOEFL iBT scores required with a 78 overall and minimum individual module scores of:
      • 19 listening
      • 19 reading
      • 19 speaking
      • 18 writing
    • official IELTS (academic) scores required with a 6.5 overall and
      • minimum individual module scores of 6.0
    • This program does not offer admission if the scores above are not met.
    • Review important information about official test scores.


As data collection and analysis becomes the primary source for business decisions, a need has evolved for a managerial workforce capable of effectively using this vast amount of data to help lead organizations. We understand employer needs and have designed the graduate marketing research and analysis program to help you further your career. 

Courses will provide you with the skills to succeed as a marketing professional in today’s fast-paced data-driven world, and include: 

  • digital marketing
  • marketing analytics
  • marketing research methods
  • strategic marketing analysis and planning
  • marketing management

Exceptional Career Perspectives

The right set of skills can prove to be fundamental for the success of prospective market research analyst and many employers are now preferring individuals with a master’s degree. Because of the growing importance of technology and data, employment for market research analysts is expected to grow 20 percent from 2018 to 2028. 

Possible careers paths for graduates include: 

  • strategic data insights analyst
  • marketing director
  • marketing analytics manager
  • consumer insights manager
  • digital marketing analyst 

Upcoming Events

Master Of Science in Marketing Research and Analysis (MSMRA) INFORMATION SESSIONS via Zoom 

June 14 (Tuesday) 5:30PM- 6:30PM CDT

Email Dr. Gail Zank, MSMRA Program Coordinator, at to request the Zoom link

Fund Your Studies

We want to do everything we can to help you obtain a graduate education, that’s why Texas State offers a variety of resources to help you get the financial support you need to obtain your degree.

Ready to Apply?

Start the graduate school admissions application process.

Do You Have Questions?

Get information about this program.