Master of Marketing Research (MMR)

Master of Marketing Research (MMR) is a graduate degree program that may be from one to three years in length. About 75 percent of the full-time programs can be completed in about one year while part-time MMR degrees usually require a minimum of two years for completion. Students pursuing this degree study the aspects of research in the field of marketing. Unlike an MBA, which is a general business degree, MMR focuses solely on the aspects of marketing research.

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The first Master of Marketing Research was developed by the Terry College of Business in 1979. Marketing faculty, together with leading marketing research professionals, developed a curriculum that "was designed to develop marketing research professionals of the highest caliber and thereby satisfy a critical need of U.S. business

Generally, MMR combines classroom work with real-world research opportunities and special projects. MMR courses stress practical application to real-world marketing research problems, rather than the theoretical application suggested in most bachelor's business degrees.It gives specific instruction on research methodology, variable coding, and database construction and management. Classroom topics might include database management, focus group development, statistics in marketing, and consumer behavior.

The MMR degree may also be known as the Master of Science in Marketing Research (MSMR) or Master of Science in Marketing Analysis (MSMA). Similar in nature to the MMR. is MBA with an emphasis in marketing research. In Canada, the degree is known as Master of Business-Marketing/Analysis. In Australia, the degree is known as Master of Business in Marketing Research (MBMR) at Edith Cowan University, and as Master of Marketing (M.Mrkt.) at the University of Tasmania. In Europe, the degree is known as Master in Market Research and Consumer Behavior at IE University/IE Business School and as Master of Marketing Analysis at Ghent University. 

Dr. Sibu C. Chithran

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