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Field of Study: Marketing Research


Marketing research is the study of consumer behaviors.



Marketing research students learn to gather information that helps managers make decisions about what products or services to produce or sell.

Marketing research programs include topics such as:

  • Survey research methods
  • Market testing
  • Consumer needs and preferences
  • Geographical analysis

Students learn to understand what makes consumers buy products or services. Programs usually include courses in psychology, statistics, and research methods.

A few colleges and universities offer bachelor's degrees in marketing research. It is sometimes possible to specialize in marketing research within a general management or business program. A bachelor's degree usually takes four years of full-time study.

A few universities also offer graduate degrees in marketing research. One option is to focus on marketing research while earning a Master of Business Administration (MBA) degree. A master's degree typically requires two years of study beyond a bachelor's degree. Doctoral (PhD) degree programs usually require two or more years of study beyond the master's degree.