Master of Science in Marketing Research (M.S.M.R.)


The PLU M.S.M.R. program is competitive. Selection is based on several criteria including quantitative ability and potential contribution to the classroom experience. The Graduate Admission Committee bases decisions on a holistic assessment of the individual merits of each applicant. For questions regarding admission to the M.S.M.R. program, contact the M.S.M.R. director at 253.535.7244.

To apply submit the following:

  • The PLU graduate application is available online at
  • A current resume detailing résumé detailing work experience and community service
  • All official transcripts from higher education institutions
  • Statement of Professional Goals, including explanation of quantitative skills
  • Official Graduate Management Assessment Test (GMAT) or Graduate Record Exam (GRE
    (GMAT/GRE waiver may be available, contact the program director)
  • Two letters of recommendation
  • $40 Application Fee

International applications must also submit:

  • TOEFL or IELTS score report
  • I-20 Evaluation Documents
  • Declaration of Finances

An interview with the M.S.M.R. Graduate Admission Committee may be requested.

Applications are evaluated individually, based on multiple factors indicating equivalence to admission standards, a promise of success in graduate school, qualities of good character, and potential contributions to the educational mission of graduate study.

For information contact the Graduate School Admission or School of Business

38 semester hours

Fall Semester
16 semester hours

  • BMMR 502: Marketing Strategy (4)
  • BMMR 504: Quantitative Marketing Research (4)
  • BMMR 506: Sampling and Experimental Design (4)
  • BMMR 508: Qualitative Marketing Research (4)

January Term
2 semester hours

  • BMMR 598: Graduate Research Project in Marketing (2)

Spring Semester
16 semester hours

  • BMMR 524: Advanced Research Methods (4)
  • BMMR 526: Big Data and Digital Analytics (4)
  • BMMR 528: Consumer Behavior and Customer Relationship Management (CRM) (4)
  • BMMR 530: Data Mining (4)

Summer Term
14 semester hours

  • BMMR 599: Graduate Research Project in Marketing II (4)

Master of Science in Marketing Research Courses

BMMR 502 : Marketing Strategy

This course will provide frameworks and tools to solve strategic-level marketing problems. Emphasis will be on the information needs of senior marketing executives and how marketing research informs marketing decisions. May include a service learning component. (4)

BMMR 504 : Quantitative Marketing Research

Methods and techniques of quantitative marketing research. Emphasis on research design, data collection, basic data analysis including chi-square, correlation, ANOVA and regression as well as interpretation and presentation of results. Students will work in groups to provide a custom research project for a business or non-profit client. (4)

BMMR 506 : Sampling and Experimental Design

Identification of issues associated with sampling. Will study the various approaches to sampling and experimental design and the application to real world problems. (4)

BMMR 508 : Qualitative Marketing Research

Methods and techniques of qualitative marketing research. Will examine focus groups, depth interviews, projective techniques, ethnography and other qualitative techniques. (4)

BMMR 524 : Advanced Research Methods

Emphasis on data analysis and interpretation using multivariate techniques including principal component and factor analysis, logistical regression, discriminant analysis, cluster analysis, perceptual mapping, structural equation modeling and other techniques. Prerequisites: BMMR 502, 504, 506. (4)

BMMR 526 : Big Data and Digital Analytics

This course provides a broad overview of analytic strategies for (structured and unstructured) data collected in interactive channels (online, mobile, social, etc). Topics covered include web analytics, big data, and key performance indicators, how to analyze the effectiveness of social media, and how to optimize the digital experience by incorporating testing and experimentation. Prerequisites: BMMR 502. (4)

BMMR 528 : Consumer Behavior and Customer Relationship Management (CRM)

This course provides an overview of theories on consumer behavior as well as concepts and applications of CRM. The focus is on analytical techniques for use with an organization’s customer database and on how to enhance the company’s relationship with customers. The course includes detailed discussions of the ethical use of customers’ information as well as consumers’ privacy concerns. Prerequisites: BMMR 502. (4)

BMMR 530 : Data Mining

This course will examine both descriptive and predictive techniques in data mining. The core topics to be covered in this course include classification, clustering, association analysis, and forecasting with an emphasis on the use of software tools for making evidenced-based decisions. Legal and ethical restrictions on use of customer information will be discussed. Prerequisites: BMMR 502. (4)

BMMR 598 : Graduate Research Project in Marketing I

Students will work independently with faculty to develop a research proposal and survey design for original research which may be targeted for journal publication. At the end of the term the student will be prepared to begin collecting data for next phase of this project. Prerequisites: BMMR 502, 504, 506, 508. (2)

BMMR 599 : Graduate Research Project in Marketing II

Students will work independently with faculty to complete the marketing research project and write a publishable research article with intent to submit to a targeted journal. Prerequisites: BMMR 524, 526, 528, 530, 598. (4)