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

Admission

The PLU M.S.M.R. program is competitive. Admission decisions are based on a holistic assessment of the individual merits of each applicant including quantitative ability, potential contribution to the classroom experience and qualities of good character. For questions regarding admission to the M.S.M.R. program, contact the M.S.M.R. director at 253.535.7445.

To apply submit the following:

    • The PLU graduate application is available online at www.plu.edu/msmr/
    • A current résumé detailing work experience and community service
    • All official transcripts from higher education institutions
    • International transcripts should be translated into English. In some cases, a professional transcript evaluation may be required.
    • Statement of Professional Goals, including explanation of quantitative skills
    • Official Graduate Management Assessment Test (GMAT) or Graduate Record Exam (GRE)
      (Note: GMAT/GRE waiver may be available, contact the program director)
    • Two letters of recommendation
    • $55 Application Fee

International applications must also submit:

    • TOEFL or IELTS score report (determination of English proficiency is at the sole discretion of PLU)
    • I-20 Evaluation Documents
    • Declaration of Finances

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

Fast Track Admission

Fast Track applications are for PLU students or recent graduates, from any major, wishing to attend the School of Business graduate school. Students may apply at any time during their PLU experience. Candidates, who meet the Fast Track criteria, remain admitted to a master’s program at PLU provided that they complete their PLU degree with at least minimum qualifications. Please contact the appropriate graduate program director for details.

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.


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

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 (M.S.M.R.) 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 587 : Special Topics in Marketing Research

To provide graduate students with new and developing courses not yet available in the regular curriculum. The title will be listed on the student term-based record as ST: followed by the specific title designated by the academic unit. Selected advanced topics. (1 to 4)

BMMR 588 : Special Topics in Marketing Research

To provide graduate students with new and developing courses not yet available in the regular curriculum. The title will be listed on the student term-based record as ST: followed by the specific title designated by the academic unit. Selected advanced topics. (1 to 4)

BMMR 589 : Special Topics in Marketing Research

To provide graduate students with new and developing courses not yet available in the regular curriculum. The title will be listed on the student term-based record as ST: followed by the specific title designated by the academic unit. Selected advanced topics. (1 to 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)

Last Modified: December 1, 2015 at 10:26 pm