Best institutions to study Marketing Research
A program that prepares individuals to provide analytical descriptions of consumer behavior patterns and market environments to marketing managers and other business decision-makers.
19 U.S. institutions graduated 182 Marketing Research students in 2024–25 (IPEDS). It is CIP 52.1402, a specialization of Marketing (CIP 52.14), and leads most directly to the Marketing Managers occupation (BLS SOC 11-2021).
About Marketing Research programs
A program that prepares individuals to provide analytical descriptions of consumer behavior patterns and market environments to marketing managers and other business decision-makers. Includes instruction in survey research methods, research design, new product test marketing, exploratory marketing, consumer needs and preferences analysis, geographic analysis, and applications to specific products and markets.
Source: National Center for Education Statistics, Classification of Instructional Programs (CIP 2020).
The Marketing Research program, a subset of Marketing, is designed to equip students with the skills necessary to analyze consumer behavior patterns and market environments. This program is ideal for individuals looking to support marketing managers and business decision-makers with data-driven insights and strategic recommendations.
Students will gain expertise in survey research methods, research design, and consumer needs analysis. Coursework emphasizes critical thinking, active listening, and effective communication, providing a solid foundation in marketing strategies and consumer behavior.
Credentials awarded
What Marketing Research graduates earned in 2024–25, by award level (IPEDS completions).
- Award of at least 12 weeks but less than 1 academic year99 graduates / yr · 8 institutions54%
- Master's degree53 graduates / yr · 5 institutions29%
- Postbaccalaureate certificate24 graduates / yr · 4 institutions13%
- Bachelor's degree6 graduates / yr · 2 institutions3.3%
Graduates over time
Marketing Research completions reported to IPEDS each year, all award levels combined.
| Year | Graduates |
|---|---|
| 2012 | 171 |
| 2013 | 161 |
| 2014 | 190 |
| 2015 | 188 |
| 2016 | 197 |
| 2017 | 258 |
| 2018 | 207 |
| 2019 | 202 |
| 2020 | 253 |
| 2021 | 221 |
| 2022 | 313 |
| 2023 | 268 |
| 2024 | 200 |
| 2025 | 182 |
Top 19 institutions for Marketing Research, ranked by graduates
Graduates (IPEDS completions), 2024–25. Award levels show which credentials each institution confers in this specialization.
| # | Institution | Graduates / yr | Grad rate | Net price | Field earnings* (1 yr) |
|---|---|---|---|---|---|
| 1 | Kansas State University Manhattan, KSPublicAward of at least 12 weeks but less than 1 academic year | 39 | 71% | — | $50,468 |
| 2 | William Paterson University of New Jersey Wayne, NJPublicAward of at least 12 weeks but less than 1 academic year | 33 | 44% | — | $37,740 |
| 3 | Texas Tech University Lubbock, TXPublicMaster's | 16 | 69% | — | $49,773 |
| 4 | University of Pittsburgh - Pittsburgh Campus Pittsburgh, PAPublicMaster's | 10 | 85% | — | $46,239 |
| 5 | Southern Illinois University Edwardsville Edwardsville, ILPublicMaster's | 9 | 57% | — | — |
| 6 | Montclair State University Montclair, NJPublicPost-degree cert. | 9 | 65% | — | — |
| 7 | Texas State University San Marcos, TXPublicMaster's | 9 | 55% | — | $48,072 |
| 8 | The University of Texas at Arlington Arlington, TXPublicMaster's | 9 | 54% | — | $43,406 |
| 9 | Pennsylvania State University - World Campus University Park, PAPublicPost-degree cert. | 8 | 34% | — | $50,729 |
| 10 | Mesa Community College Mesa, AZPublicAward of at least 12 weeks but less than 1 academic year | 6 | 16% | — | — |
| 11 | University of Nebraska - Lincoln Lincoln, NEPublicPost-degree cert. | 6 | 67% | — | $51,354 |
| 12 | Washington State University Pullman, WAPublicAward of at least 12 weeks but less than 1 academic year | 6 | 60% | — | $47,051 |
| 13 | Chandler - Gilbert Community College Chandler, AZPublicAward of at least 12 weeks but less than 1 academic year | 6 | 30% | — | — |
| 14 | Scottsdale Community College Scottsdale, AZPublicAward of at least 12 weeks but less than 1 academic year | 5 | 17% | — | — |
| 15 | Lawrence Technological University Southfield, MIPrivate not-for-profitBachelor's | 5 | 61% | $32,679 | — |
| 16 | Phoenix College Phoenix, AZPublicAward of at least 12 weeks but less than 1 academic year | 3 | 14% | — | — |
| 17 | South Mountain Community College Phoenix, AZPublicAward of at least 12 weeks but less than 1 academic year | 1 | 16% | — | — |
| 18 | Fairfield University Fairfield, CTPrivate not-for-profitPost-degree cert. | 1 | 84% | $36,845 | $53,891 |
| 19 | Indiana Wesleyan University - National & Global Marion, INPrivate not-for-profitBachelor's | 1 | 35% | $18,316 | $50,703 |
* Median earnings 1 year after graduation for the broader Marketing field (CIP 52.14) at these institutions; College Scorecard does not publish earnings at the 6-digit level.
Offered in 11 states
Where Marketing Research graduates come from. Each state links to all Marketing programs offered there.
| State | Institutions | Graduates / yr | Top institution by graduates |
|---|---|---|---|
| New Jersey | 2 | 42 | William Paterson University of New Jersey33 / yr |
| Kansas | 1 | 39 | Kansas State University39 / yr |
| Texas | 3 | 34 | Texas Tech University16 / yr |
| Arizona | 5 | 21 | Mesa Community College6 / yr |
| Pennsylvania | 2 | 18 | University of Pittsburgh - Pittsburgh Campus10 / yr |
| Illinois | 1 | 9 | Southern Illinois University Edwardsville9 / yr |
| Nebraska | 1 | 6 | University of Nebraska - Lincoln6 / yr |
| Washington | 1 | 6 | Washington State University6 / yr |
| Michigan | 1 | 5 | Lawrence Technological University5 / yr |
| Connecticut | 1 | 1 | Fairfield University1 / yr |
| Indiana | 1 | 1 | Indiana Wesleyan University - National & Global1 / yr |
Careers & outlook
The payoff after graduation: occupation 11-2021, Marketing Managers, and its national outlook.
Graduates of the Marketing Research program can pursue careers as Marketing Managers, Market Research Analysts, or Survey Researchers. The job outlook is promising, with a projected growth rate of 6.6% and approximately 34,300 annual openings, offering a median wage of $161,030 for professionals in the field.
Top-paying metros
Career pathways for CIP 52.1402
The occupations the NCES crosswalk maps this 6-digit code to, with BLS pay and 10-year outlook.
| Occupation | US median pay | Growth | Openings / yr | Typical entry education |
|---|---|---|---|---|
Marketing Managersprimary SOC 11-2021 | $166,790 | +6.6% Faster than average | ~34,300 | Bachelor's degree |
Market Research Analysts and Marketing Specialists SOC 13-1161 | $78,760 | +6.7% Faster than average | ~87,200 | Bachelor's degree |
Business Teachers, Postsecondary SOC 25-1011 | $99,080 | +5.7% Faster than average | ~8,100 | Doctoral or professional degree |
Survey Researchers SOC 19-3022 | $69,460 | -5.2% Decline | ~700 | Master's degree |
Job Zone Four: Considerable Preparation Needed
- Education
- Most of these occupations require a four-year bachelor's degree, but some do not.
- Experience
- A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
- Training
- Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
Related careers
Skills & knowledge in Marketing Research programs
From the U.S. Dept. of Labor for the occupation this specialization most leads to.
Skills you'll build
Knowledge areas
Abilities that matter most
Day-to-day work activities
What graduates do on the job
- Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
- Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
- Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
- Develop pricing strategies, balancing firm objectives and customer satisfaction.
- Compile lists describing product or service offerings.
- Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
Tools and technology used
Other Marketing specializations
The 4 other 6-digit CIP codes under Marketing (CIP 52.14).
Common questions
What credentials can I earn from this program?+
You can earn an Award of at least 12 weeks, a Master's degree, a Postbaccalaureate certificate, or a Bachelor's degree.
How many colleges offer the Marketing Research program?+
There are 19 colleges in the U.S. that offer this program.
What skills will I develop in this program?+
You will develop skills in critical thinking, active listening, writing, and learning strategies.
What is the typical education required for careers in this field?+
A Bachelor's degree is typically required for careers in marketing research.
What is the CIP code for Marketing Research?+
Marketing Research is CIP 52.1402 in the NCES Classification of Instructional Programs (CIP 2020), a 6-digit specialization within Marketing (CIP 52.14). NCES defines it as: A program that prepares individuals to provide analytical descriptions of consumer behavior patterns and market environments to marketing managers and other business decision-makers. Includes instruction in survey research methods, research design, new product test marketing, exploratory marketing, consumer needs and preferences analysis, geographic analysis, and applications to specific products and markets.
How many institutions offer Marketing Research programs?+
19 U.S. institutions reported Marketing Research graduates in IPEDS 2024–25, across 11 states, awarding 182 credentials in the year. That is 0.3% of all Marketing graduates.
How much do Marketing Research graduates earn?+
Earnings are not published at the 6-digit CIP level by any federal source. The Marketing Managers occupation, which Marketing Research most directly leads to, pays a median of $166,790 a year nationally (BLS OEWS May 2025), and graduates of the broader Marketing field report median earnings of $49,773 one year after graduation (College Scorecard).
About the data on this page
Every figure comes from an official federal or public source. Here is each one and the release it is currently on.
Program definitions are from the NCES Classification of Instructional Programs (CIP 2020). Skills, knowledge, abilities, work activities, tools, and job zones are from the O*NET database by the U.S. Department of Labor, used under the CC BY 4.0 license.
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