Marketing Research: Program Overview, Universities, Careers & Salaries
Program Overview
Marketing Research equips professionals with the analytical expertise to interpret consumer behavior and market dynamics, delivering actionable insights that guide strategic business decisions. This program emphasizes data-driven methodologies to uncover patterns in purchasing habits, market trends, and customer preferences across diverse industries.
- Survey Research Methods: Techniques for designing, administering, and analyzing surveys to gather reliable data on consumer opinions, satisfaction, and behaviors.
- Research Design: Principles for structuring studies to ensure validity, reliability, and relevance in collecting market intelligence.
- New Product Test Marketing: Strategies for evaluating consumer response to upcoming products through controlled market trials and pilot launches.
- Exploratory Marketing: Approaches to investigate undefined or emerging market problems using qualitative techniques and open-ended inquiry.
- Consumer Needs and Preferences Analysis: Tools and frameworks for identifying underlying motivations, desires, and decision-making factors behind consumer choices.
- Geographic Analysis: Methods for assessing market potential and consumer behavior across regional, national, and global locations.
- Applications to Specific Products and Markets: Practical integration of research findings into real-world marketing strategies for targeted goods, services, and customer segments.
Marketing Research Graduate Trends (2010-2024)
Marketing Research Career Pathways & Salary Outlook
The following table presents salary data for occupations typically aligned with Marketing Research degrees, including Marketing Managers, Business Teachers, Postsecondary and Market Research Analysts and Marketing Specialists. These career paths represent common employment outcomes but are not guaranteed for all graduates. Salary ranges vary by location, employer, experience level, and specific role requirements. Nationally, these occupations employ approximately 1,335,620 professionals.
National Average Salaries
| Occupation | Median Salary | Salary Range | Total Employment | Hourly Rate |
|---|---|---|---|---|
| Marketing Managers 11-2021 | $161,030 | $81,900 - $239,200 | 384,980 | $77.42 |
| Business Teachers, Postsecondary 25-1011 | $97,270 | $46,460 - $210,530 | 81,780 | N/A |
| Market Research Analysts and Marketing Specialists 13-1161 | $76,950 | $42,070 - $144,610 | 861,140 | $37.00 |
| Survey Researchers 19-3022 | $63,380 | $36,950 - $118,730 | 7,720 | $30.47 |
Marketing Research Salary Map by State
Geographic location significantly impacts earning potential for these careers. Average salaries range from $64,133 in Maine to $128,503 in Massachusetts—a 100% difference. The highest-paying states include Massachusetts, District of Columbia, and California. Nationwide, these occupations employ over 1,335,620 professionals across all states. Explore the interactive map below to compare regional compensation and identify optimal markets for your career goals.
Average Salary Range:
Top Universities for Marketing Research by Graduate Enrollment
Below are the top 30 institutions offering Marketing Research programs for the 2023-2024 academic year (the most recent data reported as of 2025), ranked by the number of graduates. The highest graduate enrollment in Marketing Research is found at Kansas State University (K‑State) (25 graduates), Texas Tech University (TTU) (22 graduates), Chandler-Gilbert Community College (CGCC) (15 graduates), University of Chicago (UChicago) (13 graduates), and William Paterson University of New Jersey (13 graduates). Combined, these colleges produced 200 graduates across all degree levels. Program availability varies by award level, including Associate, Bachelor's, Master's, and Doctoral degrees at participating universities and schools.
| College Name | Award Levels | Graduates | Location | Control | Website |
|---|---|---|---|---|---|
| Kansas State University (K‑State) |
Other Award
|
25 | Manhattan, Kansas | Public | k-state.edu |
| Texas Tech University (TTU) |
Master's
|
22 | Lubbock, Texas | Public | ttu.edu |
| Chandler-Gilbert Community College (CGCC) |
Other Award
|
15 | Chandler, Arizona | Public | cgc.maricopa.edu |
| University of Chicago (UChicago) |
Postbac Cert.
|
13 | Chicago, Illinois | Private | uchicago.edu |
| William Paterson University of New Jersey |
Other Award
|
13 | Wayne, New Jersey | Public | wpunj.edu |
| University of Pittsburgh |
Master's
|
13 | Pittsburgh, Pennsylvania | Public | pitt.edu |
| Pennsylvania State University |
Postbac Cert.
|
12 | University Park, Pennsylvania | Public | worldcampus.psu.edu |
| Texas State University (TXST) |
Master's
|
11 | San Marcos, Texas | Public | txst.edu |
| The University of Texas |
Master's
|
9 | Arlington, Texas | Public | uta.edu |
| Washington State University (WSU) |
Other Award
|
9 | Pullman, Washington | Public | wsu.edu |
| Southern Illinois University (SIUE) |
Master's
|
8 | Edwardsville, Illinois | Public | siue.edu |
| Mesa Community College (MCC) |
Other Award
|
6 | Mesa, Arizona | Public | mesacc.edu |
| Montclair State University |
Postbac Cert.
|
6 | Montclair, New Jersey | Public | montclair.edu |
| Scottsdale Community College (SCC) |
Other Award
|
5 | Scottsdale, Arizona | Public | scottsdalecc.edu |
| Glendale Community College (GCC) |
Other Award
|
4 | Glendale, Arizona | Public | gccaz.edu |
| Phoenix College (PC) |
Other Award
|
4 | Phoenix, Arizona | Public | phoenixcollege.edu |
| Lawrence Technological University (LTU) |
Bachelor's
|
4 | Southfield, Michigan | Private | ltu.edu |
| Fairfield University |
Postbac Cert.
|
3 | Fairfield, Connecticut | Private | fairfield.edu |
| Montcalm Community College (MCC) |
Associate's
|
3 | Sidney, Michigan | Public | montcalm.edu |
| University of Nebraska (UNL) |
Postbac Cert.
|
3 | Lincoln, Nebraska | Public | unl.edu |
| Temple University |
Master's
|
2 | Philadelphia, Pennsylvania | Public | temple.edu |
| Indiana Wesleyan University |
Bachelor's
|
2 | Marion, Indiana | Private | indwes.edu |
| Michigan State University (MSU) |
Master's
|
1 | East Lansing, Michigan | Public | msu.edu |
| Lindenwood University |
Postbac Cert.
|
1 | Saint Charles, Missouri | Private | lindenwood.edu |
| Plymouth State University (PSU) |
Postbac Cert.
|
1 | Plymouth, New Hampshire | Public | plymouth.edu |
| Oklahoma State University (OSU) |
Postbac Cert.
|
1 | Stillwater, Oklahoma | Public | okstate.edu |
| Pennsylvania State University |
Postbac Cert.
|
1 | University Park, Pennsylvania | Public | psu.edu |
| Bellevue College (BC) |
Certificate (1-2 yrs)
|
1 | Bellevue, Washington | Public | bellevuecollege.edu |
| University of Massachusetts Global (UMass Global) |
Postbac Cert.
|
1 | Irvine, California | Public | umassglobal.edu |
| Estrella Mountain Community College (EMCC) |
Other Award
|
1 | Avondale, Arizona | Public | estrellamountain.edu |
Frequently Asked Questions
Find answers to the most common questions about Marketing Research programs
How much can I earn with a Marketing Research degree?
Salaries for Marketing Research graduates vary by role and location. Marketing Managers earn a median of $161,030 annually, while Business Teachers, Postsecondary earn around $97,270. Geographic location significantly impacts earnings—professionals in Massachusetts average $128,503 compared to $64,133 in Maine. Approximately 1,335,620 professionals work in related occupations nationwide.
Salary data from U.S. Bureau of Labor Statistics OEWS program, May 2024. Earnings vary by experience, employer, and market conditions.
Which universities have the largest Marketing Research programs?
Currently 30 accredited institutions offer Marketing Research degrees across the U.S. Programs with the highest enrollment include Kansas State University (K‑State) (25 graduates), Texas Tech University (TTU) (22 graduates), and Chandler-Gilbert Community College (CGCC) (15 graduates).
Program size doesn't necessarily indicate quality—consider factors like faculty expertise, production opportunities, location, and available degree levels when choosing a school.
Data based on IPEDS program completions for 2023-2024 academic year. Numbers reflect programs where students graduated.
Is enrollment in Marketing Research growing or declining?
Graduate numbers have increased over the past decade, rising from 169 in 2010 to a peak of 257 in 2020, before declining slightly to 200 in 2023-24. This represents a 18% increase overall from 2010.
The field remains specialized with steady interest, though opportunities are most concentrated in major metropolitan areas with active arts scenes like New York, California, and Illinois.
Graduate enrollment data from IPEDS, 2010-2024 academic years. Trends reflect reported completions at participating institutions.
What career paths are available with a Marketing Research degree?
This degree prepares you for roles such as Marketing Managers, Business Teachers, Postsecondary, and Market Research Analysts and Marketing Specialists. Related occupations employ approximately 1,335,620 professionals nationwide.
Skills in project management, creative leadership, and collaboration also transfer to event planning, arts administration, marketing, and corporate training roles. Many professionals work freelance or on a project basis across theatre, film, and live events.
Career pathways mapped using CIP-SOC crosswalk from the National Center for Education Statistics. Employment data from BLS OEWS May 2024.
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