Marketing Research and Analysis (M.S.)

M.S. Marketing Research and Analysis

Use analytical tools for data-driven decisions in marketing.

Program Overview

The Master of Science in Marketing Research and Analysis (MSMRA) program is designed for those interested in marketing or marketing professionals with an interest in advanced studies to enhance their ability to excel as a marketer in today's increasingly data-driven marketplace. Students can attend full-time and graduate in as little as one year or enroll part-time. There are opportunities for fellowships, scholarships, and assistantships.

All McCoy College degree programs are accredited by AACSB International – The Association to Advance Collegiate Schools of Business. The accounting degree programs also hold separate accreditation by AACSB.

Course Work

The 30-hour program is offered face-to-face on the Texas State campus in San Marcos. Both thesis and non-thesis tracks are available. The required courses provide students with the skills and knowledge needed to be effective as a marketing professional in today's fast-paced, information-driven environment including digital marketing, marketing analytics, marketing research methods, and Python for marketing analytics.

DegreeHoursThesis OptionMinor Option
Thesis Option
Minor Option
No minor
Thesis Option
Minor Option
No minor

What Our Alumni Say

“Designed for the working professional, the MSMRA program is ideal for those looking to expand their skill set, maximize their potential, and advance career goals. With an exceptional faculty, thoughtful, relevant course work and a flexible schedule, I was able to successfully balance a demanding work schedule and an active family life while earning my degree.ˮ

— Matthew Jordan, MSMRA Class of 2022

Program Details

The MSMRA curriculum prepares graduates to effectively use the vast amount of data coming into organizations by developing the analytical skills to interpret data, make decisions and effectively communicate findings.

Program Mission

The mission of the Department of Marketing is to prepare a diverse student population to become successful marketing professionals and responsible global citizens in a data driven world. The Master of Science in Marketing Research and Analysis (MSMRA) program readies graduates for positions in marketing that will be involved in creating, analyzing, interpreting, and utilizing data. These positions include marketing managers, market research analysts and marketing specialists, and survey researchers.

Career Options

The MSMRA program readies graduates for positions in marketing that will require compiling, analyzing, interpreting and utilizing data. These positions include marketing managers, market research analysts, and survey researchers with job titles such as strategic data insights analyst, marketing director, marketing analytics manager, consumer insights manager, and digital marketing analyst.

Program Faculty

The marketing department faculty aspires to create value through business-relevant and socially significant research. Their research has been published in leading peer reviewed marketing journals, and they have presented their work at national and international conferences. The intellectual contributions produced by faculty members add to knowledge about marketing practices and contribute toward understanding and improving the relationship between business and society. McCoy graduate students often have the opportunity to work with faculty on research through course work and graduate research assistantships.

Contact The Graduate College for general questions about getting started with your application, funding your degree, and more. If you have program-specific questions after reviewing the program details, we encourage you to contact the following individuals.

Graduate Advisor
Dr. Gail Zank
McCoy Hall (MCOY), Room 412

Graduate Advisor
Dr. Diego Vacaflores
McCoy Hall (MCOY), Room 530


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Application Deadlines

DeadlinesU.S. CitizenInternational
Fall - Priority
U.S. Citizen
January 15
January 15
Fall - Standard
U.S. Citizen
June 1
June 1

This program's deadline is firm. This type of deadline means the application and other application requirements must be submitted by the program's specified deadline day. View the department's website for supporting document deadlines.

Funding Information
Applications must be complete by the priority deadline to be considered for certain types of funding.

Decision Timeline
This program reviews applications on a rolling basis.

Admission Requirements

The items required for admission consideration are listed below. Additional information for applicants with international credentials can be found on our international web pages.

  • Review important information about the online application.

    • $55 nonrefundable application fee
    • $90 nonrefundable application fee for applications with international credentials

    Review important information about application fees.

    • baccalaureate degree (preferably in business administration or a related field) from a regionally accredited university (Non-U.S. degrees must be equivalent to a four-year U.S. Bachelor’s degree. In most cases, three-year degrees are not considered. Visit our International FAQs for more information.)
    • a copy of an official transcript from each institution where course credit was granted
    • a competitive GPA in your last 60 hours of undergraduate course work (plus any completed graduate courses) (Effective Fall 2024: a competitive overall GPA or a competitive GPA in your last 60 hours of undergraduate work, plus any completed graduate courses)
    • knowledge of business functions (management, marketing, finance, accounting, MIS) demonstrated through previous course work and/or work experience

    Review important information about transcripts. Official transcripts, sent directly from your institution, will be required if admission is granted.

  • GRE and GMAT

    • official GRE (general test only) or GMAT required with competitive scores

    For potential test waiver information, please visit the McCoy College of Business GMAT/GRE Waiver website.

    Effective Fall 2024

    • official GMAT/GRE (general test only) not required for applicants with a 3.5 overall GPA or a 3.5 GPA in your last-60-hours of undergraduate course work. If the last-60-hours GPA falls below the minimum requirement, the official GMAT or GRE (general test only) with competitive scores will be required in order to be considered. The Graduate College will notify applicants via email should this occur.

    Approved English Proficiency Exam Scores

    Applicants are required to submit an approved English proficiency exam score that meets the minimum program requirements below unless they have earned a bachelor’s degree or higher from a regionally accredited U.S. institution or the equivalent from a country on our exempt countries list.

    • official TOEFL iBT scores required with a 78 overall and minimum individual module scores of
      • 19 listening
      • 19 reading
      • 19 speaking
      • 18 writing
    • official PTE scores required with a 52 overall
    • official IELTS (academic) scores required with a 6.5 overall and
      • minimum individual module scores of 6.0
    • official Duolingo scores required with a 110 overall
    • official TOEFL Essentials scores required with an 8.5 overall

    This program does not offer admission if the scores above are not met.

    Review important information about official test scores.

    • responses to specific essay questions (two essays are required):
      1. Why have you chosen to pursue a master's degree in marketing research and analysis at Texas State University? How does this program fit your talents or interests and tie to your future career goals?
      2. Tell us about your three most significant accomplishments. How do you think the lessons you learned from them have prepared you for success in graduate school and beyond?
      3. optional personal statement: in cover-letter format, you may address the admissions committee about anything related to your background, application, and/or desire to attend graduate school at Texas State University
    • resume/CV detailing work experience, extracurricular and community activities, and honors and achievements
    • three letters of recommendation from persons best able to assess your ability to succeed in graduate school.

    Review important information about documents.

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