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Marketing Research and Analysis

Student working in a lab

The program is designed for marketing majors 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.

Students will gain skills in conducting marketing research and using analytical tools to make, analyze, and communicate data-driven decisions for guiding marketing practice.

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.

 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 contact the following:

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

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

“As a marketing professional in an analytical position, I can attest that marketers must be able to work with data; they must also have the analytical skills to interpret it and communicate the results in an effective manner.ˮ

– Mervin Medina, Paid Media Specialist, SolarWinds

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 will be available, with students in the non-thesis track taking extra electives that are designed to allow them to focus their studies on a particular area of interest. 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. Some of these courses include digital marketing, marketing analytics, and marketing research methods.

Degree Hours Thesis Option Minor Option
M.S. 30 Non-Thesis No minor
M.S. 30 Thesis No minor
McCoy Hall building

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 program is to better prepare marketing professionals for a marketplace that heavily relies on data and analytics. The program will prepare students to conduct marketing research and utilize marketing analytics and to inform marketing strategy decisions. Students will learn to design, evaluate, execute, and effectively communicate results. Special emphasis will be placed on how to best leverage the vast amounts of data that are being collected about customers, products, and other key elements of the organizational environment to increase productivity, profitability, and competitive advantage.

Visit program website ›

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.

Meet our faculty ›

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.

Application Process

Step 1

Review Requirements

Application Deadlines

Deadlines U.S. Citizen International
Fall - Priority January 15 January 15
Fall - Standard June 1 June 1
Spring No Admission No Admission
Summer I No Admission No Admission
Summer II No Admission No Admission

Application Deadline
This program has a firm deadline.

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.

Application 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.

Application Fee

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

  Review important information about application fees.

Transcripts & GPA

  • baccalaureate degree (preferably in business administration or a related field) from a regionally accredited university
  • 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)
  • 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 or GMAT Scores

  • 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.

  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.


Applicants are required to submit TOEFL, PTE, or IELTS scores that meet 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

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

  Review important information about official test scores.