What Is Marketing Research?

Marketing research (MR) is used to discover consumer insights. These insights drive business decisions and marketing strategy in an organization.

Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services in order to identify and assess how consumer behavior is impacted by changes to the marketing mix.

What Do Marketing Researchers Do?

As strategic business partners, marketing researchers leverage their expertise in consumer behavior and discover insights to translate, communicate, and advocate the “voice of the consumer.” They turn data in powerful insights for real-world business applications, sharing their knowledge to help shape the creation of new products, packaging, promotional events, and the development of branding and advertising campaigns.

Careers in Marketing Research

For the qualified researcher career opportunities exist at various types of organizations: within manufacturers, retailing, advertising agencies, consulting companies, independent research companies, and not-for-profit organizations. Many industries rely on marketing research for consumer insights, most notably companies in the consumer packaged goods (CPG) field.

The demand for marketing researchers is strong and growing as highlighted in these recent news articles: “11 of the Fastest-Growing Jobs in America” (salary.com, 12/18/12) and “Best Jobs in America” (money.cnn.com, 10/28/12).

To learn more about a career in Marketing Research, read through "A Job-Seeker's Guide to Careers in Market Research". 

Companies Involved in Marketing Research

The marketing research profession has many different types of companies, as well as consultants, involved in the day-to-day activities of the research process. Check out the over 25 companies that are a part of the A.C. Nielsen Center for Marketing Research external advisory board.

An MBA in Marketing Research

An MBA in marketing research will give you the education, tools, and skills you need to succeed and have a dramatic impact on your career. Most marketing research organizations value, for both the short and long term, candidates who have the technical skills, perspective, management skills, and the leadership and confidence that come with an advanced degree.

Whether your interests lie in behavioral economics, psychology, analytics, statistics, or business strategy, you can gain the necessary experience to further your career at a top marketing research university with the A.C. Nielsen Center’s MBA in Marketing Research. Our specialized curriculum ensures that when you graduate, you are grounded by the principles of business and are a master of consumer insights. 

From the basics of marketing and marketing research to the qualitative methodologies such as in-depth interviews, from focus groups to quantitative methodologies like regression and cluster analysis, our program exposes you to the entire research design, implementation, execution, and analysis process.

Connect with the A.C. Nielsen Center for Marketing Research

The Wisconsin MBA in Marketing Research offered by the A.C. Nielsen Center for Marketing Research at the Wisconsin School of Business can help get you where you want to go whether you are looking to take your career to the next level or transitioning into the MR industry.

We invite you to learn more about our marketing research MBA program, the A.C. Nielsen Center, and the Wisconsin MBA. Request more information or schedule a visit.