Master of Market Research

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Master of Market Research

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Course Offerings

MMR 583 Principles of Market Research with Strategic Application (3 semester hours; .75 credit)
An overview of marketing research focusing on the marketing research key concepts and tools in the field. The use of primary and secondary data as well as qualitative and quantitative approaches from a strategic, decision making perspective. The course will cover the relevance of customer relationship marketing, consumer insight as well as data collection methods.

MMR 584 Use of Social and Digital Media in Research (3 semester hours; .75 credit)
An in-depth look at the use of social and digital media and its application in marketing research to drive decision making. Emphasis is placed on appropriate application of social/digital media, and data collection methods. Understanding and applying secondary data within business needs will also be stressed.

MMR 585 Marketing Strategy and Research Practicum, Part 1 (3 semester hours; .75 credit)
Course will meet with an actual client to solve a strategic business challenge and marketing research need. Students will apply knowledge from MBA 583, and MBA 584 to determine management issues, identify research approach, and develop the survey instrument with a focus on data needs. Strong emphasis on project and client relationship management is also core to this practicum. Prerequisites: MMR 583 and MMR 584.

MMR 586 Marketing Strategy and Research Practicum, Part 2 (3 semester hours; .75 credit)
Students will meet with an actual client to solve a strategic business challenge and marketing research need. Students will apply knowledge from MBA 583, MBA 584 and MBA 585 to determine management issues, identify research approach, and develop survey instrument with a focus on data needs. Strong emphasis on project and client relationship management is also core to this practicum. This course include the use of SPSS software in the analysis of data and finally a presentation and report are developed and presented to the client with recommendations for next steps based on the research findings. Prerequisites: MMR 583, MMR 584, MMR 585.

MMR 587 Managing the Research Process (3 semester hours; .75 credit)
(Also known as project management for researchers) The aspects of project management are developed in this course, through the use of readings, experiential exercises, role playing and case studies. This course will provide the skills to move professional researchers from highly focused research areas into broader research management. Prerequisites: MMR 583 and MMR 584.

MMR 588  Sampling Techniques for the Advanced Researcher (3 semester hours; .75 credit)
This course is relevant for the advanced researcher as it delves more deeply into the role of sampling in the research process. This course utilizes applied statistical methods, but differs from most statistical methods courses in that it focuses on the role of data collection and design for the researcher. The course examines problem situations of applying sampling methods to consumer populations. At a moderately advanced statistical level, this course will provide insight for the researcher that wants a deeper understanding of the sampling approach.

MMR 589 Data Management and Mining in the Research Process (3 semester hours; .75 credit)
This course is relevant for the advanced researcher as it will provide insights into broader data exploration that will help with business/research problem solving. Also, it will provide actionable insights such as classification, prediction and reduction of data. The combination of exploration along with the more tactical aspects will allow the students to learn to develop skills around decision making, providing a deeper understanding of client’s secondary data in order to guide/direct a well-rounded research study. 

MMR 590 Advanced Research Practicum (3 semester hours; .75 credit)
A practicum experience that revolves around an actual case situation in which students must implement a research study to effectively address management’s strategic issue. The students are responsible for a complex process of development, management, administration, analysis and presentation of a study to find critical client feedback that can be applied to a client’s marketing problem. This is the capstone course and will provide a complex problem that will challenge students to utilize what they have learned throughout their research program and apply it in an actual client situation. Prerequisites: MMR 583, MMR 584, MMR 585, MMR 586, MMR 587, MMR 588, MMR 589.

Electives
Students must complete three graduate-level electives and may choose courses from any graduate program at Elmhurst. Each elective must be at least 3 semester hours (.75 credit).

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