by our College Data Analytics TeamStudying Marketing Research involves the study of Marketing Research. A Program That Prepares Individuals To Provide Analytical Descriptions Of Consumer Behavior Patterns And Market Environments To Marketing Managers And Other Business Decision-Makers. Includes Instruction In Survey Research Methods, Research Design, New Product Test Marketing, Exploratory Marketing, Consumer Needs And Preferences Analysis, Geographic Analysis, And Applications To Specific Products And Markets. Continue reading for the essential details every marketing research major should know — including career paths, salary data, the skills you will develop, and the best colleges offering marketing research programs.
In the U.S., marketing research is a widely-pursued major, with 200 degrees awarded annually.
Our 2026 Best Marketing Research Schools ranking analyzes these 30 schools to determine the best overall colleges for marketing research students. Continue reading to check out one of our many unbiased rankings of marketing research programs later in this article.
Studies in Marketing Research develop a specific mix of skills, knowledge, and abilities — derived from O*NET surveys of workers in the occupations marketing research graduates commonly enter.
Skills developed in a marketing research program reflects the day-to-day work of related occupations:
Per O*NET surveys, a marketing research major emphasizes the following knowledge areas:
There are several marketing research degree levels. The table below shows the typical length of the most common levels, and how many graduates earn each one.
| Degree | Typical Program Length | Graduates Annually |
|---|---|---|
| Certificate | Varies | 1 |
| Associate Degree | 2 years | 3 |
| Bachelor’s Degree | 4 years | 6 |
| Master’s Degree | 1-3 years | 190 |
People currently working in careers related to marketing research tend to have obtained the following education levels.
| Level of Education | Percentage of Workers |
|---|---|
| Bachelor’s degree | 48.3% |
| Master’s degree | 28.1% |
| Doctoral degree | 9.4% |
| Associate’s degree (or other 2-year) | 3.7% |
| Some college courses | 3.1% |
| First professional degree | 2.5% |
| Post-baccalaureate certificate | 2.1% |
| High school diploma or equivalent | 1.4% |
| Postsecondary certificate | 1.2% |
| Post-master’s certificate | 0.2% |
View the chart below to get an idea of what level of education most of those in marketing research careers hold.
Source: ONET Online education / training / experience requirements.*
Studying marketing research can lead to a variety of career paths. Below are some of the most common occupations related to marketing research.
The following options are some of the most in-demand careers related to marketing research.
| Occupation | Projected Jobs | Expected Growth |
|---|---|---|
| Market Research Analysts and Marketing Specialists | 671,367 | 10.3% |
| Marketing Managers | 259,371 | -4.4% |
| Search Marketing Strategists | 199,758 | 8.2% |
| Business Teachers, Postsecondary | 181,317 | 10.6% |
| Survey Researchers | 76,556 | 11.1% |
Federal data tracks median earnings of marketing research graduates 1, 4, and 5 years after completion. Wages typically rise as graduates gain experience.
| Years Out | Median Earnings |
|---|---|
| 1 year | $47,976 |
| 4 years | $58,749 |
| 5 years | $68,122 |
Source: U.S. Department of Education College Scorecard, field-of-study earnings tracker.
Salaries for marketing research graduates vary widely by occupation. The following table shows the top highest-paying careers marketing research grads often go into.
| Occupation | Median Annual Salary |
|---|---|
| Market Research Analysts and Marketing Specialists | $124,518 |
| Survey Researchers | $108,538 |
| Marketing Managers | $90,143 |
| Search Marketing Strategists | $85,177 |
| Business Teachers, Postsecondary | $80,576 |
With 30 different marketing research programs to choose from, finding the best fit can be a challenge. We have analyzed these schools to produce unbiased marketing research school rankings to help you.
If you are interested in marketing research, you may also want to explore other closely related fields of study within the same broad area.
| Related Major | Annual Graduates |
|---|---|
| Marketing/Marketing Management, General | 50,466 |
| Digital Marketing | 1,303 |
| Marketing, Other | 1,294 |
| International Marketing | 487 |
More about our data sources and methodologies.
