Masters degrees in Market research offer postgraduate training in the techniques used to identify and define a particular market for an organisation’s products or services.
Courses include taught MA and MSc degrees, with research oriented MRes programmes being available at some institutions. Entry requirements normally include an undergraduate degree in a relevant subject such as Marketing or Business Studies.
Market Research is a means of assessing the behaviour of an organisation and its consumers, in order to better tailor marketing practice and build consumer relationships.
You will systematically gather and interpret information provided by consumers and organisations, using statistical and analytical methods to gain insight of a particular industry. With this insight, you will learn to support the decision-making process that marketers must make when choosing which formats to advertise through.
These include exploring the effectiveness of direct and digital marketing strategies, as well as print advertising, third party marketing and celebrity PR (public relations).
Alongside traditional roles in market research, your experience would make you suitable for brand management in corporate NGOs, executive positions in marketing departments for various businesses, and consultancy for SMEs.