by our College Data Analytics TeamIn the latest year, 19 U.S. colleges awarded 182 degrees and certificates in Marketing Research. Master’s degrees are the most popular award, at 97% of graduates. College Factual ranks 4 schools in its 2027 Best Marketing Research Schools ranking and compares their cost in a Best Value ranking. Graduates earn a median $48,089 one year after completing, rising to $71,171 after four years.
Studying 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.
Source: IPEDS 2025; College Scorecard July 2026; BLS; O*NET; College Factual rankings 2027. Data as of: July 2026.
In the U.S., marketing research is a widely-pursued major, with 182 degrees awarded annually. 19 colleges award marketing research degrees, an average of 10 graduates per school; the largest program awarded 39.
By level, the 182 awards include 6 bachelor’s degrees and 176 master’s degrees.
Women earned 57% of marketing research degrees and certificates in the latest year (104 of 182). The largest groups of graduates by race and ethnicity are White (103) and Hispanic or Latino (36), and international students earned 10.
College Factual ranks 4 schools in its 2027 Best Marketing Research Schools ranking, including 4 for bachelor’s degrees and 2 for master’s degrees. It also ranks marketing research schools within 1 state. In all, 19 colleges offer marketing research programs; compare them by degree level below or in the Best Value Marketing Research Colleges ranking, which weighs quality against cost.
The most common marketing research credential is the master’s degree: 176 of the 182 awarded in the latest year. Jobs related to marketing research call most for Reading Comprehension, Critical Thinking and Speaking, and for knowledge of English Language, Sales and Marketing and Customer and Personal Service, according to O*NET. The most important abilities are Oral Expression, Written Comprehension and Oral Comprehension.
Top skills, rated 0–5:
Top knowledge areas, rated 0–5:
How long a marketing research degree takes:
| Degree | Typical Program Length | Graduates Annually |
|---|---|---|
| Bachelor’s Degree | 4 years | 6 |
| Master’s Degree | 1-3 years | 176 |
Bachelor’s degree is the most common level of education among workers in jobs related to marketing research, at 48.3%.
| 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% |
Source: O*NET Online.
5 occupations are related to Marketing Research, with an average median salary of $97,790; the strongest outlook belongs to Survey Researchers, at 11.1% projected job growth. Typical job titles include Technical Marketing Specialist, Social Media Specialist, Marketing Specialist and Marketing Consultant.
The occupation related to marketing research with the most projected jobs is Market Research Analysts and Marketing Specialists, at 671,367.
| 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% |
Marketing Research graduates earn a median $48,089 one year after completing their program, $71,171 after four years and $69,363 after five years, according to the U.S. Department of Education’s College Scorecard.
| Years Out | Median Earnings |
|---|---|
| 1 year | $48,089 |
| 4 years | $71,171 |
| 5 years | $69,363 |
Source: College Scorecard.
The same occupation is also the highest-paying one related to marketing research, with a median salary of $124,518.
| 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 |
Marketing Research has 4 similar majors in the Business, Management & Marketing field, which together award 56,453 degrees a year; the largest are Marketing/Marketing Management, General (52,699), Digital Marketing (1,988) and Marketing, Other (1,245). Browse all Business, Management & Marketing majors or the full list of college majors.
| Related Major | Annual Graduates |
|---|---|
| Marketing/Marketing Management, General | 52,699 |
| Digital Marketing | 1,988 |
| Marketing, Other | 1,245 |
| International Marketing | 521 |
More about our data sources and methodologies.
