Marketing Research
According to Cooper and Schindler in Marketing Research (McGraw-Hill Irwin, 2006), Marketing Research is a systematic inquiry that provides information to guide marketing decisions. More specifically, as expanded by the American Marketing Association (AMA), it is a process of determining, acquiring, analyzing and synthesizing, and disseminating relevant marketing data, information and insights to decision makers in ways that mobilize the orgamnization to take appropriate marketing actions that, in turn, maximize business performance.
Strategy & Analysis
Alumni Diary
Zak Vassar '02
RA/ Consultant
MaPS, Waltham, MA
Alumni Diary
Eri Takeuchi '03
Manager, Client Service
BASES, Parsippany, NJ
Advancement & Compensation
Market Research Analyst (Years 0-3) - $38,000 to $60,000 (Potential bonus of $500 to $2,500)
Senior Market Research Analyst (Years 2-7) - $53,000 to $86,000 (Potential bonus of $500 to $4,000)
Market Research Supervisor (Years 6-12) - $78,000 to $112,000 (Potential bonus of $6,500 to $10,500)
VP of Market Research/ Chief Market Research Officer (Years 9+) - $135,000 to $210,000 (Potential bonus of $25,000 to $55,000)
Suggested Courses
MK148 Services Marketing (Fall: 3)
MK152 Consumer Behavior (Fall/Spring: 3)
MK 253 Marketing Research (Fall/Spring: 3)
Faculty Advisor
Adam Brasel
Assistant Professor
BA, MBA, University of Illinois; PhD, Stanford University
