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The University of Texas at Arlington
Graduate Catalog 2002-2004

Department of Marketing
Admissions | Fellowships and Scholarships | Degree Requirements | Marketing Research Internship | Courses

Areas of Study and Degrees

Marketing Research


Business Administration

M.B.A., Ph.D.

(See Program in Business Administration)

Master's Degree Plans



Carl McDaniel
234 Business, 817-272-2876

Ph.D. Advisor

Julie Baker
225 Business, 817-272-2279

MSMR Director

John Bassler
202 Business, 817-272-2340
Toll Free: 866-296-3256

Graduate Faculty


Dickinson, McDaniel, Munch

Associate Professors

Baker, Jarboe

Assistant Professors

Kleiser, Mosley-Matchett,

Peterson, Wagner

Objective: M.S. Program

The objective of the Master of Science in Marketing Research is to prepare qualified students for careers as managers in marketing research, marketing planning, product/brand management, and related fields. Students are exposed to a range of coursework related to the theory and practice of marketing research. In addition, courses in information systems and management science focus on the latest theory and practice in those areas relevant to marketing research. Students are required to participate in an internship program.


The Master of Science degree in Marketing Research is accredited by the AACSB -- The International Association for Management Education.


Admission to the M.S. in Marketing Research (MSMR) program is based upon the completion of the general admission requirements of the Graduate School. For MSMR program admission a score on the Graduate Management Admission Test (GMAT) or the Graduate Record Examination (GRE) and record of undergraduate (and post-graduate, if applicable) academic performance are required. Students for whom English is not their native language must achieve a satisfactory TOEFL score (specified below). International applicants who score below minimum acceptable levels on the verbal portion of entrance examinations may be admitted under the condition that they pass an English proficiency exam or complete U.T. Arlington's Graduate English Skills Program prior to beginning graduate coursework.

Applicants are encouraged to submit with their application a resume that highlights career objectives, professional and personal accomplishments, computer expertise, and leadership experience. Applicants with two to five years of experience are preferred, though postgraduate work experience is not a requirement for admission. A standardized test score (GMAT or GRE) will not be used as the sole criterion for approving or denying an applicant's admission to the MSMR program.

Unconditional Admission

A decision to admit unconditionally is made based on the totality of information listed below, and not on any single factor alone.

1. Undergraduate degree: the applicant holds at least a bachelor's degree from an accredited U.S. college or university, in any discipline, or, for applicants who do not hold a bachelor's degree from an accredited U.S. college or university, a degree equivalent to a U.S. bachelor's degree, as judged by the UTA Graduate School;

2. Grade-point average (GPA): a GPA of at least 3.1 on a 4.0 scale, as calculated by the Graduate School, in the last 60 semester-hours of college or university study;

3. Graduate admission test score: a score of at least 580 on the Graduate Management Admission Test (GMAT), with both verbal and quantitative scores at the 50th percentile or better, or equivalent or better scores on the Graduate Record Exam (GRE);

4. TOEFL score: for students who do not hold a degree from an accredited U.S. college or university, a score on the Test of English as a Foreign Language of at least 230 (computer-based) or 570 (paper);

5. Recommendations: favorable letters of recommendation from three persons qualified to judge the applicant's potential for graduate study and work in marketing research who are not friends or relatives;

6. Commitment to the profession: the applicant shows, by a combination of work experience, prior study, and a written statement of purpose, a suitability for and a commitment to pursue a career in marketing research.

Denial of Admission

Admission may be denied if the applicant is so far below expectations on any combination of the criteria listed above as to indicate that he or she would not be able to perform at an acceptable level in the MSMR program.

Probationary Admission

An applicant who fails to meet one or more of the criteria above, but who shows promise based on the other criteria, may be admitted for one semester under the condition that he or she perform well in the program and remove the deficiency within that semester.

Provisional Admission

An applicant may be admitted provisionally if he or she appears to meet the requirements for unconditional admission but the official documentation is lacking for one or more requirements. Such documentation must be provided within the first semester of study in the program.

Fellowships and Scholarships

1. Fellowships: Graduate fellowships may be offered to outstanding applicants, using funds provided through the College of Business Administration, based on the unconditional admission criteria listed above.

2. MSMR scholarships: Funds provided by the member firms on the MSMR Advisory Board support the award of $1,000 competitive scholarships to students admitted to the MSMR program. The criteria for receipt of these scholarships are the following:


New Students

-- New MSMR students entering the program to study full-time (i.e., at least 9 graduate hours)

Continuing Students

Current GPA at least 3.0 and

Students who (1) have completed at least 15 graduate hours in the program or are enrolled in at least 9 graduate hours in the fall term, and (2) apply to the Director for a continuing MSMR scholarship by the end of the summer term and

Students who have not yet received 2 competitive scholarships through the program.

Selection Criteria

New Students

Eligible students will be ranked in order according to the following formula:

50* (GPA of last 60 hours/4.0)

+ up to 30 points for work experience (see quantification procedures)

+ up to 20 points for essay (see quantification procedures)

The maximum score is 100 points. The student with the highest score will receive a rank of "1," the student with the second highest score will receive a rank of "2," etc.

Students whose rank is less than equal to the number of scholarships available will receive a scholarship. For example, if there are 15 scholarships available, the students ranked 1-15 will be awarded scholarships.

Quantification Procedures

Quantification will be carried out by the MSMR Scholarship Committee, with the MSMR Director ex officio.

Work Experience: score up to 12 points for position (e.g., executive, professional specialist, intern, etc.), up to 9 points for relevance of work experience, and up to 9 points for number of years experience.

Essay: score up to 6 points for grammar, up to 6 points for persuasion, and up to 8 points for content.

Continuing Students

Pending scholarship availability (See "Scholarship Administration"), scholarships will be awarded based on a rank ordering of eligible students by GPA in the program.

Students whose rank is less than or equal to the number of scholarships available for continuing students will receive a scholarship. For example, if there are 10 scholarships available, the students ranked 1-10 will be awarded scholarships.

Scholarship Amount

Scholarships will be awarded in the amount of $1,000 for the academic year

In-state tuition rates may apply

Application Deadline

The scholarship application should be received with the person's application to the MSMR program, by the specified deadlines.

Scholarship Administration

Scholarships will be awarded for the full year in the fall semester of each academic year. Scholarships will be paid out in equal installments in the fall and spring semesters.

For new students entering in the spring semester, scholarships will be awarded only if funds are available. If available, scholarships will be paid out in equal installments in the spring and summer semesters.

Scholarships will not be awarded in the summer term.

No student shall be awarded more than 2 competitive scholarships.

Priority of Awards

1. New students, who meet criteria, entering the program in the fall semester.

2. Continuing students, who meet criteria, registered for the fall semester.

3. New students, who meet criteria, entering the program in the spring semester.

Degree Requirements

The program is designed primarily for students who have earned a Bachelor of Business Administration (BBA) degree (or equivalent). For this student, the program consists of a minimum of 37 semester hours. Students who do not have a BBA may have to take additional coursework (up to 27 semester hours) to acquire sufficient general business knowledge for effective performance as a marketing research professional. Foundation courses may be waived if equivalent coursework has been completed with a grade of B or better.

The minimum advanced program of 37 semester hours contains 30 hours of marketing courses including six hours of actual marketing research field work. The required curriculum is as follows:

1. Foundation Courses (27 semester hours)

BUSA 5303 Quantitative Analysis for Business

INSY 5310 Introduction to Computers

ACCT 5301 Accounting Analysis I
ACCT 5302 Accounting Analysis II

ECON 5311 Economic Analysis II
MARK 5311 Marketing
MANA 5312 Management

FINA 5311 Business Financial Management
BUSA 5325 Advanced Statistical Methods

2. Advanced Courses (37 semester hours)

MARK 5320 Buyer Behavior
MARK 5327 Research for Marketing Decisions
MARK 5328 Product Management
MARK 5336 Advanced Research Analysis
MARK 5337 Marketing Information Management
MARK 5338 Qualitative Research
MARK 5139 Professional Development Seminar

MARK 5340 Marketing Strategy
MARK 5345 Creative Problem Solving
MARK 5396 Marketing Research Internship I
MARK 5397 Marketing Research Internship II
MARK 6305 Marketing Models I
BUSA 5375 Advanced Business Communication Theory and Practice

Marketing Research Internship

The Marketing Research Internship (MARK 5396 and MARK 5397) comprises 24 weeks of paid, full-time work experience in either a marketing research company or a corporate marketing research department. Sponsoring companies will be approved by the marketing research program advisor. During the internship, the student will have primary responsibility for at least one marketing research study. At the completion of the internship, the student will present a paper to the graduate faculty summarizing his or her internship experiences and the results of the research study. In special situations, and with the approval of the program advisor, a one-year, part-time internship may be substituted for the full-time internship.

The grade of R (research in progress) is a permanent grade; it cannot be changed by completing course requirements in a later semester. To receive credit for an R-graded course, the student must continue to enroll in the course until a passing grade is received.

An incomplete grade (the grade of X) cannot be given in a course that is graded R, nor can the grade of R be given in a course that is graded X.
To receive credit for a course in which the student earned an X, the student must complete the course requirements. A grade of X cannot be changed by enrolling again in the course in which an X was earned. At the discretion of the instructor, a final grade can be assigned through a change of grade form.

Three-hour thesis courses and three- and six-hour dissertation courses are graded R/F/W only (except social work thesis courses). The grade of P (required for degree completion for students enrolled in thesis or dissertation programs) can be earned only in six- or nine-hour thesis courses and nine-hour dissertation courses. In the course listings below, R-graded courses are designated either "Graded P/F/R" or "Graded R." Occasionally, the valid grades for a course change. Students should consult the appropriate Graduate Advisor or instructor for valid grade information for particular courses. (See also the sections titled "R" Grade, Credit for Research, Internship, Thesis or Dissertation Courses and Incomplete Grade in this catalog.)

Marketing (MARK)

Course fee information is published in the online Student Schedule of Classes at Please refer to this Web site for a detailed listing of specific course fees.

5139. PROFESSIONAL DEVELOPMENT SEMINAR (1-0). This course exposes MSMR students to the wide variety of career opportunities available within the marketing research industry. It provides students with information, awareness, tactics and practice in conducting a professional employment search and a professional interview, as well as handling offer negotiations. It should be taken in the final year of coursework. (Graded on a Pass/Fail basis).

5199, 5299, 5399. ADVANCED TOPICS IN MARKETING RESEARCH. 5199 (1-0). 5299 (2-0), 5399 (3-0). Presentation and analysis of cutting edge topics in marketing research. Prerequisite: Consent of Program Director.

5311. MARKETING (3-0). Survey of activities involved in marketing. Emphasis is on developing a managerial point of view in planning and evaluating marketing decisions of the firm. Analyzes decisions with respect to products, price, channel, and promotional variables and considers questions relating to cost efficiency, demand, social responsibility and regulations.

5320. BUYER BEHAVIOR (3-0). Examines the theoretical and empirical material on the individual and group behavior of people performing in the consumer role. Topics covered include perception, learning, attitude formation and change, personality, culture, social class, and reference groups. Behavioral science data provides a basis for the explanation of consumer behavior and the integration of these findings into current marketing practices. Prerequisite: MARK 5311 or equivalent.

5326. INTEGRATED MARKETING COMMUNICATION (3-0). A managerial approach to coordinating all promotional activities, including direct marketing, advertising, sales promotion, personal selling, public relations, publicity and packaging to produce a unified market-focused message. Message development, placement and timing are examined within the context of the role each type of promotion plays in marketing strategy development. Additional topics examined include media definition and analysis, the communication process, legal and ethical considerations, and budgeting. Prerequisite: MARK 5311 or equivalent.

5327. RESEARCH FOR MARKETING DECISIONS (3-0). Overview of information needs of the marketing decision-maker. Emphasis on methods and techniques that may be employed for the collection and analysis of primary data. Major topics include design of research projects, generating primary data, questionnaire design, samplings for survey research, experimental design, controlling data collection, and data analysis. Prerequisites: MARK 5311 and BUSA 5301 or equivalents.

5328. PRODUCT MANAGEMENT (3-0). Management of the firm's product or service offerings. Topics include new product development, new product screening, evaluation of existing products, product line and mix analysis, product abandonment decisions, the brand manager's role, the new product planning department, and others. Emphasis on the development of meaningful criteria for decision-making in the product area and on the development of information systems to suggest, screen, and monitor products. Prerequisite: MARK 5327 or equivalent.

5329. SALES AND SALES MANAGEMENT (3-0). Examines the skills required for successful personal selling and sales management in today's world, with emphasis on industrial markets. Discusses the links between business trends and the resulting need for new approaches to the sales management challenges of planning, implementing, and evaluating a sales program. Special topics include the strategic importance of the sales force, customer/supplier partnering, multi-function collaboration, technology's role in altering traditional customer-access channels, the organization of the sales function for profitability vs. revenue, and the development of effective major account strategies.

5330. SERVICE MARKETING MANAGEMENT (3-0). Addresses marketing theory and applications in health care, financial, and other service industries. Focus is on solving marketing problems unique to service organizations. Prerequisite: MARK 5311.

5331. INTERNATIONAL MARKETING (3-0). Management of marketing in international business. Includes marketing research, pricing, promotion, and distribution in the international environment. Examines marketing problems arising from various degrees of foreign involvement (exports, licensing, foreign subsidiaries). Prerequisite: MARK 5311 or equivalent.

5332. BUSINESS-TO-BUSINESS MARKETING (3-0). Marketing strategies for businesses targeting other businesses. Included are frameworks for analysis of marketing opportunities. Business-to-business e-commerce is examined. Prerequisite: MARK 5311 or equivalent.

5334. STRATEGIC INTERNET MARKETING (3-0). Through theoretical investigation, brainstorming, and case analysis, students develop the skills and strategies that are necessary for effective marketing via electronic media. With particular emphasis on Internet-based media, topics include developing an online corporate identity, online market research, interactive and database Web site strategies, creating and maintaining Web site content, proactive marketing tactics, analysis of Web site statistics, measuring online marketing results, and development of a strategic Internet marketing plan. Prerequisite: MARK 5311.

5335. RETAILING, FRANCHISING, AND ENTREPRENEURSHIP (3-0). Course offers exposure to elements of retail management, franchising, and entrepreneurship, including planning, promotion, pricing, and merchandising. Prerequisite: MARK 5311 or equivalent.

5336. ADVANCED RESEARCH ANALYSIS (3-0). Focuses on problems of data analysis in marketing research. Considers application of multivariate statistics, including multiple regression, discriminant analysis and factor analysis to marketing research problems. Considerable time also devoted to multi-attribute preference models such as conjoint analyses. Prerequisite: MARK 5327 or equivalent.

5337. MARKETING INFORMATION MANAGEMENT (3-0). Course focuses on various types of marketing data bases and computer-based research systems designed for the collection, storage, usage, and reporting of disaggregated data. Topics include single-source data, geodemographics, and micro-merchandising systems. Case studies and data analysis projects are utilized. Prerequisite: MARK 5327 and consent of program advisor.

5338. QUALITATIVE RESEARCH (3-0). Examines the nature of qualitative research and its growing value to the marketing research community. The role of focus group interviewing, types of focus groups and their conduct are extensively explored. Other topics include depth interviewing, projective techniques, observational research, the delphi method, environmental forecasting and futuring. Prerequisite: MARK 5327 and consent of program advisor.

5340. MARKETING STRATEGY (3-0). A case course designed to give the student an opportunity to utilize the managerial and analytical tools that he or she has acquired. Uses case studies which require a realistic diagnosis of company problems, development of alternative courses of action, and the formulation of specific recommendations. Prerequisite: MARK 5311 and six hours of advanced marketing or consent of instructor.

5345. CREATIVE PROBLEM SOLVING (3-0). Discusses the relationship between the creative process and marketing decisions. Students develop a repertoire of techniques to expand their creativity and learn to enhance their flexibility in generating divergent, dramatic solutions to problems.

5182, 5282, 5382. INDEPENDENT STUDIES IN MARKETING. Extensive analysis of a marketing topic. Graded P/F/R. Prerequisite: consent of faculty member and department chair.

5396. MARKETING RESEARCH INTERNSHIP I (3-0). The internship involves part-time or full-time training and work experience in a company approved by the MSMR program advisor. A grade of R may be assigned at the completion of the course. Credit may not be granted for the internship and MARK 5395.

5397. MARKETING RESEARCH INTERNSHIP II (3-0). This is a continuation of Internship I and involves part-time or full-time work experience in a company approved by the MSMR program advisor. The student will be assigned primary responsibility for at least one marketing research project during Internship I or II. At the completion of the course, the student will present a research paper to the MSMR faculty. Course is graded on a pass/fail basis. Credit will not be granted for the internship and MARK 5398.

6192, 6292, 6392. INDEPENDENT STUDY IN MARKETING (3-0). Doctoral level analysis of marketing topic. Graded P/F/R. Prerequisite: consent of faculty member. May be repeated when topic changes.

6302. ADVANCED CONSUMER BEHAVIOR (3-0). Advanced study of current research underlying individual and group behavior of consumers and industrial buyers. Theories from the behavioral sciences will be applied to consumer behavior from descriptive, predictive, and normative perspectives.

6305. MARKETING MODELS I (3-0). Study of basic models of market and consumer behavior with particular attention to the use of classical statistical methods such as ordinary and generalized least squares, factor analysis, discriminant analysis and correspondence analysis, cluster analysis, and canonical correlation. Applications include perceptual mapping, multiattribute modeling, conjoint analysis, and product planning models. Prerequisite: BUSA 5325 or consent of instructor.

6310. MARKETING STRATEGY AND MANAGEMENT (3-0). Examination of latest theories in corporate and marketing strategies. In-depth review and analysis of latest theories and research in product/service development, pricing, promotion, and distribution.

6327. ADVANCED MARKETING RESEARCH METHODS (3-0). Course deals with the wide variety of marketing research methodologies other than experimental research. It focuses on data analysis only to the extent that it impacts on the design of the associated research method. Advanced topics include hybrid and adaptive conjoint analysis, discrete choice models, adaptive perceptual mapping, Lisrel modeling and Web-based research designs. Prerequisites: MARK 5336 and MARK 6305.

6331. ADVANCED GLOBAL MARKETING THEORY (3-0). Examines the antecedents and consequences of global marketing. Includes the politics of global marketing, emerging global strategies, the latest concepts of market entry and development, and global marketing performance and evaluation.

6390. TOPICS IN MARKETING (3-0). Advanced doctoral level work in special topics in marketing. May be repeated when topics vary.


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