Texas Tech University

Master of Science in Marketing Research and Analytics

Ranked the No. 17 best online, non-MBA program in the nation in 2021 and named the No. 1 most affordable online master's in marketing in 2020, the Rawls College Master's in Marketing Research and Analytics (MSMRA) program prepares graduates for success in an ever-expanding industry. With our fully-online, 30-hour program, learn how to design marketing research studies and analyze data using cutting edge analytical tools in a digital economy. Upon graduation, you will have the skills and knowledge needed to be an effective marketing professional in today's fast-paced, information-driven environment.

program highlights


Flexible Format

Our comprehensive, 100% online format accommodates your busy schedule.

Flexible Entry

Options to begin coursework during any semester (start dates in January, June or August) give you the power to begin when you're ready.

Convenient Coursework

All coursework is completed online during times that best fit your schedule.

Self-Paced Learning

Attend class part-time and apply your class knowledge to real-world application in real-time. 


Career-Defining Curriculum

We prioritize the real-world application of knowledge and skills to best support students who want to accelerate their careers in marketing research with corporations, strategic consulting organizations, advertising agencies or marketing research firms. Through our comprehensive curriculum, you will learn to connect information about products or services, customers, and markets to business performance metrics and acquire the necessary skills to contribute to important decision-making by using data to improve productivity and profitability.

Core classes include foundational building blocks for today's business leaders:

Marketing Concepts and Strategies

Consumer Behavior Research

Statistical Concepts for Business and Management

Advanced Statistics for Marketing

Measurements and Survey Research in Marketing

Experimental Design and Analysis in Marketing

Digital Marketing Analytics

Qualitative Research in Marketing


customized learning experience


In addition to developing a common body of knowledge in practical business matters, students can complete a concentration and earn globally-recognized certifications.


While no concentration is required, these options provide you the opportunity to create a program that meets your personal academic and career goals.



View our curriculum »

program format


The MSMRA program requires 30-credit hours, consisting of specialized marketing research courses. This is a part-time, lockstep program only.



Known for easy accessibility and their collaborative approach to teaching, Rawls College professors draw upon extensive experience and insights afforded by their innovative research. Respected as thought leaders and industry experts, our faculty are sought after for their insight by companies and media outlets. They network extensively within the business community, giving you an insider's view and the tools you will need to lead your chosen field. Our faculty are focused on helping you advance your career.

Meet our faculty »


class profile



supporting your success

Students in Career Management Center waiting room

Rawls Career Management Center

Whether you are looking to switch careers or advance on your current path, the Rawls Career Management Center (CMC) is dedicated to supporting your success. The CMC staff helps you explore professions and industries, learn strategic career advancement techniques, and connect you with top employers.

Student showing off graduation ring at commencement ceramony

Techsan Connection

The Techsan Connection is a free, online platform for Texas Tech alumni. Through the platform, alumni can apply to jobs, reconnect with fellow classmates, network with industry professionals and volunteer to mentor current students.

alumni success









The admission process is the first step toward earning your degree. We will work closely with you to ensure your application process is personal, simple and successful.

Application Requirements

Applicants must have a bachelor's degree. A complete application consists of the following items, to be received by the noted deadlines:

Unofficial Transcripts

Applicants must submit unofficial transcripts from any degree-awarding college or university, as well as any post-secondary institution attended.


Applicants must submit a detailed current resume, indicating professional work experience—including start and end dates (month and year) for each position held. Provide accomplishments and skills acquired, including managerial experience.

Letter of Recommendation

Applicants are required to submit a letter of recommendation. The letter should provide specific examples and anecdotes that illustrate your professional and/or academic potential.


Applicants must write an essay outlining their personal experiences, career goals, past challenges, any other relevant information they'd like the admissions committee to consider.

English Proficiency for International Students

All international applicants must provide proof of English proficiency before their applications can be considered for admission. Only your most recent measure of English proficiency is considered for admission purposes. This test is waived only for graduates of U.S. universities or universities in English proficiency-exempt countries. Applicants who have completed at least two consecutive years at a college or university in the U.S. or in an English proficiency-exempt country, are also exempt from the English proficiency requirement.

Application Deadlines

There is no better time to begin earning your Master's in Marketing Research & Analytics than now.

Applications are accepted on a rolling basis.

Apply Now

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