Marketing research is the study of consumer behaviors. Students learn to gather information that helps managers make decisions about what products to produce or sell. Students learn to design and conduct surveys. They also learn how to test new products in the market.

From time to time you may have seen a TV commercial for a product and wondered, "Who in the world would buy that?" As a marketing researcher, you provide the answer to that question.

The product may not appeal to everybody, but as a marketing researcher you learn who does want this product. Based on your research, business managers can decide how much of the product to output. They can decide how and where to advertise it, what price to charge for it, and what spin-off products to plan for. You also forecast changes in demand for products. You play a crucial role in conceptualizing entirely new products that you believe will find buyers.

In this kind of job, you need to understand what makes consumers go out and buy. That's why a program in marketing research usually includes courses in psychology, statistics, and research methods. The marketing department relates with all of the different areas of business. And some marketing is done to other business organizations rather than to consumers. So in college you also take introductory courses in most of the areas of business.

About 20 colleges and universities offer a bachelor's degree in marketing research. At many other schools, you can specialize in marketing research within a management program. This is the most common approach. A bachelor's degree in this field can open the door for work in the marketing research department of a business. This degree represents four years of full-time study beyond high school.

With two more years of education, you can earn a master's degree and expect better job prospects. The degree also improves your chances for managerial positions. About a dozen universities let you specialize in marketing research within the program for a master's in business administration (MBA). A handful of universities offer a master's of science degree in marketing research.