Marketing Research Institute International (MRII)

In 1994, the Marketing Research Association (MRA) Board of Directors appointed a task force to determine the feasibility of creating a separate non-profit organization to create educational and training materials for the marketing and opinion research industry. This was fueled by a desire to create an independent study program based on the Marketing Research Core Body of Knowledge (MRCBOK©) developed by William Neal of SDR Consulting, Inc. and Dr. Malcolm McNiven of the University of Georgia. Approval was given and funds allocated in 1995 to establish the Marketing Research Association Institute (MRAI).[3] A Board of Directors of industry representatives was formed to oversee the development of the Principles of Marketing Research (PoMR) in conjunction with the University of Georgia. The Marketing Research Association Institute was incorporated in June 1996 and was granted non-profit status as an educational institute by the IRS. In 1998, the Marketing Research Association Institute, Marketing Research Association and the University of Georgia entered into an alliance with the European Society of Opinion and Marketing Research (ESOMAR) for the purpose of marketing the Principles of Market Research course worldwide. In July, 1999, the organization formally changed its name to the Market Research Institute International (MRII). This was done to eliminate confusion about the Institute’s affiliation with any other industry organization, build broad-based industry support and demonstrate the global nature of its programs.[4]

The Market Research Institute International (MRII) was incorporated to:

• Serve as a source of education
• Receive and administer funds for support of the market research industry in the development of marketing and opinion research training material
• Support the training of those interested in entering, or those currently engaged in, marketing and opinion research
• Work with those in the educational field in developing programs for the specific purposes of furthering educational opportunities of those in the marketing and opinion research business.[5]

In 2013, The Professional Research Certification Program, PRC, granted that graduates of PoMR and PoPMR can receive an automatic examination exemption to the PRC program. With a copy of the University of Georgia Certificate of Program Completion and at least three years of market research experience, candidates can be accepted immediately in the program upon submission of written application. Graduates of the Principles programs can also earn the coveted CMRP (Certified Marketing Research Professional) designation by writing the CMRE (Certified Marketing Research Exam) to be administered by the MRIA (Marketing Research and Intelligence Association). To qualify to write the exam, you need to have a university degree from a recognized university, have at least two (2) years of relevant work experience in the marketing research industry, and have completed the MRIA Core course "102-Ethical Issues & Privacy in Marketing Research" (currently available online).

In 2014, MRII launched a new online, short course, Principles of Mobile Market Research. The online course presents insights into the different mobile research approaches and technologies. Researchers learn about trends in mobile phone usage worldwide, and how they can apply this new form of research to their work; be it quantitative, qualitative and global research.

*The Analytics 1-2-3 Bundled Course is a Principles Express+ bundle that includes three Principles Express Courses:

1. Introduction to Data Analysis,
2. Advanced Analytic Techniques, and
3. Working with Secondary Data: Syndicated and Big Data.

Additional PRC Approved Online Principles Express Courses are offered by the Market Research Institute International and the University Of Georgia. Two new courses were introduced near the end of 2018.

All Market Research Online courses currently offered through MRII and the University Of Georgia can be found here. To learn more about UGA's Continuing Education program, full contact information can be found here.

From its founding in 1996 until the end of 2001, the MRA’s Executive Director also served as the part-time Executive Director of the MRII educational institute. In 2002, MRII established a separate office and hired a part-time Executive Director to oversee its operations. This was done in recognition of the growth of the Principles of Marketing Research course and the desire to make MRII an independent research institute.

MRII is governed by a Board of Directors made up of representatives from all sectors of the marketing research industry and by permanent representatives of MRA and UGA. The organization has established formal ends and operating policies, and has a Strategic Plan which is updated annually.

A Principles of Market Research Advisory Board was founded in 2002 and existed through 2005. The Advisory Board was an international network of research leaders who believed in the course’s mission, were committed to its positive role in the industry and its growth, and could guide the delivery of basic marketing research education to the largest possible number of research practitioners worldwide