MRCBOK™

MRCBOK logo over laptop

The Market Research Core Body of Knowledge (MRCBOK™) developed by William Neal of SDR Consulting, Inc. and Dr. Malcolm McNiven of the University of Georgia in 1994 directly led to the formation of the 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. The board approved and allocated funds in 1995 to establish the Institute.

Ever since, a unique mix of practitioners and academics have periodically reviewed and updated the MRCBOK, so that it can serve as a firm, contemporary foundation for market researchers. It represents an international consensus of business practitioners on the required fundamentals for research education.

Today, mastery of the MRCBOK by taking the course Principles of Market Research can lead to industry certification by the Insights Association or AMSRS.

MRCBOK Learning Objectives