Founded in 1995 by a consortium of industry leaders, the Marketing Research Institute International (MRII) is a not-for-profit organization with the mission of fulfilling the core educational needs of people worldwide in the marketing research profession. In partnership with the University of Georgia, MRII is the driving force behind Principles of Marketing Research and the Principles of Pharmaceutical Marketing Research, the premier online certificate program in the industry.
Vision: Fulfilling continuing education needs of the marketing research profession worldwide
Mission: To create, maintain and promote the most used core continuing education program for the marketing research profession worldwide
A History of Service to the Industry
The Marketing Research Institute International (MRII) is a non-profit institute devoted to fulfilling the core educational needs of people worldwide in the marketing research profession.
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. Malcom McNiven of the University of Georgia. Approval was given and funds allocation in 1995 to establish the Marketing Research Association.
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 education 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 Marketing Research course worldwide. In July 1999, the organization formally changed its name to Marketing 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.
The Marketing Research Institute International (MRII) was incorporated to:
- Serve as a source of education
- Receive and administer funds for support of the marketing 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.