Certified Market Research Specialist

Market Research
Delivery Method:
Mid-senior level (Specialist)
Minimum Cutoff:
90 minutes

Course Description

Certified Market Research Specialist (CMRS) certification provides a detailedunderstanding on the advanced research process and tests the knowledge of senior researchers. CMRS is particularly suited for seniorresearch, support and field work staffs having at least 5 years of experience in the field of market research/ strategy/ branding/ advertising/ marketing/ business development/ analytics related activities.


To measure the experience and depth of market research knowledge of senior market research and analytics staffs.


Candidates in their mide-senior level of their carrier in market research and analytics will be benefited by taking this certification.

  • Candidate should be a graduate (minimum 3 year degree)
  • Experience needed
    • Minimum 5 years of experience in market research/ strategy/ branding/ advertising/ marketing/ business development/ analytics related activities


    • Completion of Certified Market Research Professional (CMRP) certification and having a minimum of 3 year experience in market research/ strategy/ branding/ advertising/ marketing/ business development/ analytics related activities
  • In addition to the above educational qualification and work experience, it is also must to have the following:
    • a passion for market research/ brands/ advertising
    • a curiosity to understand consumer thinking, and
    • opinion and a desire to advise clients on how to improve their brand’s performance in the market place

Topics coverd in the Exam

  1. Market research and strategy development
    1. Advanced marketing research system
      1. The Marketing Research System
      2. The Marketing Research Process
      3. Marketing Research Instruments
      4. Measuring marketing productivity
      5. Marketing measurement metrics
      6. The Measures of Market Demand
    2. Marketing and research concepts
      1. Demand states
      2. Key customer markets
      3. Core Marketing Concepts
    3. Advanced competition Analysis
      1. Competitive strategies for market leaders
      2. Expanding the total market size
      3. Defending Market Share
      4. Expanding market share
      5. Attack strategies
      6. Market follower strategies
      7. Brand Resonance Model
      8. Brand extensions
      9. Developing and communicating a positioning strategy
      10. Marketing Strategies
      11. Organizational Buying
      12. Buying Situations
    4. Tapping Into Global Markets
      1. Deciding how to enter the market
    5. New Product development
    6. Developing pricing strategies and programs
      1. Understanding Pricing
      2. Setting the Price
    7. Market Segmentation
    8. Developing marketing strategies and plans- The value delivery process
    9. Developing marketing strategies and plans- Core competencies
    10. Developing marketing strategies and plans- Strategic Planning
    11. Developing marketing strategies and plans- Assessing Growth Opportunities
    12. Developing marketing strategies and plans- Business Unit Strategic Planning
  2. Data analysis and Reporting
    1. Turning data into findings
    2. Reporting and communicating findings

Exam Preparation

  1. Select the certificate, complete the registration process and pay the fees online
  2. Upon completing the registration process and paying the fees, check your registered email. To continue, please click on the email confirmation link you received. This will confirm your email as your contact address and give access to your account
  3. After the completion of registration process, certification exam need to be taken between 16th to 90th days of registration
    1. You will be able to see a link to take the exam, when you login between 16th to 90th The link will expire after 90 days
  4. IIMRA would send you an email with the list of key books and materials need to be referred for the exam preparation. Please note that it is the responsibility of the students to pay for the study materials (in case the study material is not available at free of cost)
  5. On the exam day, you need to answer 90 multiple choice questions within 90 minutes
  6. Upon completing 90 questions or at the end of 90 minutes (whichever comes earlier), your marks will be displayed and the mark report will also be sent to your registered email id
    1. Minimum marks to pass the exam is 55%
    2. Certificate copy will be send your registered email id within 5 to 7 working days of passing the exam (IIMRA may verify your educational qualification and experience at this stage)
    3. You would also be given an option to download the “Certification logo” to use in your business card, resume and social media profile
  7. In case you failed in the first attempt, you will be shown a link to “Register for the re-exam”. USD 100 is the exam fee charged for re-exam. The link to “Register for the re-exam” will be shown in your login homepage
    1. You need to take this re-exam after 7 days and within 30 days of re-registration
  8. Any student can get 2 such re-exam attempts, if they fail in the exam
  9. If you fail in the 3rd attempt, you would need to pay 50% of the certification fee again to take the exam. The student can take the 3rd attempt only after 2 months from the date of re-registration