Market Research Analysts and Marketing Specialists

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$68,230 Median Wage (2022)
94,600 Projected job openings (2022-2032)
13.40% Projected growth (2022-2032)

Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.

Experience Requirements Overview

  • Job Zone Four: Considerable Preparation Needed
  • A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
  • Most of these occupations require a four-year bachelor's degree, but some do not.
  • Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Education, Training and Experience

Required Level of Education: Bachelor's Degree

Related Work Experience: Over 4 years, up to and including 6 years

On-Site or In-Plant Training: N.A.

On-the-Job Training: Over 1 month, up to and including 3 months

Detailed Work Activities

  • Analyze consumer trends.
  • Prepare research reports.
  • Conduct surveys in organizations.
  • Analyze market conditions or trends.
  • Gather organizational performance information.
  • Measure effectiveness of business strategies or practices.
  • Discuss business strategies, practices, or policies with managers.
  • Monitor business indicators.
  • Analyze industry trends.
  • Establish business management methods.
  • Develop business or market strategies.
  • Supervise employees.

Work Values

Achievement

Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.

Working Conditions

Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.

Recognition

Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.

Relationships

Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.

Support

Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.

Independence

Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.

Tasks

  • Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
  • Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
  • Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
  • Measure and assess customer and employee satisfaction.
  • Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
  • Measure the effectiveness of marketing, advertising, and communications programs and strategies.
  • Seek and provide information to help companies determine their position in the marketplace.
  • Forecast and track marketing and sales trends, analyzing collected data.
  • Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
  • Monitor industry statistics and follow trends in trade literature.
  • Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
  • Direct trained survey interviewers.
  • Develop and implement procedures for identifying advertising needs.

Work Styles

Achievement/Effort

Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.

Persistence

Job requires persistence in the face of obstacles.

Initiative

Job requires a willingness to take on responsibilities and challenges.

Leadership

Job requires a willingness to lead, take charge, and offer opinions and direction.

Cooperation

Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.

Concern for Others

Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.

Social Orientation

Job requires preferring to work with others rather than alone, and being personally connected with others on the job.

Self-Control

Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.

Stress Tolerance

Job requires accepting criticism and dealing calmly and effectively with high-stress situations.

Adaptability/Flexibility

Job requires being open to change (positive or negative) and to considerable variety in the workplace.

Dependability

Job requires being reliable, responsible, and dependable, and fulfilling obligations.

Attention to Detail

Job requires being careful about detail and thorough in completing work tasks.

Integrity

Job requires being honest and ethical.

Independence

Job requires developing one's own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.

Innovation

Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.

Analytical Thinking

Job requires analyzing information and using logic to address work-related issues and problems.

Data Source: This page includes information from the O*NET 28.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET® is a trademark of USDOL/ETA. This page includes Employment Projections program, Occupational Employment and Wage Statistics program, U.S. Bureau of Labor Statistics.