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Career Description

Research market conditions in local, regional, or national areas, or gather information to determine potential sales of a product or service, or create a marketing campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution.

What Job Titles Market Research Analysts and Marketing Specialists Might Have

• Market Analyst
• Market Research Analyst
• Market Research Consultant
• Project Manager

What Market Research Analysts and Marketing Specialists Do

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

What Market Research Analysts and Marketing Specialists Should Be Good At

• Written Comprehension - The ability to read and understand information and ideas presented in writing.
• Written Expression - The ability to communicate information and ideas in writing so others will understand.
• Oral Comprehension - The ability to listen to and understand information and ideas presented through spoken words and sentences.
• Oral Expression - The ability to communicate information and ideas in speaking so others will understand.
• Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
• Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
• Fluency of Ideas - The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
• Speech Clarity - The ability to speak clearly so others can understand you.
• Problem Sensitivity - The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
• Information Ordering - The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
• Category Flexibility - The ability to generate or use different sets of rules for combining or grouping things in different ways.
• Near Vision - The ability to see details at close range (within a few feet of the observer).

What Market Research Analysts and Marketing Specialists Should Be Interested In

• Investigative - Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.

What Market Research Analysts and Marketing Specialists Need to Learn

• English Language - Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
• Customer and Personal Service - Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
• Administration and Management - Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
• Sales and Marketing - Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
• Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
• Communications and Media - Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
• Mathematics - Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.