Summary Report for:
13-1161.00 - Market Research Analysts and Marketing Specialists
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.
Sample of reported job titles: Business Development Specialist, Client Service and Consulting Manager, Client Services Vice President, Communications Specialist, Market Analyst, Market Research Analyst, Market Research Consultant, Market Research Manager, Product Line Manager, Project Manager
Tasks | Tools & Technology | Knowledge | Skills | Abilities | Work Activities | Detailed Work Activities | Work Context | Job Zone | Education | Credentials | Interests | Work Styles | Work Values | Related Occupations | Wages & Employment | Job Openings | Additional Information
- 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.
Tools & Technology
Tools used in this occupation:
- Desktop computers
- Notebook computers
- Personal computers
- Personal digital assistant PDAs or organizers — Personal digital assistants PDA
- Tablet computers
Technology used in this occupation:
- Analytical or scientific software — Provalis Research Simstat; Sawtooth Composite Product Mapping CPM; TNS Miriad; WinCross software (see all 21 examples)
- Categorization or classification software — MapMaker software
- Content workflow software — ADXSTUDIO software
- Customer relationship management CRM software — Epiphany software; Sage ACT!; TechExcel software; Vantage MCIF (see all 7 examples)
- Data base user interface and query software — GMI NET-MR; Key Survey software; Microsoft Access; TranspoLink BidLeads (see all 10 examples)
- Data mining software — Cytel Software XLMiner; IBM Intelligent Miner; NCR Teradata Warehouse Miner; Oracle Darwin
- Desktop publishing software — LogiXML Ad-HOC; Sawtooth SSI Web
- Development environment software — Microsoft Visual Basic
- Document management software — INPUT analysis software
- Electronic mail software — Email software
- Enterprise resource planning ERP software — Aprimo Marketing
- Expert system software — Digivey software (expert system feature)
- Financial analysis software — Financial planning software
- Graphics or photo imaging software — Adobe Systems Adobe Fireworks; Adobe Systems Adobe Photoshop software; Graphics software; Thomson Dialog (see all 5 examples)
- Information retrieval or search software — Factiva; LexisNexis software; Verispan Patient Parameters; Walmart Retail Link (see all 9 examples)
- Internet browser software — Web browser software
- Map creation software — Mapping software
- Network conferencing software — Microsoft Sharepoint
- Office suite software — Microsoft Office software
- Point of sale POS software — Digivey software (point of sale feature)
- Presentation software — Microsoft PowerPoint
- Project management software — 37Signals Basecamp; ClassApps SelectSurveyASP; Microsoft Project; Perseus SurveySolutions
- Spreadsheet software — Microsoft Excel
- Web page creation and editing software — Adobe Systems Adobe Flash Player
- Word processing software — Microsoft Word
- 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.
- Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
- 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.
- Reading Comprehension — Understanding written sentences and paragraphs in work related documents.
- Active Listening — Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
- Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
- Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
- Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.
- Speaking — Talking to others to convey information effectively.
- Writing — Communicating effectively in writing as appropriate for the needs of the audience.
- Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
- Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
- Coordination — Adjusting actions in relation to others' actions.
- Operations Analysis — Analyzing needs and product requirements to create a design.
- Social Perceptiveness — Being aware of others' reactions and understanding why they react as they do.
- Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
- Mathematics — Using mathematics to solve problems.
- Persuasion — Persuading others to change their minds or behavior.
- Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
- Time Management — Managing one's own time and the time of others.
- 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.
- 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).
- 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.
- 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.
- Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.
- 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).
- Near Vision — The ability to see details at close range (within a few feet of the observer).
- 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.
- Mathematical Reasoning — The ability to choose the right mathematical methods or formulas to solve a problem.
- Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.
- Selective Attention — The ability to concentrate on a task over a period of time without being distracted.
- Speech Recognition — The ability to identify and understand the speech of another person.
- Number Facility — The ability to add, subtract, multiply, or divide quickly and correctly.
- Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
- Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
- Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
- Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
- Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.
- Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
- Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
- Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.
- Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people.
- Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.
- Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
- Provide Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.
- Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.
- Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.
- Monitor Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.
- Evaluating Information to Determine Compliance with Standards — Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.
- Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.
Detailed Work Activities
- Supervise employees.
- Conduct surveys in organizations.
- Prepare research reports.
- Develop business or market strategies.
- Analyze market conditions or trends.
- Gather organizational performance information.
- Establish business management methods.
- Analyze consumer trends.
- Analyze industry trends.
- Monitor business indicators.
- Discuss business strategies, practices, or policies with managers.
- Measure effectiveness of business strategies or practices.
- Electronic Mail — 92% responded “Every day.”
- Telephone — 88% responded “Every day.”
- Spend Time Sitting — 67% responded “Continually or almost continually.”
- Freedom to Make Decisions — 54% responded “Some freedom.”
- Indoors, Environmentally Controlled — 83% responded “Every day.”
- Face-to-Face Discussions — 54% responded “Every day.”
- Structured versus Unstructured Work — 46% responded “A lot of freedom.”
- Contact With Others — 58% responded “Contact with others most of the time.”
- Importance of Being Exact or Accurate — 38% responded “Extremely important.”
- Work With Work Group or Team — 54% responded “Very important.”
- Duration of Typical Work Week — 54% responded “40 hours.”
- Time Pressure — 63% responded “Once a week or more but not every day.”
- Letters and Memos — 38% responded “Once a week or more but not every day.”
- Impact of Decisions on Co-workers or Company Results — 54% responded “Important results.”
- Level of Competition — 58% responded “Moderately competitive.”
- Frequency of Decision Making — 29% responded “Once a year or more but not every month.”
- Coordinate or Lead Others — 46% responded “Important.”
- Deal With External Customers — 38% responded “Important.”
- Responsibility for Outcomes and Results — 38% responded “Moderate responsibility.”
- Importance of Repeating Same Tasks — 29% responded “Fairly important.”
|Title||Job Zone Four: Considerable Preparation Needed|
|Education||Most of these occupations require a four-year bachelor's degree, but some do not.|
|Related Experience||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.|
|Job Training||Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.|
|Job Zone Examples||Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, database administrators, teachers, chemists, art directors, and cost estimators.|
|SVP Range||(7.0 to < 8.0)|
Percentage of Respondents
|Education Level Required|
Interest code: IEC
- 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.
- Enterprising — Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
- Conventional — Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
- Integrity — Job requires being honest and ethical.
- Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.
- Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
- Initiative — Job requires a willingness to take on responsibilities and challenges.
- Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
- Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
- Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
- Persistence — Job requires persistence in the face of obstacles.
- 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.
- 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.
- Self Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
- Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
- Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.
- 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.
- 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.
- 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.
Wages & Employment Trends
|Median wages (2014)||$29.47 hourly, $61,290 annual|
|Employment (2012)||416,000 employees|
|Projected growth (2012-2022)||Much faster than average (22% or higher)|
|Projected job openings (2012-2022)||188,500|
|Top industries (2012)|
Source: Bureau of Labor Statistics 2014 wage data and 2012-2022 employment projections . "Projected growth" represents the estimated change in total employment over the projections period (2012-2022). "Projected job openings" represent openings due to growth and replacement.
Job Openings on the Web
Sources of Additional Information
Disclaimer: Sources are listed to provide additional information on related jobs, specialties, and/or industries. Links to non-DOL Internet sites are provided for your convenience and do not constitute an endorsement.
- Market Research Analysts . Bureau of Labor Statistics, U.S. Department of Labor. Occupational Outlook Handbook, 2014-15 Edition.