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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: Market Research Analyst, Market Analyst, Project Manager, Market Research Consultant, Client Service and Consulting Manager, Market Research Manager, Product Line Manager, Business Development Specialist, Client Services Vice President, Communications Specialist

View report: Summary  Details  Custom

Tasks  |  Tools & Technology  |  Knowledge  |  Skills  |  Abilities  |  Work Activities  |  Work Context  |  Job Zone  |  Education  |  Credentials  |  Interests  |  Work Styles  |  Work Values  |  Related Occupations  |  Wages & Employment  |  Job Openings  |  Additional Information

Tasks

  • 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.

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Tools & Technology

Tools used in this occupation:

Desktop computers
Notebook computers
Personal computers
Personal digital assistant PDAs or organizers — Personal digital assistants PDA
Scanners

Technology used in this occupation:

Analytical or scientific software — Provalis Research Simstat; Sawtooth Composite Product Mapping CPM; TNS Miriad; WinCross software
Customer relationship management CRM software — Epiphany software; Sage ACT!; TechExcel software; Vantage MCIF
Data base user interface and query software — GMI NET-MR; IBM IMS; Microsoft Access; TranspoLink BidLeads
Information retrieval or search software — Factiva; LexisNexis software; Verispan Patient Parameters; Walmart Retail Link
Project management software — 37Signals Basecamp; ClassApps SelectSurveyASP; Microsoft Project; Perseus SurveySolutions

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Knowledge

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.

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Skills

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.

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Abilities

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).

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Work Activities

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.

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Work Context

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.”

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Job Zone

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)

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Education


Percentage of Respondents
Education Level Required
71   Bachelor's degree
21   Master's degree
  Post-baccalaureate certificate Help

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Credentials

Find Training Find Certifications

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Interests

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.

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Work Styles

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.

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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.
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.

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Related Occupations

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13-1141.00 Compensation, Benefits, and Job Analysis Specialists
13-2051.00 Financial Analysts Bright Outlook Green Occupation
13-2099.02 Risk Management Specialists   Bright Outlook Bright Outlook     Green Occupation Green
19-3022.00 Survey Researchers
27-3031.00 Public Relations Specialists Green Occupation

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Wages & Employment Trends

Median wages (2013) $29.23 hourly, $60,800 annual
State wages Local Salary Info
 
Employment (2012) 416,000 employees
Projected growth (2012-2022) Much faster than average (22% or higher) Much faster than average (22% or higher)
Projected job openings (2012-2022) 188,500
State trends Employment Trends
 
Top industries (2012)

Source: Bureau of Labor Statistics 2013 wage data external site and 2012-2022 employment projections external site. "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.

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Job Openings on the Web

Find Jobs Job Banks

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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 external site. Bureau of Labor Statistics, U.S. Department of Labor. Occupational Outlook Handbook, 2014-15 Edition.

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