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Market Research Analysts and Marketing Specialists
SOC Code: 13-1161.00

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, Communications Specialist, Demographic Analyst, Market Analyst, Market Research Analyst, Market Research Consultant, Market Research Specialist, Market Researcher, Marketing Research Coordinator

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.

Technology Skills

  • Analytical or scientific software - IBM SPSS Statistics ; Minitab ; TNS Miriad; WinCross (see all 22 examples)
  • Business intelligence and data analysis software - IBM Cognos Impromptu ; MicroStrategy ; Qlik Tech QlikView ; Tableau (see all 5 examples)
  • Categorization or classification software - Map Maker
  • Content workflow software - Adxstudio, for Microsoft
  • Customer relationship management CRM software - Blackbaud The Raiser's Edge ; Insightful Corporation Confirmit; Oracle Eloqua ; Salesforce software (see all 8 examples)
  • Data base management system software - Apache Hadoop ; Apache Hive ; Teradata Database
  • Data base reporting software - SAP Crystal Reports
  • Data base user interface and query software - GMI NET-MR; Microsoft Access ; Structured query language SQL ; WorldAPP KeySurvey Suite (see all 11 examples)
  • Data mining software - Google Analytics ; IBM Intelligent Miner; NCR Teradata Warehouse Miner; Oracle Darwin (see all 5 examples)
  • Desktop publishing software - Adobe Systems Adobe InDesign ; LogiXML Ad-HOC; Microsoft Publisher; Sawtooth SSI Web
  • Development environment software - Adobe Systems Adobe ActionScript; Microsoft Visual Basic
  • Document management software - Adobe Systems Adobe Acrobat
  • Electronic mail software - Microsoft Outlook
  • Enterprise resource planning ERP software - Microsoft Dynamics ; NetSuite ERP ; Oracle PeopleSoft ; SAP (see all 7 examples)
  • Expert system software - Digivey software (expert system feature)
  • Financial analysis software - Delphi Technology ; Financial planning software
  • Graphics or photo imaging software - Adobe Systems Adobe Creative Cloud ; Adobe Systems Adobe Photoshop ; Microsoft Visio ; Thomson Dialog (see all 7 examples)
  • Information retrieval or search software - Factiva; LexisNexis; Mintel Reports; Verispan Patient Parameters (see all 9 examples)
  • Internet browser software - Web browser software
  • Map creation software - ESRI ArcGIS software
  • Object or component oriented development software - R
  • Office suite software - Microsoft Office
  • Operating system software - Apple macOS
  • 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 (see all 5 examples)
  • Sales and marketing software - Google AdWords ; Marketo Marketing Automation
  • Spreadsheet software - Microsoft Excel
  • Transaction security and virus protection software - Symantec
  • Video creation and editing software - Adobe Systems Adobe AfterEffects ; Apple Final Cut Pro ; YouTube
  • Web page creation and editing software - Adobe Systems Adobe Dreamweaver ; Adobe Systems Adobe Flash Player; Facebook ; LinkedIn
  • Web platform development software - Cascading Style Sheets CSS ; Drupal ; Hypertext markup language HTML ; JavaScript (see all 7 examples)
  • Word processing software - Microsoft Word

Tools Used

  • Desktop computers
  • Notebook computers
  • Personal computers
  • Personal digital assistant PDAs or organizers - Personal digital assistants PDA
  • Scanners
  • Tablet computers

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.
  • 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.
  • Mathematics - Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
  • 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.
  • 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.
  • Clerical - Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
  • Computers and Electronics - Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
  • Sociology and Anthropology - Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
  • Psychology - Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.
  • Economics and Accounting - Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data.

Skills

  • Critical Thinking - Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
  • Reading Comprehension - Understanding written sentences and paragraphs in work related documents.
  • Writing - Communicating effectively in writing as appropriate for the needs of the audience.
  • 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.
  • Speaking - Talking to others to convey information effectively.
  • Judgment and Decision Making - Considering the relative costs and benefits of potential actions to choose the most appropriate one.
  • Active Learning - Understanding the implications of new information for both current and future problem-solving and decision-making.
  • Mathematics - Using mathematics to solve problems.
  • Monitoring - Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
  • Persuasion - Persuading others to change their minds or behavior.
  • 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.
  • 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.
  • Coordination - Adjusting actions in relation to others' actions.
  • Learning Strategies - Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
  • Time Management - Managing one's own time and the time of others.

Abilities

  • Inductive Reasoning - The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
  • Deductive Reasoning - The ability to apply general rules to specific problems to produce answers that make sense.
  • 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).
  • 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.
  • 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.
  • 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.
  • Speech Clarity - The ability to speak clearly so others can understand you.
  • 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.
  • 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.
  • Flexibility of Closure - The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.

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.

Work Context

  • Electronic Mail - 100% responded “Every day.”
  • Spend Time Sitting - 65% responded “Continually or almost continually.”
  • Telephone - 70% responded “Every day.”
  • Freedom to Make Decisions - 57% responded “A lot of freedom.”
  • Importance of Being Exact or Accurate - 57% responded “Extremely important.”
  • Duration of Typical Work Week - 70% responded “More than 40 hours.”
  • Structured versus Unstructured Work - 43% responded “A lot of freedom.”
  • Contact With Others - 43% responded “Constant contact with others.”
  • Face-to-Face Discussions - 52% responded “Every day.”
  • Indoors, Environmentally Controlled - 61% responded “Every day.”
  • Time Pressure - 43% responded “Once a week or more but not every day.”
  • Work With Work Group or Team - 43% responded “Very important.”
  • Letters and Memos - 39% responded “Every day.”
  • Impact of Decisions on Co-workers or Company Results - 39% responded “Important results.”
  • Deal With External Customers - 30% responded “Extremely important.”
  • Coordinate or Lead Others - 35% responded “Very important.”
  • Frequency of Decision Making - 36% responded “Once a month or more but not every week.”
  • Level of Competition - 35% responded “Moderately competitive.”
  • Responsibility for Outcomes and Results - 35% responded “Limited responsibility.”

Education

Percentage of RespondentsEducation Level Required
57%Bachelor's degree
39%Master's degree
4%Post-baccalaureate certificate

Work Styles

  • 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.
  • Dependability - Job requires being reliable, responsible, and dependable, and fulfilling obligations.
  • Integrity - Job requires being honest and ethical.
  • Initiative - Job requires a willingness to take on responsibilities and challenges.
  • Adaptability/Flexibility - Job requires being open to change (positive or negative) and to considerable variety in the workplace.
  • Persistence - Job requires persistence in the face of obstacles.
  • Cooperation - Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
  • 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.
  • Achievement/Effort - Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
  • Stress Tolerance - Job requires accepting criticism and dealing calmly and effectively with high stress 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.
  • Self Control - Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.
  • Concern for Others - Job requires being sensitive to others' needs and feelings and being understanding and helpful on the job.

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.

Wages & Trends

  • Median wages (2017)
    • $30.40 hourly, $63,230 annual
  • Employment (2016)
    • 595,000 employees
  • Projected growth (2016-2026)
    • Much faster than average (15% or higher)
  • Projected job openings (2016-2026)
    • 77,100

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