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Market Research Analysts and Marketing Specialists

Market Research Analysts and Marketing Specialists

Overview
Job Zone Four: Considerable Preparation Needed
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.

Education

Most of these occupations require a four-year bachelor's degree, but some do not.

Job Training

Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Examples

Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.

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.

Salary Salary

Salary at 10th Percentile: $35K
Salary at 25th Percentile: $48K
Median Salary: $65K
Salary at 75th Percentile: $93K
Salary at 90th Percentile: $127K

Demand
Career Demand by State Career Demand by State Legend
Core 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
Technology
Example
Hot Technology
Analytical or scientific software
The MathWorks MATLAB
Business intelligence and data analysis software
Tableau
Categorization or classification software
Map Maker
Content workflow software
Adxstudio, for Microsoft
Customer relationship management CRM software
Salesforce software
Data base management system software
Teradata Database
Data base reporting software
SAP Crystal Reports
Data base user interface and query software
Structured query language SQL
Data mining software
Google Analytics
Desktop publishing software
Adobe Systems Adobe InDesign
Development environment software
Microsoft Visual Basic for Applications VBA
Document management software
Adobe Systems Adobe Acrobat
Electronic mail software
Microsoft Outlook
Enterprise resource planning ERP software
SAP Business Objects
Expert system software
Digivey software (expert system feature)
Financial analysis software
Financial planning software
Graphics or photo imaging software
SmugMug Flickr
Information retrieval or search software
Walmart Retail Link
Instant messaging software
GroupMe
Internet browser software
Web browser software
Map creation software
ESRI ArcGIS software
Network conferencing software
LogMeIn GoToWebinar
Object or component oriented development software
R
Office suite software
Microsoft Office
Operating system software
Red Hat Enterprise Linux
Point of sale POS software
Digivey software (point of sale feature)
Presentation software
Microsoft PowerPoint
Project management software
Microsoft SharePoint
Sales and marketing software
Marketo Marketing Automation
Spreadsheet software
Microsoft Excel
Transaction security and virus protection software
Symantec
Video conferencing software
Zoom
Video creation and editing software
YouTube
Web page creation and editing software
Social media sites
Web platform development software
PHP: Hypertext Preprocessor
Word processing software
Microsoft Word
Tools Used
Tool
Example
Computer Equipment and Accessories
Personal computers
Top 10 Knowledge Required
English Language
86%
Importance

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
84%
Importance

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
82%
Importance

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
81%
Importance

Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.

Administration and Management
75%
Importance

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
70%
Importance

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
68%
Importance

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
65%
Importance

Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

Sociology and Anthropology
65%
Importance

Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.

Psychology
64%
Importance

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.

Top 10 Skills
Critical Thinking
80%
Importance

Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

Reading Comprehension
80%
Importance

Understanding written sentences and paragraphs in work related documents.

Writing
80%
Importance

Communicating effectively in writing as appropriate for the needs of the audience.

Active Listening
78%
Importance

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
78%
Importance

Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.

Speaking
78%
Importance

Talking to others to convey information effectively.

Judgment and Decision Making
73%
Importance

Considering the relative costs and benefits of potential actions to choose the most appropriate one.

Active Learning
70%
Importance

Understanding the implications of new information for both current and future problem-solving and decision-making.

Mathematics
65%
Importance

Using mathematics to solve problems.

Monitoring
65%
Importance

Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Top 10 Abilities
Inductive Reasoning
83%
Importance

The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).

Deductive Reasoning
80%
Importance

The ability to apply general rules to specific problems to produce answers that make sense.

Fluency of Ideas
80%
Importance

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
80%
Importance

The ability to listen to and understand information and ideas presented through spoken words and sentences.

Oral Expression
80%
Importance

The ability to communicate information and ideas in speaking so others will understand.

Written Comprehension
80%
Importance

The ability to read and understand information and ideas presented in writing.

Written Expression
80%
Importance

The ability to communicate information and ideas in writing so others will understand.

Information Ordering
78%
Importance

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
75%
Importance

The ability to generate or use different sets of rules for combining or grouping things in different ways.

Speech Clarity
75%
Importance

The ability to speak clearly so others can understand you.

Top 10 Work Activities
Getting Information
98%
Importance

Observing, receiving, and otherwise obtaining information from all relevant sources.

Analyzing Data or Information
96%
Importance

Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.

Interpreting the Meaning of Information for Others
94%
Importance

Translating or explaining what information means and how it can be used.

Interacting With Computers
93%
Importance

Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.

Processing Information
93%
Importance

Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.

Making Decisions and Solving Problems
91%
Importance

Analyzing information and evaluating results to choose the best solution and solve problems.

Organizing, Planning, and Prioritizing Work
87%
Importance

Developing specific goals and plans to prioritize, organize, and accomplish your work.

Communicating with Persons Outside Organization
85%
Importance

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.

Establishing and Maintaining Interpersonal Relationships
85%
Importance

Developing constructive and cooperative working relationships with others, and maintaining them over time.

Developing Objectives and Strategies
83%
Importance

Establishing long-range objectives and specifying the strategies and actions to achieve them.

Detailed Work Activities

Prepare research reports.

Analyze consumer trends.

Conduct surveys in organizations.

Establish business management methods.

Measure effectiveness of business strategies or practices.

Gather organizational performance information.

Analyze market conditions or trends.

Monitor business indicators.

Analyze industry trends.

Discuss business strategies, practices, or policies with managers.

Supervise employees.

Develop business or market strategies.

Work Context
Electronic Mail

How often do you use electronic mail in this job?

Telephone

How often do you have telephone conversations in this job?

Spend Time Sitting

How much does this job require sitting?

Indoors, Environmentally Controlled

How often does this job require working indoors in environmentally controlled conditions?

Freedom to Make Decisions

How much decision making freedom, without supervision, does the job offer?

Importance of Being Exact or Accurate

How important is being very exact or highly accurate in performing this job?

Face-to-Face Discussions

How often do you have to have face-to-face discussions with individuals or teams in this job?

Contact With Others

How much does this job require the worker to be in contact with others (face-to-face, by telephone, or otherwise) in order to perform it?

Structured versus Unstructured Work

To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?

Letters and Memos

How often does the job require written letters and memos?

Education
Majors
Major
Family and Consumer Sciences/Human Sciences Business Services
Apparel and Textiles
Data Analytics
Economics
Marketing
Specialized Sales, Merchandising and Marketing Operations
Interests
Investigative
96%
Importance

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
72%
Importance

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
58%
Importance

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.

Artistic
24%
Importance

Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.

Realistic
19%
Importance

Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.

Social
19%
Importance

Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.

Top 10 Work Styles
Analytical Thinking
100%
Importance

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

Attention to Detail
96%
Importance

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

Dependability
93%
Importance

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

Integrity
92%
Importance

Job requires being honest and ethical.

Initiative
87%
Importance

Job requires a willingness to take on responsibilities and challenges.

Adaptability/Flexibility
86%
Importance

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

Persistence
82%
Importance

Job requires persistence in the face of obstacles.

Cooperation
81%
Importance

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

Independence
81%
Importance

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
80%
Importance

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

Work Values
Achievement
67%
Importance

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.

Support
62%
Importance

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

Working Conditions
62%
Importance

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

Independence
58%
Importance

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

Recognition
53%
Importance

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
48%
Importance

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.