- Market and survey researchers gather information about what people think.
- Market research analysts help companies understand what types of products people want, determine who will buy them and at what price.
- Gathering statistical data on competitors and examining prices, sales, and methods of marketing and distribution, they analyze data on past sales to predict future sales.
- Market research analysts devise methods and procedures for obtaining the data they need by designing surveys to assess consumer preferences.
- While a majority of surveys are conducted through the Internet and telephone, other methods may include focus group discussions, mail responses, or setting up booths in public places, such as shopping malls, for example. Trained interviewers usually conduct the surveys under a market research analyst's direction.
- Market opinion research has contributed greatly to a higher standard of living as most products and services consumers purchase are available with the aid of market research.
- By making recommendations to their client or employer, market research analysts provide companies with vital information to help them make decisions on the promotion, distribution, and design of products or services.
- For example, child proof closures on medicine bottles exist because research helped define the most workable design; and the growing variety of ready to cook meals, such as microwaveable soups and pre-packaged meat products, exist because of increasing public demand for fast and convenient meals.
- The information also may be used to determine whether the company should add new lines of merchandise, open new branches, or otherwise diversify the company's operations.
- Market research analysts also help develop advertising brochures and commercials, sales plans, and product promotions such as rebates and giveaways based on their knowledge of the consumer being targeted.
- Survey researchers also gather information about people and their opinions, but these workers focus exclusively on designing and conducting surveys.
- They work for a variety of clients—such as corporations, government agencies, political candidates—gathering information to help make fiscal or policy decisions, measure the effectiveness of those decisions, and improve customer satisfaction.
- Survey researchers may conduct opinion research to determine public attitudes on various issues; the research results may help political or business leaders measure public support for their electoral prospects or social policies.
- Like market research analysts, survey researchers may use a variety of mediums to conduct surveys, such as the Internet, telephone interviews, or questionnaires sent through the mail. They also may supervise interviewers who conduct surveys in person or over the telephone.
- Survey researchers design surveys in many different formats, depending upon the scope of their research and the method of collection. Interview surveys, for example, are common because they can increase participation rates.
- Survey researchers may consult with economists, statisticians, market research analysts, or other data users in order to design surveys. They also may present survey results to clients.
- Job opportunities should be best for jobseekers with a master's or Ph.D. degree in marketing or a social science and with strong quantitative skills.
- Market research analysts, the larger specialty, will experience much faster than average job growth because competition between companies seeking to expand their market and sales of their products will generate a growing need for marketing professionals.
- Marketing research provides organizations valuable feedback from purchasers, allowing companies to evaluate consumer satisfaction and adjust their marketing strategies and plan more effectively for the future.
- Future locations of stores and shopping centers, for example, will be determined by marketing research, as will consumer preference of virtually all products and services.
- In addition, globalization of the marketplace creates a need for more market researchers to analyze foreign markets and competition.
- Survey researchers, a much smaller specialty, will also increase much faster than average as public policy groups and all levels of governments increasingly use public opinion research to help determine a variety of issues, such as the best mass transit systems, social programs, and special services for school children and senior citizens that will be needed.
- Survey researchers will also be needed to meet the growing demand for market and opinion research as an increasingly competitive economy requires businesses and organizations to allocate advertising funds and other expenditures more effectively and efficiently.
- Bachelor's degree holders may face competition for market research jobs, as many positions, especially technical ones, require a master's or doctoral degree.
- Among bachelor's degree holders, those with good quantitative skills, including a strong background in mathematics, statistics, survey design, and computer science, will have the best opportunities.
- Those with a background in consumer behavior or an undergraduate degree in a social science—psychology, sociology, or economics—may qualify for less technical positions, such as a public opinion researcher.
- Obtaining the Professional Researcher Certification also can be important as it demonstrates competence and professionalism among potential candidates.
- Overall, job opportunities should be best for jobseekers with a master's or Ph.D. degree in marketing or a related field and with strong quantitative skills.
- Market research analysts should have the best opportunities in consulting firms and marketing research firms as companies find it more profitable to contract for market research services rather than support their own marketing department.
- However, other organizations, including computer systems design companies, software publishers, financial services organizations, healthcare institutions, advertising firms, and insurance companies, may also offer job opportunities for market research analysts.
- Increasingly, market research analysts not only collect and analyze information, but also help clients implement ideas and recommendations.
- There will be fewer job opportunities for survey researchers since it is a relatively smaller occupation and a greater number of candidates qualify for these positions.
- The best prospects will come from growth in the market research and public opinion polling industry, which employs many survey researchers.
Market and survey researchers perform research to find out how well the market will receive products, services, and ideas. This research may include planning, implementing, and analyzing surveys to determine the needs and preferences of people. Other jobs using these skills include Economists; Management analysts; Psychologist; Sociologists and political scientist; Statisticians; Urban and regional planners
Market and survey researchers often work closely with Advertising, Marketing, Promotions, Public Relations and Sales Managers.
Other occupations involved in market research and data collection are Management analysts, Market and survey researchers.
When analyzing data, market and survey researchers must use quantitative skills similar to those of Actuaries, Cost estimators and Mathematicians.
Market and survey researchers often are concerned with public opinion, as are Public relations specialists.
- BA in Business Administration
- BA in Marketing
- BA in Statistics
This career information is drawn from data provided by the U.S. Department of Labor.