Market Research Analysts and Marketing Specialists
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.
Sample of reported job titles:
Business Development Specialist, Communications Specialist, Demographic Analyst, Market Analyst, Market Research Analyst, Market Research Consultant, Market Research Specialist, Market Researcher
Occupation-Specific Information
Tasks
- Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
- Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
- Measure and assess customer and employee satisfaction.
- Forecast and track marketing and sales trends, analyzing collected data.
- Seek and provide information to help companies determine their position in the marketplace.
Technology Skills
- Analytical or scientific software:AcaStat Software,Adaptive conjoint analysis ACA software,AndersonBell Abstat,Cytel LogXact,Data analysis software,GLOBE Claritas,IBM SPSS Statistics,Insightful S-PLUS,Minitab,Palisade StatTools,Provalis Research Simstat,SAS statistical software,Sawtooth Choice-Base Conjoint CBS,Sawtooth Composite Product Mapping CPM,StataCorp Stata,StatPac,Survey software,The MathWorks MATLAB,TNS MarketWhys,TNS Miriad,UNISTAT Statistical Package,WinCross
- Business intelligence and data analysis software:IBM Cognos Impromptu,MicroStrategy,Oracle Business Intelligence Enterprise Edition,Qlik Tech QlikView,Tableau
- Categorization or classification software:Map Maker
- Cloud-based data access and sharing software:Dropbox,Google Drive,Microsoft SharePoint,Slack
- Content workflow software:Adxstudio, for Microsoft
Occupational Requirements
Work Activities
- Getting Information:Observing, receiving, and otherwise obtaining information from all relevant sources.
- Analyzing Data or Information: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:Translating or explaining what information means and how it can be used.
- Processing Information:Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
- Working with Computers:Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Detailed Work Activities
- Analyze consumer trends.
- Analyze industry trends.
- Analyze market conditions or trends.
- Conduct surveys in organizations.
- Develop business or market strategies.
Work Context
- Electronic Mail:100% responded"Every day"
- Telephone:70% responded"Every day"
- Spend Time Sitting:65% responded"Continually or almost continually"
- Indoors, Environmentally Controlled:61% responded"Every day"
- Freedom to Make Decisions:57% responded"A lot of freedom"
Worker Requirements
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.
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.
Education
How much education does a new hire need to perform a job in this occupation? Respondents said:
- 57%Bachelor's Degree
- 39%Master's Degree
Worker Characteristics
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.
Interests
- 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 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.
- 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.
- 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.
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.
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