Market Research Analysts

Description

Research market conditions in local, regional, or national areas to determine potential sales of a product or service. May gather information on competitors, prices, sales, and methods of marketing and distribution. May use survey results to create a marketing campaign based on regional preferences and buying habits.

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.
  • Measure the effectiveness of marketing, advertising, and communications programs and strategies.
  • Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
  • Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
  • Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
  • Monitor industry statistics and follow trends in trade literature.
  • Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
  • Develop and implement procedures for identifying advertising needs.
  • Direct trained survey interviewers.

Knowledge

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.
English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
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.
Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Economics and Accounting — Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data.
Education and Training — Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
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.

Skills

Reading Comprehension — Understanding written sentences and paragraphs in work related documents.
Time Management — Managing one's own time and the time of others.
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.
Coordination — Adjusting actions in relation to others' actions.
Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.
Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
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.
Negotiation — Bringing others together and trying to reconcile differences.

Abilities

Written Comprehension — The ability to read and understand information and ideas presented in writing.
Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.
Written Expression — The ability to communicate information and ideas in writing so others will understand.
Oral Expression — The ability to communicate information and ideas in speaking so others will understand.
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.
Speech Clarity — The ability to speak clearly so others can understand you.
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.
Near Vision — The ability to see details at close range (within a few feet of the observer).
Speech Recognition — The ability to identify and understand the speech of another person.

Work Activities

Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.
Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.
Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.
Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
Communicating with Persons Outside Organization — 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.
Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.

Work Context

Telephone — How often do you have telephone conversations in this job?
Electronic Mail — How often do you use electronic mail in this job?
Importance of Being Exact or Accurate — How important is being very exact or highly accurate in performing this job?
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?
Spend Time Sitting — How much does this job require sitting?
Face-to-Face Discussions — How often do you have to have face-to-face discussions with individuals or teams in this job?
Deal With External Customers — How important is it to work with external customers or the public 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?
Importance of Repeating Same Tasks — How important is repeating the same physical activities (e.g., key entry) or mental activities (e.g., checking entries in a ledger) over and over, without stopping, to performing this job?
Frequency of Decision Making — How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?

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

Work Style

Initiative — Job requires a willingness to take on responsibilities and challenges.
Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
Integrity — Job requires being honest and ethical.
Persistence — Job requires persistence in the face of obstacles.
Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.
Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high stress situations.
Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.

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

Related Occupations

Lay Titles

National Wages and Employment Info


Median Wages (2008): $29.36 hourly, $61,070 annual.
Employment (2008): 230,070 employees