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CAREER COUNSELOR
Market research
Question: I will be graduating from college in May with a degree in economics. I am interested in consumer behavior and working with numbers. A professor suggested that I consider a job in market research. What is market research and what are the entry-level positions in this field? How much do market researchers make?
— Elizabeth
Response: If you are interested in human behavior and working with numbers, market research could be a good fit for you.
Market researchers collect and analyze data about consumer attitudes, buying habits, and reactions to new products or services. We've all been approached by beginning marketing researchers with their clipboards in the mall, or received telephone calls from survey interviewers.
Some research companies offer internship programs where you can learn various marketing research applications from questionnaire design through analysis. You should contact your college placement office or talk to your professor about potential internship opportunities.
Job Description
The marketing research job varies depending on the work setting. Researchers may work in-house for a company gathering data, defining the problem, and implementing a solution. Or they may work for a company that supplies research to other companies. In that case, the emphasis is on gathering and tabulating data. Still other market researchers work for advertising agencies, testing concepts, products, packaging and advertising.
Market researchers use statistical procedures. They design data gathering projects such as surveys, opinion polls or questionnaires. They may prepare reports and graphic illustrations such as tables and charts for presenting their findings. Market researchers may forecast future marketing trends and make suggestions to management on how to use their findings.
Job Development
Many market researchers start at jobs such as interviewers, coding clerks, research assistants, data entry clerks and junior analysts. As you gain experience in the market research field, you may be promoted to a research analyst position.
Analysts check all data for accuracy, compare and contrast new research with norms, and analyze primary and secondary data for market forecasting. Other higher-level positions include data collection supervisor or field supervisor.
Further up the career ladder are assistant project director or research director and project director. They design questionnaires, review field instructions, monitor studies and supervise research assistants. They often coordinate with the marketing and sales force to develop goals for promoting the product or service.
Education
A college education with a social science and mathematics background is usually required to work in market research. Coursework in psychology, sociology, social psychology, advertising and English also provide a good background. For many entry-level jobs, employers provide on-the-job training.
Higher-level positions often prefer or require a Master's in Business Administration (MBA). Most MBA programs are focused on finance. Marketing is emphasized but is not the primary focus. However, the following school in California offers an MBA degree program with a concentration in market research:
Membership benefits include networking opportunities through a membership directory, educational and training programs, a monthly magazine, a monthly e-newsletter, and discounts on MRA products and services, educational seminars and conferences.
Annual membership dues are $223 for individuals and $50 for students. MRA has twelve local chapters, including one in Southern California. Annual chapter membership dues are $15.
Annual professional membership dues are $205, and $175 to renew. Annual student membership dues are $39.
Employment Outlook
Faster than average growth is projected for marketing researchers through 2012.
Salary Range
Entry-level salaries, with a college degree, are approximately $30,000 per year. Beginning earnings for market research analysts in the Los Angeles area are approximately $36,000 to $40,000 per year.
Susan W. Miller, M.A., is a National Certified Career Counselor, a Certified Vocational Evaluation Specialist and holds diplomate status on the American Board of Vocational Experts. She heads California Career Services, a private practice career counseling firm in Los Angeles.
E-mail career questions you'd like answered in this column to info@californiacareerservices.com or visit California Career Services at www.californiacareerservices.com.
— Elizabeth
Response: If you are interested in human behavior and working with numbers, market research could be a good fit for you.
Market researchers collect and analyze data about consumer attitudes, buying habits, and reactions to new products or services. We've all been approached by beginning marketing researchers with their clipboards in the mall, or received telephone calls from survey interviewers.
Some research companies offer internship programs where you can learn various marketing research applications from questionnaire design through analysis. You should contact your college placement office or talk to your professor about potential internship opportunities.
Job Description
The marketing research job varies depending on the work setting. Researchers may work in-house for a company gathering data, defining the problem, and implementing a solution. Or they may work for a company that supplies research to other companies. In that case, the emphasis is on gathering and tabulating data. Still other market researchers work for advertising agencies, testing concepts, products, packaging and advertising.
Market researchers use statistical procedures. They design data gathering projects such as surveys, opinion polls or questionnaires. They may prepare reports and graphic illustrations such as tables and charts for presenting their findings. Market researchers may forecast future marketing trends and make suggestions to management on how to use their findings.
Job Development
Many market researchers start at jobs such as interviewers, coding clerks, research assistants, data entry clerks and junior analysts. As you gain experience in the market research field, you may be promoted to a research analyst position.
Analysts check all data for accuracy, compare and contrast new research with norms, and analyze primary and secondary data for market forecasting. Other higher-level positions include data collection supervisor or field supervisor.
Further up the career ladder are assistant project director or research director and project director. They design questionnaires, review field instructions, monitor studies and supervise research assistants. They often coordinate with the marketing and sales force to develop goals for promoting the product or service.
Education
A college education with a social science and mathematics background is usually required to work in market research. Coursework in psychology, sociology, social psychology, advertising and English also provide a good background. For many entry-level jobs, employers provide on-the-job training.
Higher-level positions often prefer or require a Master's in Business Administration (MBA). Most MBA programs are focused on finance. Marketing is emphasized but is not the primary focus. However, the following school in California offers an MBA degree program with a concentration in market research:
- Santa Clara University
- MBA Office
- Kenna Hall 323
- Santa Clara, CA 95053-0001
- Phone: 408-554-4500
- Fax: 408-554-4571
- www.scu.edu
- Kenna Hall 323
- Marketing Research Association (MRA)
- Phone: (860) 682-1000
- Fax: (860) 682-1010
- General email: email@mra-net.org
- www.mra-net.org
- Southern California Chapter
- (800) 922-1545
- fax: (619) 299-6368
- www.mra-net.org
- Fax: (860) 682-1010
Membership benefits include networking opportunities through a membership directory, educational and training programs, a monthly magazine, a monthly e-newsletter, and discounts on MRA products and services, educational seminars and conferences.
Annual membership dues are $223 for individuals and $50 for students. MRA has twelve local chapters, including one in Southern California. Annual chapter membership dues are $15.
- American Marketing Association (AMA), Los Angeles
- 16300 Stag St.
- Van Nuys, CA 91406
- Phone: (800) 649-8262
- Fax: (818) 909-4433
- Job hotline: (800) 649-8262
- AMA website: www.marketingpower.com
- Southern California AMA website: www.socalama.org
- Van Nuys, CA 91406
Annual professional membership dues are $205, and $175 to renew. Annual student membership dues are $39.
Employment Outlook
Faster than average growth is projected for marketing researchers through 2012.
Salary Range
Entry-level salaries, with a college degree, are approximately $30,000 per year. Beginning earnings for market research analysts in the Los Angeles area are approximately $36,000 to $40,000 per year.
— • —
Susan W. Miller, M.A., is a National Certified Career Counselor, a Certified Vocational Evaluation Specialist and holds diplomate status on the American Board of Vocational Experts. She heads California Career Services, a private practice career counseling firm in Los Angeles.
E-mail career questions you'd like answered in this column to info@californiacareerservices.com or visit California Career Services at www.californiacareerservices.com.
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