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Career Profile: 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.

Salary and Outlook

According to the US Department of Labor, there are 740,900 people employed as market research analysts and marketing specialists in the United States. The median annual salary is $65,800. Entry level employees earn approximately $35,380 per year and senior employees earn approximately $127,410 per year.

Estimates do not include other potential benefits such as health insurance, overtime pay, or retirement benefits that may be offered by employers.

Job Duties

  • 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.
  • Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
  • 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.

Career List

Job Outlook


Total Current Jobs:
740,900
Annual Openings:
96,000
Increase in Openings by 2030:
22%
Annual Salary Range:
$35,380 - $127,410
Education Requirements:
Bachelor's degree