Market-Research Analysts

What do they do?

Market-research analysts gather information that companies use to make decisions on their products and services. In the consumer field, they study the wants and needs of people who buy and use products and services. Industrial marketing focuses on the current and future needs of businesses and government as consumers. In both areas, analysts present their findings in written reports summarizing their findings, making recommendations, and choosing alternative courses of action.

Work Activities

Develop research methods and design questionnaires for gathering data.
Gather and study data to predict future marketing trends.
Prepare reports and illustrations of findings.
Make recommendations and propose alternative courses of action in writing or orally conducted interviews.
Study trade journals, government reports, and financial publications.

Skills & Abilities

Knowledge of marketing, computer science, statistics, and economics.
Skills in collection, analysis, and interpretation of research data.
Skills in oral and written communication and reading and writing technical materials.
Skills in supervision and dealing with people.

Be able to learn principles of business, math, and market research.
Have good verbal and math abilities to use in collecting, analyzing, and explaining data.
Be able to do detailed paperwork, keep accuate records, and see important detail in verbal or numerical materials.
Be able to work well with people.
Be able to make decisions based on data, observations, and experience.
Be able to solve problems objectively.
Be creative and patient

Work settings

Environment: Work indoors in offices.
Hours: Work 40 hours a week with some longer hours to meet deadlines.
Employers: Manufacturing companies, advertising agencies, stores, radio and television stations, newspapers, research centers, government agencies, management and consulting firms, telephone companies, and independent consultants.

Employment & wages

By 2000, it's estimated that 179 economists will be employed in Nebraska. Market-research analysts are a part of this group. Growth and/or turnover create approximately 6 annual job openings. It's estimated that 64,000 economists will be employed in the U.S. by 2005. Market-research analysts are a part of this group.

Projected growth
Nebraska - Little change or more slowly than average, 4%
National - About as fast as average, 25%
Nebraska annual beginning wage: $19,000 to $25,000
Nebraska annual experienced wage: $25,000 to $30,000
National annual average wage: $26,200 to $51,800

Training

A bachelors degree in marketing or statistics is the minimum educational requirement for trainee positions.
An advanced degree in marketing, business administration, statistics, or some other closely related field is usually needed for specialized positions within marketing.

Helpful high school subjects

High school subjects that may help prepare individuals for this occupation include English, literature, composition, speech, algebra I and II, geometry, biology, chemistry, physics, economics, marketing, geography, foreign language, and computer applications.

Bibliography

Nebraska Career Information System: Occupations (1995-96 ed.), pp. 104-105.
Complete Guide for Occupational Exploration (1993 ed.), pp. 449-451.
Dictionary of Occupational Titles (4th ed. Revised, 1991), pp. 53.
Occupational Outlook Handbook (1994-95 ed.), p. 121.

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