Market Researcher Job Description - Salary, Education and Career Guide on How to Become a Market Researcher

Some people describe market researchers as applied consumer behaviorists. Market researchers want to learn what the public wants, needs and thinks. They develop research methods to collect, organize and interpret quantitative data. They use this data to determine how to promote a better product, service or retail facility.

Job Description

There are two types of market research: primary and secondary. Primary market researchers collect their own data. This involves the use of several tools, including:
  • field tests
  • focus groups
  • interviews
  • new product tests
  • observation
  • statistical analysis packages
  • surveys.
 
Secondary market researchers use data that has been previously collected. Many databases are filled with data from years of studies which can be searched and organized. If a researcher has good technical skills, much information can be extracted from these databases. Secondary market research is less expensive and quicker than primary market research, but is usually far less specific.
 
Being a market researcher requires many talents. Analytical skills are extremely important. Market researchers must be very creative and willing to work long hours. They must have strong interpersonal skills, a solid sales background and excellent communication skills. They must be team oriented, as they work closely with statisticians, interviewers, IT staff and motivational research specialists.

Salary Guide

There are several levels of market researcher jobs. The typical salary for a market analyst is generally between $24,000 and $50,000 a year. A project director makes between $45,000 and $70,000 a year. Market research directors earn between $75,000 and $200,000 annually.

Education and Training

An entry-level market researcher should have an undergraduate degree. Employers prefer marketing degrees and certain coursework, such as:
  • advertising
  • mathematics
  • psychology
  • statistics
  • survey design.
 

A master’s degree or doctorate may be required for executive positions in market research. Management positions are usually filled by those with graduate degrees in the following areas:

  • business
  • marketing
  • statistics.
 

Prior Work Experience

If you are wondering how to become a market researcher, you may want to consider a position in retail management, advertising or research. Any position in which you study market trends or consumerism will likely help you become a market researcher. Work in statistics will also prepare you for a variety of market researcher jobs.

Career Advancement

Market research is a growing field. After holding a market researcher job, you can work as an independent consultant for an advertising company, corporation or large firm. Advancement depends on your understanding of the necessary technology, including databases and web-based marketing techniques.
 
People who are experienced in market research can continue being promoted within this field or move on to other careers such as executives, advertising managers or statisticians. Successful researchers most likely have excellent interpersonal and numerical analysis skills. They might find jobs as economists or bankers.

Related Associations and Groups

  • American Marketing Association
  • European Society for Opinion and Marketing Research (ESOMAR)
  • Marketing Research Association.
 
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