Market and Survey Researchers
Market and survey researchers are trained to compile and analyze information for businesses. A variety of research tools are utilized before presenting findings and recommendations to a client.
Business Schools
Career Opportunities
Market or marketing research analysts focus on potential sales of a product or service. Telephone, mail, or Internet surveys are often used to collect information about a consumer’s opinion of a product. Market researchers also analyze data about the competition, pricing, and marketing. All of this information helps the researcher to determine promotion, pricing, and distribution methods. The strategies are then presented to the client. Survey researchers design and implement surveys. Unlike market researchers, they focus on all subject areas, not just product sales. Clients often consist of government agencies or political candidates, in addition to corporations and service providers. They conduct surveys via phone, mail, or Internet. Interviews are also done in person. The surveys are used to determine public attitudes, measure customer satisfaction, or formulate policies. Once information is analyzed, results are presented to the clients.
Necessary Qualifications
Market and survey researchers are required to have at least a master’s degree in marketing, statistics, business administration, or another related study. Those with a bachelor’s degree in marketing or business may be able to obtain an entry-level position as an assistant or salesperson. Candidates should have a strong background in statistics and math. An internship can be invaluable. If this is not an option, students should spend as much time as possible conducting interviews, collecting data, and writing reports. This experience might translate to better job opportunities upon graduation. Written and oral communication skills are important when reporting results to clients. Market and survey researchers should also be patient and detail-oriented. Many research projects are long and tedious, requiring a large amount of problem solving. Workweeks are usually forty hours. However, if a project deadline is nearing, longer hours may be expected.
Salary and Advancement
Market research analysts earn a yearly salary that ranges between $29,000 and $100,000. The large variance in range is determined by the size of the company and the position held. Senior market researchers who are responsible for their own projects command higher salaries. Survey researchers earn between $15,000 and $57,000 annually. Individuals typically enter the field as a research assistant, a salesperson, or a management trainee. Those with graduate degrees have stronger advancement opportunities. With experience, they advance by managing research projects independently. Many with a PhD seek out jobs as professors in colleges and universities.
*This is a summarized article created to allow for a quick career review. For the most accurate and up-to-date information visit the Bureau of Labor Statistics, U.S. Department of Labor website to learn more about Market and Survey Researchers.
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copyright 2005
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