Market Research Analyst and Marketing Specialist

Also called: Advertising Analyst, Business Development Analyst, Business Development Specialist, Communications Specialist, Demographic Analyst

$73,970

estimated salary

Market research analysts and marketing specialist 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.

  • 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.
  • Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
  • 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.
Work Context
  • Electronic Mail — 100% responded "Every day".
  • Spend Time Sitting — 66% responded "Continually or almost continually".
  • Telephone — 70% responded "Every day".
  • Freedom to Make Decisions — 57% responded "A lot of freedom".
  • Importance of Being Exact or Accurate — 57% responded "Extremely important".
  • Structured versus Unstructured Work — 44% responded "Some freedom".
  • Face-to-Face Discussions — 53% responded "Every day".
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Work Activities
  • Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
  • Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.
  • Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
  • Interacting With Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
  • Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
  • Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
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Detailed Work Activities
  • Analyze consumer trends.
  • Prepare research reports.
  • Conduct surveys in organizations.
  • Analyze market conditions or trends.
  • Gather organizational performance information.
  • Measure effectiveness of business strategies or practices.
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Knowledge

English Language
  • Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Customer and Personal Service
  • Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Sales and Marketing
  • Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
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Skills

Reading Comprehension
  • Understanding written sentences and paragraphs in work related documents.
Writing
  • Communicating effectively in writing as appropriate for the needs of the audience.
Critical Thinking
  • Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Active Listening
  • Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
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Abilities

Inductive Reasoning
  • The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
Oral Comprehension
  • The ability to listen to and understand information and ideas presented through spoken words and sentences.
Deductive Reasoning
  • The ability to apply general rules to specific problems to produce answers that make sense.
Fluency of Ideas
  • The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
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Personality

People interested in this work like activities that include ideas, thinking, and figuring things out.
They do well at jobs that need:
  • Achievement/Effort
  • Persistence
  • Initiative
  • Leadership
  • Cooperation
  • Concern for Others
  • Social Orientation
  • Self Control
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Technology

You might use software like this on the job:

Document management software
  • Adobe Systems Adobe Acrobat Hot Technology
  • Dropbox
Video creation and editing software
  • Adobe Systems Adobe AfterEffects Hot Technology
  • YouTube Hot Technology
  • Apple Final Cut Pro
  • Loom
  • WeVideo
Graphics or photo imaging software
  • Adobe Systems Adobe Creative Cloud Hot Technology
  • Adobe Systems Adobe Illustrator Hot Technology
  • Adobe Systems Adobe Photoshop Hot Technology
  • Microsoft Visio Hot Technology
  • SmugMug Flickr Hot Technology
  • Adobe Systems Adobe Fireworks
  • Adobe Systems Adobe Flash
  • Thomson Dialog
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Education

Bachelor's Degree or
Master's Degree
usually needed

Get started on your career:

Job Outlook

New job opportunities are very likely in the future.
Salary
$65,810
$35,380
$127,410