Market and survey researchers perform research to find out how well the market will receive products, services, and ideas. Such research may include planning, implementing, and analyzing surveys to determine the needs and preferences of people. Other jobs using these skills include economists, psychologists, sociologists, statisticians, operations research analysts, management analysts, and urban and regional planners. Market and survey researchers often work closely with advertising, marketing, promotions, public relations, and sales managers. When analyzing data, market and survey researchers must use quantitative skills similar to those of mathematicians, cost estimators, and actuaries. Also, market and survey researchers often are concerned with public opinion, as are public relations specialists.

(Source: BLS)

Market and survey researchers spend a lot of time performing precise data analysis, so those considering careers in the occupation should be able to pay attention to detail. Patience and persistence are also necessary qualities because these workers must spend long hours on independent study and problem solving. At the same time, they must work well with others. Market and survey researchers often oversee the interviewing of a wide variety of individuals. Communication skills are also vital because researchers must be able to present their findings orally and in writing.

(Source: BLS)

Employment of market and survey researchers is projected to grow 20 percent from 2006 to 2016, faster than the average for all occupations. As companies seek to expand their market and as consumers become better informed, the need for marketing professionals will increase. In addition, globalization of the marketplace creates a need for more market and survey researchers to analyze foreign markets and competition.

Marketing research provides organizations with valuable feedback from purchasers, allowing companies to evaluate consumer satisfaction and plan more effectively for the future. Survey researchers also will be needed to meet the growing demand for market and opinion research as an increasingly competitive economy requires businesses to allocate advertising funds more effectively and efficiently.

Market research analysts should have the best opportunities in consulting firms and marketing research firms as companies find it more profitable to contract for market research services rather than support their own marketing department. However, other organizations, including computer systems design companies, software publishers, financial services organizations, health care institutions, advertising firms, and insurance companies, may also offer job opportunities for market research analysts. Increasingly, market research analysts not only collect and analyze information, but also help clients implement analysts’ ideas and recommendations.

(Source: BLS)

Survey researchers focus exclusively on designing and conducting surveys to gather information about people and their opinions. They work for a variety of clients, such as corporations, government agencies, political candidates, and providers of various services. The surveys collect information that is used in performing research, making fiscal or policy decisions, measuring the effectiveness of those decisions, or improving customer satisfaction.

Analysts may conduct opinion research to determine public attitudes on various issues. The research results may help political or business leaders to measure public support for their electoral prospects or social policies. Like market research analysts, survey researchers may use a variety of mediums to conduct surveys, such as the Internet, personal or telephone interviews, or questionnaires sent through the mail. They also may supervise interviewers who conduct surveys in person or over the telephone.

Survey researchers design surveys in many different formats, depending upon the scope of their research and the method of collection. Interview surveys, for example, are common because they can increase participation rates. Survey researchers may consult with economists, statisticians, market research analysts, or other data users in order to design surveys. They also may present survey results to clients.

(Source: BLS)

A bachelor’s degree is the minimum educational requirement for many market and survey research jobs. However, a master’s degree may be required, especially for technical positions. Continuing education and keeping current with the latest methods of developing, conducting, and analyzing surveys and other data also is important for advancement.

In addition to completing courses in business, marketing, and consumer behavior, prospective market and survey researchers should take other liberal arts and social science courses, including economics, psychology, English, and sociology. Because of the importance of quantitative skills to market and survey researchers, courses in mathematics, statistics, sampling theory and survey design, and computer science are extremely helpful. Market and survey researchers often earn advanced degrees in business administration, marketing, statistics, communications, or other closely related disciplines.

While in college, aspiring market and survey researchers should gain experience gathering and analyzing data, conducting interviews or surveys, and writing reports on their findings. This experience can prove invaluable later in obtaining a full-time position in the field, because much of the initial work may center on these duties. Some schools help graduate students find internships or part-time employment in government agencies, consulting firms, financial institutions, or marketing research firms prior to graduation.

(Source: BLS)

Market, or marketing, research analysts gather information about what people think, in order to help companies understand what types of products people want, at what price. They help companies market their products to people who are the most likely to buy them. They examine distribution, prices, sales, and methods of marketing, and gather statistical data on competitors. They analyze data on past sales to predict future sales.

Market research analysts devise methods and procedures for obtaining the data they need. They often design surveys to assess consumer preferences through Internet, telephone, or mail responses. They conduct some surveys as personal interviews, going door-to-door, leading focus group discussions, or setting up booths in public places such as shopping malls. Trained interviewers usually conduct the surveys under the market research analyst’s direction.

After compiling and evaluating the data, market research analysts make recommendations to their client or employer. They provide a company’s management with information needed to make decisions on the promotion, distribution, design, and pricing of products or services. The information also may be used to determine the advisability of adding new lines of merchandise, opening branches of the company in a new location, or otherwise diversifying the company’s operations. Market research analysts also might develop advertising brochures and commercials, sales plans, and product promotions such as rebates and giveaways.

(Source: BLS)