Market Research Analysts and Marketing Specialists: Career Profile
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.
Featured schools near , edit
The Daily Work of Market Research Analysts and Marketing Specialists Perform?
The core tasks performed by market research analysts and marketing specialists span:
- 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.
Skills and Knowledge
Top market research analysts and marketing specialists draw on a mix of skills and domain knowledge.
Most Important Skills
The competencies that matter most in this role, rated on an importance scale of 0 to 5:
Top Knowledge Areas
Related Job Titles
This career also goes by job titles like:
- Advertising Analyst
- Business Development Analyst
- Business Development Associate
- Business Development Representative
- Business Development Specialist
- Communications Specialist
- Demographic Analyst
- Digital Marketing Specialist
Employment and Demand
The U.S. employs around 608,582 market research analysts and marketing specialists working in the United States today. Employment is projected to grow by +10.3% over the projection horizon.
How Much Do Market Research Analysts and Marketing Specialists Make?
| Statistic | Value |
|---|---|
| Annual median | $124,518 |
| Hourly median | $59.86 |
| 10th percentile | $78,099 |
| 25th percentile | $101,309 |
| 75th percentile | $147,728 |
| 90th percentile | $170,937 |
Pay can vary substantially based on experience, location, and industry.
Pay by State
| State | Annual median salary |
|---|---|
| Delaware | $98,650 |
| Washington | $94,300 |
| Massachusetts | $93,430 |
| California | $92,770 |
| New York | $91,840 |
| New Jersey | $85,190 |
| District of Columbia | $83,340 |
| Oregon | $82,600 |
| Minnesota | $81,460 |
| Colorado | $80,670 |
| Virginia | $79,840 |
| Rhode Island | $77,630 |
| Florida | $77,490 |
| North Carolina | $77,360 |
| Georgia | $75,490 |
| Connecticut | $75,320 |
| Vermont | $74,340 |
| Maryland | $73,560 |
| Illinois | $72,840 |
| Maine | $72,690 |
| Michigan | $68,120 |
| Ohio | $67,850 |
| New Hampshire | $67,590 |
| Iowa | $67,300 |
| Montana | $66,840 |
| Arizona | $66,750 |
| South Carolina | $66,110 |
| Hawaii | $65,870 |
| Pennsylvania | $65,190 |
| Wisconsin | $65,000 |
| Utah | $64,900 |
| Texas | $64,900 |
| Arkansas | $64,830 |
| Tennessee | $64,720 |
| Missouri | $64,280 |
| Indiana | $63,380 |
| Alaska | $62,960 |
| Nevada | $62,590 |
| Kansas | $62,230 |
| North Dakota | $62,230 |
| South Dakota | $61,720 |
| New Mexico | $60,200 |
| Kentucky | $59,420 |
| Oklahoma | $59,330 |
| Idaho | $59,010 |
| Mississippi | $57,520 |
| Louisiana | $57,300 |
| Wyoming | $57,040 |
| Nebraska | $55,630 |
| Alabama | $55,390 |
| West Virginia | $50,290 |
| Virgin Islands | $50,130 |
| Guam | $43,940 |
| Puerto Rico | $38,410 |
Pay by U.S. Region
Compensation for market research analysts and marketing specialists shift depending on where you work. The following regions pay the most:
| Region | Median annual wage | Share of U.S. jobs | Location quotient |
|---|---|---|---|
| Far Western US | $90,779 | 17.8% | 1.10 |
| New England | $86,429 | 6.7% | 1.55 |
| Middle Atlantic | $83,639 | 17.3% | 1.19 |
| Rocky Mountains | $74,066 | 5.7% | 1.59 |
| Southeast | $72,929 | 21.7% | 0.93 |
| Plains States | $70,643 | 7.1% | 1.13 |
| Great Lakes | $68,473 | 13.2% | 0.94 |
| Southwest | $64,689 | 10.3% | 0.83 |
Top Metro Areas
| Metro area | State | Median annual wage | Employment |
|---|---|---|---|
| San Jose-Sunnyvale-Santa Clara, CA | CA | $139,140 | 12,240 |
| San Francisco-Oakland-Fremont, CA | CA | $124,840 | 23,560 |
| Seattle-Tacoma-Bellevue, WA | WA | $102,390 | 19,720 |
| New York-Newark-Jersey City, NY-NJ | NY | $97,360 | 75,190 |
| Boston-Cambridge-Newton, MA-NH | MA | $95,930 | 30,540 |
| Bloomington, IL | IL | $92,570 | 560 |
| Boulder, CO | CO | $92,570 | 2,840 |
| Durham-Chapel Hill, NC | NC | $92,110 | 2,760 |
Industry Breakdown
The largest employers of market research analysts and marketing specialists are found across these industries:
| Industry | Employment | Median annual wage |
|---|---|---|
| Professional, Scientific, and Technical Services | 237,340 | $78,030 |
| Information | 82,830 | $100,300 |
| Finance and Insurance | 82,040 | $84,990 |
| Management of Companies and Enterprises | 72,390 | $98,300 |
| Wholesale Trade | 65,680 | $77,870 |
| Manufacturing | 51,460 | $81,590 |
| Health Care and Social Assistance | 46,590 | $62,230 |
| Retail Trade | 43,000 | $53,990 |
Below are examples of industries where market research analysts and marketing specialists work:
Software Market Research Analysts and Marketing Specialists Use
- Document management software: Adobe Acrobat (hot technology)
- Video creation and editing software: Adobe After Effects (hot technology)
- Graphics or photo imaging software: Adobe Creative Cloud software (hot technology)
- Graphics or photo imaging software: Adobe Illustrator (hot technology)
- Desktop publishing software: Adobe InDesign (hot technology)
- Graphics or photo imaging software: Adobe Photoshop (hot technology)
- Data base user interface and query software: Amazon Redshift (hot technology)
- Data base management system software: Apache Hadoop (hot technology)
- Data base management system software: Apache Hive (hot technology)
- Operating system software: Apple macOS (hot technology)
- Cloud-based data access and sharing software: Asana (hot technology)
- Graphics or photo imaging software: Canva (hot technology)
What the Workplace Is Like
Daily working conditions for market research analysts and marketing specialists tends to involve the following characteristics:
- Spend Time Sitting
- Telephone Conversations
- Freedom to Make Decisions
- Importance of Being Exact or Accurate
Education and Training
Entry-level market research analysts and marketing specialists positions require a bachelor’s degree as the typical entry-level education. This occupation sits in Considerable Preparation Needed (Job Zone 4), indicating the level of preparation typically expected.
Related Careers
Similar Occupations
- Wholesale and Retail Buyers, Except Farm Products (Supplemental)
- Management Analysts (Primary-Short)
- Search Marketing Strategists (Primary-Short)
- Online Merchants (Supplemental)
- Financial and Investment Analysts (Primary-Long)
- Personal Financial Advisors (Supplemental)
- Financial Risk Specialists (Supplemental)
- Data Scientists (Primary-Long)
Top Programs to Study For This Career
Aspiring market research analysts and marketing specialists typically earn programs in:
Business, Management, Marketing, and Related Support Services
12 programs across 2 majors
Family and Consumer Sciences/Human Sciences
2 programs across 2 majors
Multi/Interdisciplinary Studies
1 programs across 1 majors
Social Sciences
1 programs across 1 majors
About the Data
Data on this page comes from the following authoritative sources:
- U.S. Bureau of Labor Statistics — Occupational Employment and Wage Statistics (OEWS) for employment and wage data by state and industry.
- BLS Employment Projections for total employment and growth forecasts.
- O*NET (Occupational Information Network) for skills, knowledge, tasks, work activities, work context, technology, and education-zone data.
SOC code: 13-1161.00 (Market Research Analysts and Marketing Specialists).
GradDegree.com provides higher-education, college and university, degree, program, career, salary, and other helpful information to students, faculty, institutions, and other internet audiences. Presented information and data are subject to change. Inclusion on this website does not imply or represent a direct relationship with the company, school, or brand. Information, though believed correct at time of publication, may not be correct, and no warranty is provided. Contact the schools to verify any information before relying on it. Financial aid may be available for those who qualify. The displayed options may include sponsored or recommended results, not necessarily based on your preferences.
© GradDegree.com – All Rights Reserved.