Marketing research is an area that has spawned a number of career sub-sets, including marketing research analysis, marketing management and survey research. With at least a bachelor's degree you may be able to pursue and develop a career in this fast-growing field.
A marketing research degree program educates students on how to identify factors that make for successful or ineffective advertising. Graduates can qualify to manage marketing departments and research programs, analyze data and perform survey studies. Careers in marketing research require a minimum of a bachelor's degree in marketing, survey research, advertising or related areas. Upper-level positions may require a master's degree.
|Career Titles||Market Research Analysts||Marketing Managers||Survey Researchers|
|Education Requirements||Bachelor's or master's degree||Bachelor's degree||Bachelor's or master's degree|
|Projected Job Growth (2018-2028)*||20%||8%||1%|
|Median Annual Salary (2018)*||$63,120||$134,290||$57,700|
Source: *United States Bureau of Labor Statistics
After earning a degree in marketing research, graduates could go on to build careers in several areas. They might pursue employment as market research analysts, marketing managers or survey researchers.
Market Research Analyst
Market research analysts gather and interpret information about products and the consumer market using surveys, consumer-feedback reports and sales statistics. They might use this information to make predictions about the success of a certain product or, in some cases, they could assist in the development of new products. Market research analysts also create reports of sales, organize data and asses advertising strategies for other marketing professionals. Computer skills are necessary for market research analysts, as many job duties and activities involve complex software.
The U.S. Bureau of Labor Statistics (BLS) estimates that market research analysts will have a 20% job growth for the 2018-2028 decade, which is much faster than average. The BLS also reported in May 2018 that market research analysts earned $63,120 as a median annual salary.
Marketing managers oversee the development of firms' or companies' overall marketing strategies. These strategies include marketing promotions, product development and advertising implementation. Communication skills are vital for marketing managers, because they must maintain professional relationships with clients and often work with the public. They might also direct the efforts of other workers, such as market research analysts, and collaborate with other managers to create a cohesive marketing and product development strategy. Employment was expected to rise at a faster than average rate of 9% during the decade spanning 2018 and 2028. In May of 2018, annual median salaries were $134,290.
Survey researchers use a variety of mediums to effectively design surveys and gather accurate information about consumers and markets. Marketing managers and market research analysts use the data to determine what products companies should produce and how they should advertise merchandise. Some also work for government agencies, nonprofit organizations or politicians. Since they work with outside clients and respondents, survey researchers must have excellent communication skills. The BLS predicted employment little or no growth between 2018 and 2028. Survey researchers earned median annual salaries of $57,700 in May of 2018.
Career Information for Market Researchers
A number of colleges and universities offer specialized degrees in marketing research. A few offer bachelor's or doctoral degree programs directly in the field or with a marketing research concentration; however, master's degree programs in this area of study are more common. Classes include consumer behavior, qualitative research, statistical methods and financial accounting.
Depending on your specialized area, you may be required to hold at least a bachelor's degree, but maybe a master's degree or doctorate. The field of marketing research in general is expected to increase at a faster rate than the national average for all occupations. In addition to private enterprises and entities, marketing researchers also may find employment with government agencies.