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Market Research Analysts and Marketing Specialists (SOC 13-1161)

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Market Research Analysts and Marketing SpecialistsResearch market conditions in local, regional,
or national areas, or gather information to
determine potential sales of a product or
service, or create a marketing campaign. May
gather information on competitors, prices,
sales, and methods of marketing and

Sample of reported job titles: Market
Research Analyst, Market Analyst, Project
Manager, Market Research Consultant, Client
Service and Consulting Manager, Market
Research Manager, Product Line Manager,
Business Development Specialist, Client
Services Vice President, Communications

Job Responsibilities

  • Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
  • Seek and provide information to help companies determine their position in the marketplace.
  • Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
  • Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
  • Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
  • Monitor industry statistics and follow trends in trade literature.
  • Measure and assess customer and employee satisfaction.
  • Measure the effectiveness of marketing, advertising, and communications programs and strategies.
  • Forecast and track marketing and sales trends, analyzing collected data.
  • Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.

New Hampshire Outlook

  • Average Hourly Wage*: $33.05
  • Estimated Employment 2014: 1,813
  • Projected Employment 2024: 2,146
  • Expected 10-Year Growth: 18.4%
  • Projected Average Annual Openings: 55

Top industries in NH for this occupation:

  • Computer Systems Design and Related Services
  • Merchant Wholesalers, Durable Goods
  • Management, Scientific & Technical Consulting Services
  • Wholesale Electronic Markets and Agents/Brokers
  • Publishing Industries

Education and Training
Market Research Analysts need at least a four-year college degree, and many have a Master's degree in marketing or a related field, such as business administration (MBA). While neither experience nor on-the-job training are necessary, internships or work in a related field can be beneficial and improve employment prospects.

There is no professional license required in New Hampshire. Professional associations for this occupation offer voluntary certification programs for those looking to improve professional competence

Interests (Holland Code): IEC

  • Investigative: Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.
  • Enterprising: Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
  • Conventional: Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.

Career Cluster: Marketing

Work Environment
Market research analysts work in nearly every industry. They may work with the public to gather information and data, but they generally work at a computer, collecting and analyzing marketing data and preparing reports. Although most work full time during regular business hours, some may work long hours to meet deadlines.

Additional Information Sources**
Council of American Survey Research Organizations, <www.casro.org>

Marketing Research Organization, <www.marketingresearch.org>

To Find a Job
Contact the nearest NH Employment Security office or go online to www.nhes.nh.gov

* Wage estimates based on surveys conducted from November 2012 to May 2015.

** Inclusion of this information is intended to provide a convenient resource for research, but in no way constitutes an endorsement for any organization, nor is the list all-inclusive.

NH Employment Projections, base year 2014 to projected year 2024
Occupational Outlook Handbook, Bureau of Labor Statistics

O*Net Online Economic and Labor Market Information Bureau NHES Logo

For more information:
Economic and Labor Market Information Bureau
(603) 228-4124


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