Employment growth of market and survey researchers is projected to be
much faster than average. Job
opportunities should be best for jobseekers with a master's or Ph.D. degree in
marketing or a social science and with strong quantitative skills.
Employment change. Overall employment of
market and survey researchers is projected to grow 28 percent from 2008 to 2018,
much faster than the average for all occupations. Market research analysts, the
larger specialty, will experience much faster than average job growth because
competition between companies seeking to expand their market and sales of their
products will generate a growing need for marketing professionals. Marketing
research provides organizations valuable feedback from purchasers, allowing
companies to evaluate consumer satisfaction and adjust their marketing
strategies and plan more effectively for the future. Future locations of stores
and shopping centers, for example, will be determined by marketing research, as
will consumer preference of virtually all products and services. In addition,
globalization of the marketplace creates a need for more market researchers to
analyze foreign markets and competition.
Survey researchers, a much smaller specialty, will also increase much faster
than average as public policy groups and all levels of governments increasingly
use public opinion research to help determine a variety of issues, such as the
best mass transit systems, social programs, and special services for school
children and senior citizens that will be needed. Survey researchers will also
be needed to meet the growing demand for market and opinion research as an
increasingly competitive economy requires businesses and organizations to
allocate advertising funds and other expenditures more effectively and
efficiently.
Job prospects. Bachelor's degree holders
may face competition for market research jobs, as many positions, especially
technical ones, require a master's or doctoral degree. Among bachelor's degree
holders, those with good quantitative skills, including a strong background in
mathematics, statistics, survey design, and computer science, will have the best
opportunities. Those with a background in consumer behavior or an undergraduate
degree in a social science—psychology, sociology, or economics—may qualify for
less technical positions, such as a public opinion researcher. Obtaining the
Professional Researcher Certification also can be important as it demonstrates
competence and professionalism among potential candidates. Overall, job
opportunities should be best for jobseekers with a master's or Ph.D. degree in
marketing or a related field and with strong quantitative skills. 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, healthcare 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 ideas and
recommendations.
There will be fewer job opportunities for survey researchers since it is a
relatively smaller occupation and a greater number of candidates qualify for
these positions. The best prospects will come from growth in the market research
and public opinion polling industry, which employs many survey researchers.
Source: Bureau of Labor Statistics, U.S. Department of Labor,
Occupational Outlook Handbook, 2010-11 Edition
Find related resources below:
Market Researcher Income
Market Research Training and
Qualifications