1. A Career in Marketing Research
AMA Collegiate
Marketing Research Certificate Program

2. Module Objectives Careers in marketing research
Provide industry highlights and trends
What your first job might
look like

3. So, What Is Marketing Research?
Function linking the consumer, customer, and public to the marketer
Identify and define marketing opportunities
and problems;
Generate, refine, evaluate marketing actions;
Monitor marketing performance; and
Improve understanding of marketing as a process.
Marketer
Consumer
Customer
Public
AMA Definition of Marketing Research, 2004

4. Marketing Research……. Specifies needed information
Designs data collecting methods
Manages/implements data collection process
Analyzes the results
Communicates the findings and their implications

5. What Can Be Researched? Competitors and industry trends
Consumer needs and preferences
Segmentation, positioning, targeting
Virtually any strategies and tactics
Product/Service (new, existing, deletion)
Pricing (setting, changing, price lines)
Promotion (advertising, sales promotions, PR)
Place (Internet, In-store, multi-channel)

7. Honomichl Research Top 50 Report
204 U.S. research companies
U.S. based revenues of $9.2 billion in 2011, up 5.1% from 2010
The 204 firms reported 38,305 full-time, an estimated increase of 7.9% from 2010
While research spend was up 5.1%, U.S. GDP was up just 1.7%, or a net increase of 3.4%
Source: Jack Honomichl, The 2012 Honomichl Top 50 Report, Marketing News, June 30, 2012

8. Source: Jack Honomichl, The 2012 Honomichl Top 50 Report, Marketing News, June 30, 2012

9. Source: Jack Honomichl, The 2012 Honomichl Top 50 Report, Marketing News, June 30, 2012

10. A Few Notes About The Report
Focused on spending within the U.S. for marketing/advertising/public-opinion research
Including government plus miscellaneous = $15.3 billion
Estimated total spending =
approximately $25 billion
Source: Jack Honomichl, The 2012 Honomichl Top 50 Report, Marketing News, June 30, 2012

11. Careers In Marketing Research
End-users (Internal)
Full-service Vendors
Data collection/processing companies
Consultants

12. Sample Titles For Vendors
Account Executive/Director
Project Director/Manager
Field Director/Manager
Moderator
Research Analyst

13. Data Collection/Processing Companies
Project Director/Manager
Field Director/Manager
Telephone Supervisor
Field/Telephone
Coder, Data Entry, Data Processor, Programmer
Social Media and SEO

14. First Job? Research Analyst
Tasks: Research what types of products/services customers want, who will buy them, how much they will pay, and other marketing mix decisions. Assist in assessing demand for current/new products.
Promotion: With experience they manage their own project.
Education Requirements: A bachelor’s degree is usually sufficient for an entry-level job; though internship is important.

15. Average Salary?
Market research analysts average annual salaries ranging from $38,805 to $54,818
With less than one year of experience = $33,906 to $49,302 a year
Source: Payscale, December, 2010

16. Broader Experience Range
Source: U.S. Bureau of Labor Statistics,

17. Core Capabilities? Math/computer skills Data software experience
Writing skills
Verbal/presentation skills
Analytical skills
Internships help!

18. So, Let’s Get Started And Learn A Few Things About Marketing Research!