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Certified Market Research Analyst

Marketing Research

  • Introduction
  • Application of Marketing Research
  • Marketing Research Management
  • Role of Research
  • Qualities of a Marketing Research Manager
  • Marketing Research Function
  • Hiring Outside Agencies

Marketing Research Process

  • The Research Process
  • Formulating the Research Problem
  • Choice of Research Design
  • Determining Sampling Design and Sampling Size
  • Preparing the Research Report
  • Evaluation and Control of Marketing Research

Scientific Method and Research Design

  • Scientific Method
  • Research Design
  • Types of Research Design
  • Causal Designs
  • Method of Agreement
  • Causal Inference Studies

Research and Data Objectives

  • Research Objectives
  • The Research Plan
  • Specifying Data and Acquisition Methods

Research Communication

  • Factors in Decisions on Media

Primary Data Collection

  • Collection of Primary Data
  • Using Diaries
  • Questionnaire Design
  • Interviewing
  • The Role of Focus Groups
  • Survey

Secondary Data Collection

  • Methodological and Ethical Considerations
  • Compatibility of the Data with Secondary Analysis
  • Reporting of Original and Secondary

Sampling and Hypothesis

  • Statistics Basics
  • Data Basics
  • Measurement Systems
  • Some Basic Terms
  • Types of Sample Designs
  • Bases of stratification
  • Characteristics of a Good Sample Design
  • Determining the Sample Size

Data Processing and Analysis

  • Data Preparation
  • Data Validation
  • Data Editing
  • Coding
  • Tabulation
  • Data-Processing Methods

Multivariate Data Analysis

  • Multivariate Analysis (MVA)
  • Regression Analysis
  • Cluster Analysis
  • Factor Analysis
  • Conjoint Analysis
  • Correspondence Analysis
  • Neural Network Models

Forecasting Methods

  • Forecasting Basics
  • Moving average and Exponential methods
  • Decomposition method
  • ARIMA Model

Presentation and Report writing

  • Role of the Report
  • Types of Reports
  • Contents of the Report for Executives
  • Principles OD Report Writing

Ethical Issues in Marketing Research

  • Ethical Issues in Marketing Research
  • Ethical Issues Involving the Treatment of Respondents
  • Ethical Issues Relating to the Ethical Treatment of Researchers

Sales Analysis and Forecasting

  • Sales Analysis and Forecasting
  • Market Potential
  • Methods of Estimating Demand

Advertising Research

  • Importance of Advertising

Market Segmentation and Brand Positioning

  • Market Segmentation
  • Limitations of Psychographic Segmentation

Export Marketing Research

  • Export Marketing Research Why Export?
  • Problem s in Export Marketing Research
  • Use of Secondary Data (Or Desk Research)

Work Environment for Market Research Analysts

Market research analysts hold about 595,400 jobs. The largest employers of market research analysts are as follows:

Management, scientific, and technical consulting services


Finance and insurance


Wholesale trade


Management of companies and enterprises


Publishing industries (except Internet)


Because most industries use market research, these analysts are employed throughout the economy.
Market research analysts can work individually or as part of a team, collecting, analyzing, and presenting data. For example, some analysts may work with graphic designers and artists to create charts, graphs, and info graphics summarizing the research and findings.

Important Qualities for Market Research Analysts

Analytical skills. Market research analysts must be able to understand large amounts of data and information.
Communication skills. Market research analysts need strong communication skills when gathering information, interpreting data, and presenting results to clients.
Critical-thinking skills. To determine what marketing strategy would work best for a company, market research analysts must assess all available information.
Detail oriented. Market research analysts must be detail oriented because they often do precise data analysis.

Market Research Analyst Salaries

The median annual wage for market research analysts is $62,560. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $33,950, and the highest 10 percent earned more than $121,720.
The median annual wages for market research analysts in the top industries in which they work are as follows:

Publishing industries (except Internet)


Management of companies and enterprises


Finance and insurance


Wholesale trade


Management, scientific, and technical consulting services


Most market research analysts work full time during regular business hours. Some, however, work under pressure of deadlines and tight schedules, which may require additional hours of work.

Job Prospects for Market Research Analysts

Job prospects should be best for those with a master's degree in market research, marketing, statistics, or business administration.
Those with a strong quantitative background in statistical and data analysis or related work experience will have better job opportunities than those without it.


Employment projections data for Market Research Analysts, 2016-26

Occupational Title

Employment, 2016

Projected Employment, 2026

Change, 2016-26



Market research analysts and marketing specialists





Careers Related to Market Research Analysts

Advertising, Promotions and Marketing Managers

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

Cost Estimators

Cost estimators collect and analyse data in order to estimate the time, money, materials, and labour required to manufacture a product, construct a building, or provide a service. They generally specialize in a particular product or industry.


Economists study the production and distribution of resources, goods, and services by collecting and analysing data, researching trends, and evaluating economic issues.

Mathematicians and Statisticians

Mathematicians and statisticians analyse data and apply mathematical and statistical techniques to help solve real-world problems in business, engineering, healthcare, or other fields.

Operations Research Analysts

Operations research analysts use advanced mathematical and analytical methods to help organizations investigate complex issues, identify and solve problems, and make better decisions.

Public Relations Specialists

Public relations specialists create and maintain a favourable public image for the organization they represent. They craft media releases and develop social media programs to shape public perception of their organization and to increase awareness of its work and goals.

Survey Researchers

Survey researchers design and conduct surveys and analyse data. Surveys are used to collect factual data, such as employment and salary information, or to ask questions in order to understand people's opinions, preferences, beliefs, or desires.