Market Research Analysts and Marketing Specialists
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Overview
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Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.
Titles for this career often contain these words
MarketingSpecialistAnalystMarketResearchCoordinatorDevelopmentTradeSocialMediaBusinessManagerEmailConsultantResearcherAdvertisingClientServiceConsultingCommunicationsDemographicProcessorFamilyConsumerScientistInternationalWorkerMarketerAssistantAssociateForecasterRepresentativeSupportTechnical
Education
About 82% of market research analysts and marketing specialists have at least a bachelor's degree.
Education attained by market research analysts and marketing specialists
None
High School
Some College
Associate's/Cert.
Bachelor's Degree
Master's Degree
Professional Degree
Doctorate
Context: workers with bachelor's degrees
More market research analysts and marketing specialists have bachelor's degrees than 87% of other careeers.
Employment
Workforce size
Market research analysts and marketing specialists, with 681,900 workers, form a larger workforce than 93% of careers.
Predicted employment growth
Over the next decade, jobs for market research analysts and marketing specialists are expected to grow by 20%, and should have about 90,700 job openings a year.
Safety from automation
The likelihood of automation for market research analysts and marketing specialists is near the middle of all careers' likelihoods.
Salaries
Context: Median Salary
How do salaries for market research analysts and marketing specialists compare to other jobs' salaries?
Distribution: What salary can you expect?
See what most market research analysts and marketing specialists earn.
$64K$0$50K$100K$150K
Gender
Women account for 56% of market research analysts and marketing specialists -- that's a larger percentage than 69% of other jobs.
Gender of market research analysts and marketing specialists
Men
Women
Context: Salary inequity
For each career, we compared the median (middle) men's salary to the median women's salary. For market research analysts and marketing specialists, the median men's salary was 21% more the median woman's salary.
Race/Origin
About 18% of market research analysts and marketing specialists are minority, and 13% are foreign-born.
Race/origin of market research analysts and marketing specialists
White
Black
Pacific Islander
Hispanic
Asian
American Indian
Multiracial
Other
Context: Foreign-born workers (13%)
Where are the most jobs?
We ranked the number of jobs in Market Research Analysts and Marketing Specialists per thousand workers in each state, DC, and Puerto Rico. Blue indicates low density, with lighter shades moving to yellow indicating higher numbers working in this profession.
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Worker concerns
Some jobs are more stressful than others, and some are just plain dangerous. The following list gives the percentages of market research analysts and marketing specialists who report hazardous or difficult situations typically occurring at least once a week.
  • Time Pressure (73%)
SOURCES:
Salary and diversity
What do market research analysts and marketing specialists earn?
The Bureau of Labor Statistics (BLS) provides company-reported job titles and corresonding salaries. This data excludes self-employed workers.
Distribution: Salaries for market research analysts and marketing specialists (BLS Salary Data)
$64K$0$50K$100K$150K
Context: Median salaries across careers (BLS Salary Data)
$64K$0$50K$100K$150K
The American Community Survey (ACS) asks individuals to report their occupation and salary, and as such includes self-employed workers.
Distribution: Salaries for market research analysts and marketing specialists (ACS Salary Data)
$65K$0$50K$100K$150K
Context: Median salaries across careers (ACS Salary Data)
$65K$0$50K$100K$150K
A look at employers and corresponding salaries
The donut shares the break-down of workers by employer type, giving us a picture of what employers most typically hire market research analysts and marketing specialists.
Employers of Market Research Analysts and Marketing Specialists (ACS)
Private for-profit (81.8%)
Private not-for-profit (7.0%)
Local government (0.7%)
State government (1.1%)
Federal government (0.6%)
Self-employed incorporated (4.2%)
Self-employed not incorporated (4.4%)
Working without pay (0.1%)
Distribution: Salaries of market research analysts and marketing specialists by type of employer (ACS data)
Following are the salary distributions by employer type calculated by aggregating individual household survey responses.
$65K$62K$67K$64K$49K$65K$53K$57K$0$50,000$100,000$150,000Self-employed not incorporatedSelf-employed incorporatedFederal governmentState governmentLocal governmentPrivate not-for-profitPrivate for-profitAll
Distribution: Salaries of market research analysts and marketing specialists by type of employer (BLS data)
Following are the salary distributions by employer type as reported by BLS based on large employer-focused surveys. We note that smaller employer categories are not included by BLS.
$64K$0$50,000$100,000$150,000All

We only include salary data when the survey error is less than 20%, so you may see only partial information for some categories.

Salary growth for market research analysts and marketing specialists

Is this a job that rewards experience, or is this job most likely a part of a career ladder? The higher a job's experience quotient, the more experience is rewarded with pay increases. Jobs in the green range have the best rewards with experience.

Take a minute to look at how much you might expect your salary to increase with each five years' experience, as well as how the numbers working at each age change. Does this seem to be a job for the young or the old, or could it be a career offering steady salary growth for many years?

Salary distribution
$84K$85K$52K$80K$65K$80K$84K$38K$80K$0$50K$100K$150K$200K20-2425-2930-3435-3940-4445-4950-5455-5960-64
Number employed
020K40K60K20-2425-2930-3435-3940-4445-4950-5455-5960-64

We only include salary data when the survey error is less than 20%, so you may see only partial information for some categories.

Market research analysts and marketing specialists and gender

With 56% women, this occupation has a higher percentage of women than 69% of careers.

Context: Women in the workforce
56%0%20%40%60%80%100%
Gender of Market research analysts and marketing specialists
Men (44%)
Women (56%)
Distribution: Salaries by gender

The median (middle) salary for all full-time male workers in the US exceeds the full-time median salary for women by 19%, and the difference for market research analysts and marketing specialists tops that, with the median salary for men 21% higher than the median salary for women.

$61K$73K$0$50K$100K$150KWomenMen
Context: Salary Inequity

The chart below shows the salary inequity, the percentage by which the median men's salary is higher than the median women's salary for all but about 20 jobs in which women typically earn more than men. Market research analysts and marketing specialists have one of the more significant inequity issues, with the increase in men's median salary over women's median salary even higher than that for 64% of other jobs.

21%0%20%40%60%80%100%

We only include salary data when the survey error is less than 20%, so you may see only partial information for some categories.

Race and origin of market research analysts and marketing specialists

Here we check out the diversity of origin in this career. The percentage of minority market research analysts and marketing specialists falls in about the middle of all careers' percentages. The percentage of foreign-born workers in this career is near the middle of all careers.

Race/origin of market research analysts and marketing specialists
White (80% )
Asian (9% )
Black (6% )
Multiracial (3% )
Other (2% )
Hispanic (0% )
American Indian (0% )
Pacific Islander (0% )
Context: Representation of minorities in the workforce
18%0%20%40%60%80%100%
Context: Representation of foreign-born workers
13%0%20%40%60%80%100%
Distribution: Salaries for market research analysts and marketing specialists by race/origin

For some careers, there is a pay disparity depending on race or origin, though this is not prevalent. We calculate standard errors for all of our calculations, and when the error is high we do not show results. Therefore, for some jobs will have omitted race/origin categories.

$53K$57K$57K$63K$65K$73K$0$50K$100K$150KOtherHispanicBlackMultiracialWhiteAsian
Distribution: Salaries for market research analysts and marketing specialists by nativity
$64K$73K$0$50K$100K$150KAll native citizensAll foreign-born

We only include salary data when the survey error is less than 20%, so you may see only partial information for some categories.

Market research analysts and marketing specialists and Part-time/Full-time employment

We've found that somes jobs hava a huge number of part-time workers, and that typically most who are working part-time are doing so because they cannot find full-time work or the job they have cannot provide full-time hours. With 14% part-time workers, this occupation has a higher percentage of part-time workers than 55% of careers.

Context: Part-time workers in the workforce
14%0%20%40%60%80%100%
Why workers are part-time
Full-Time is less than 35 hours a week
Retired/Social Security limit on earnings
Could not find full-time work
Seasonal work
Slack work/business conditions
School/training
Health/medical limitations
Child care problems
Other family/personal obligations
Other reasons
Distribution: Salaries by part-time/full-time status

The salary distributions for full-time and part-time market research analysts and marketing specialists is shown following.

$16K$65K$0$50K$100K$150KPart-time workersFull-time workers
Pathways to this career
Education attained by market research analysts and marketing specialists

According to the Bureau of Labor Statistics (BLS), market research analysts and marketing specialists typically hold a bachelor's degree.

Sometimes the typical education identified by the BLS differs a bit from the reality of the how much education current workers actually have. The donut shows the education level held by people currently working as market research analysts and marketing specialists as reported in responses to the American Community Survey.

Details: Education and training recommended for market research analysts and marketing specialists

Market research analysts typically need a bachelor’s degree in market research or a related field. Many have degrees in fields such as statistics, math, or computer science. Others have backgrounds in business administration, the social sciences, or communications.

Courses in statistics, research methods, and marketing are essential for these workers. Courses in communications and social sciences, such as economics or consumer behavior, are also important.

Some market research analyst jobs require a master’s degree. Several schools offer graduate programs in marketing research, but many analysts complete degrees in other fields, such as statistics and marketing, and/or earn a master’s degree in business administration (MBA). A master’s degree is often required for leadership positions or positions that perform more technical research.

Details: Licensing and certification recommended for market research analysts and marketing specialists

Certification is voluntary, but analysts may pursue certification to demonstrate a level of professional competency. The Marketing Research Association offers the Professional Researcher Certification (PRC) for market research analysts. Candidates qualify on the basis of experience and knowledge; they must pass an exam, have at least 3 years working in opinion and marketing research, and complete 12 hours of industry-related education courses. Individuals must complete 20 hours of industry-related continuing education courses every 2 years to renew their certification.

Education attained by market research analysts and marketing specialists
None
High School
Some College
Associate's/Cert.
Bachelor's Degree
Master's Degree
Professional Degree
Doctorate
Distribution: Salary by education level

What level of education is truly needed for market research analysts and marketing specialists? Below we see the distribution of market research analysts and marketing specialists salaries based on the education attained.

$41K$47K$52K$53K$63K$88K$84K$104K$0$50K$100K$150K$200KNone (1%)High School (4%)Some College (9%)Associate's/Cert. (4%)Bachelor's Degree (57%)Master's Degree (22%)Professional Degree (1%)Doctorate (2%)

We only include salary data when the survey error is less than 20%, so you may see only partial information for some categories.

College majors held by market research analysts and marketing specialists

This table shows the college majors held by people working as market research analysts and marketing specialists.

If you see "**" before the name of a degree/program, that means this field is one that the Department of Education believes is preparatory for this career. However, you can see from this list that those recommendations are far from your only path to this job!

Percentage of Market research analysts and marketing specialists with this degree
Salary for all majors
Salary distribution (across jobs). Showing 0-$200,000.
Median
Middle 50%
Middle 80%
Education
Final education level of all people with this major
Bachelor's Degree
Master's Degree
Doctorate/Professional
Gender
Gender of people this bachelor's degree
Men
Women
The link between degrees and careers

With the following sankey diagram, you can follow the top ten bachelor's degrees held by people working as market research analysts and marketing specialists, and then, in turn, you can see the 10 occupations that hire the most of each degree's graduates. We hope this provides ideas for similar jobs and similar fields of study.

Wholesale and Manufacturi...Specialized ManagersMarketing ManagersFirst-Line Supervisors of...Sales ManagersMarket Research Analysts ...Retail SalespersonsCustomer Service Represen...Sales Representatives of ...First-Line Supervisors of...Elementary and Middle Sch...Labor Relations Specialis...Secretaries and Administr...Lawyers, and judges, magi...Accountants and AuditorsChief executives and legi...Financial ManagersPostsecondary TeachersSecondary School TeachersEducation and childcare a...EditorsWriters and AuthorsManagement AnalystsPersonal Financial Adviso...Financial and Investment ...Specialized Social Worker...Educational, Guidance, an...Specialized PsychologistsRegistered NursesNews Analysts, Reporters,...Public Relations Speciali...Producers and DirectorsParalegals and Legal Assi...Securities, Commodities, ...Loan OfficersMarketingCommunicationsGeneral BusinessBusiness Management andAdministrationEnglish Language andLiteratureEconomicsPsychologyJournalismPolitical Science andGovernmentFinanceAll other degreesThis jobTop 10 majorsEach major's top ten jobs
What college major is your best entry?

About 82% of people working as market research analysts and marketing specialists have at least a bachelor's degree. Each dot represents a college major leading to these jobs, with the dots to the right representing the majors sending the most of their grads into this career. The dots at the top are the majors who earn the most working in this career.

Darker colors have a larger percentage with graduate degreesOverall median salary0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%16.0%Percentage with this major$40,000$60,000$80,000$100,000$120,000$140,000$160,000$180,000Median salary with this major
Variation by state
State-by-state employment numbers

Some careers tend to be centered in specific parts of the country. For example, most jobs in fashion are in New York or California. Let's see if your dream job is easy to find in your dream location! We have a few choices for viewing the data that can help you get a full employment picture.

Job density versus job count

Which states hire the most market research analysts and marketing specialists? We wonder if that's a fair question since states come in all sizes, so instead let's start with the question of which states have the highest density of people working as market research analysts and marketing specialists. You can choose to view the number of jobs per state if you prefer.

BLS vs ACS data

This map defaults to employment information from the Bureau of Labor Statistics (BLS), which provides job totals carefully compiled for accuracy and with a primary focus on how employers describe their workers. The BLS job totals do not count self-employed workers. We've also compiled totals using the Census Bureau's American Community Survey (ACS) which are based on how workers describe themselves. Sometimes ACS results are quite a bit different from the employer-based BLS data.

Choose the metric to review
Jobs per 1000 working
Number of jobs
Use this data source
BLS
Number of Market Research Analysts and Marketing Specialists per 1,000 workers (BLS)
Select a state to see local area details
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0.02.04.06.08.010.0
Salaries by state
Let's get a feel for where market research analysts and marketing specialists earn the highest salaries. There are several choices for which data we consider and how we view that data, and each can lead to different conclusions, so please read on...
Median salary versus state ratio

We use two methods to compare salaries across states:

  • In-state comparisons: the ratio of median (middle) salaries for market research analysts and marketing specialists compared to the median salary for all people working in each state, or
  • Median salary: the unaltered median salaries for market research analysts and marketing specialists.

We hope the ratio allows perspective about how salaries may compare to the regional cost-of-living.

BLS vs ACS data

We have two sources for statewide salary information with important distinctions. The BLS data is created by surveying companies, missing individuals who are self-employed or work for smaller companies. The ACS data is compiled from multi-faceted household surveys and may reflect the inconsistencies that people may have in reporting information.

Choose the metric to review
Location-adjusted median salary
Median salary
Use this data source
BLS
Location-adjusted median salary for Market Research Analysts and Marketing Specialists (BLS)
The darkest shading corresponds to states in which market research analysts and marketing specialists earn the highest salary when compared to other jobs in the state. We think this ratio might be a better indicator than the actual salary for your buying power as a state resident.
Select a state to see local area details
AKMEWIVTNHWAIDMTNDMNILMINYMAORUTWYSDIAINOHPANJCTRICANVCONEMOKYWVVAMDDEAZNMKSARTNNCSCDCOKLAMSALGAHITXFLPR
$0$20K$40K$60K$80K$100K
Compare to similar jobs

If this job interests you, then use the tabs and education selector to find other careers that might be a good fit for you.

How should the career similarity be computed?

There are a number of ways to measure the similarity of jobs, here are a few we provide:

  • Interests: Also known as a Holland Code - Are you a thinker? A helper? What fits your personality?
  • Environment: Are there hazards? Will you be comfortable? Will it be stressful?
  • Knowledge: What do you need to know the most about?
  • Physical Abilities: Do you need to especially strong or coordinated?
Choose the similarity measure to compare careers
Interests
Environment
Knowledge
Physical Abilities
Jobs that are similar by Interests with
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