Market Researcher Training
A bachelorís degree is usually sufficient for entry-level market and survey research positions. Higher degrees may be required for some positions, however. Continuing education and keeping current with the latest methods of developing, conducting, and analyzing surveys and other data also is important for advancement.
Education and training. A bachelorís degree is the minimum educational requirement for many market and survey research jobs. However, a masterís degree may be required, especially for technical positions.
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In addition to completing courses in business, marketing, and consumer behavior, prospective market and survey researchers should take other liberal arts and social science courses, including economics, psychology, English, and sociology. Because of the importance of quantitative skills to market and survey researchers, courses in mathematics, statistics, sampling theory and survey design, and computer science are extremely helpful. Market and survey researchers often earn advanced degrees in business administration, marketing, statistics, communications, or other closely related disciplines.
While in college, aspiring market and survey researchers should gain experience gathering and analyzing data, conducting interviews or surveys, and writing reports on their findings. This experience can prove invaluable later in obtaining a full-time position in the field, because much of the initial work may center on these duties. Some schools help graduate students find internships or part-time employment in government agencies, consulting firms, financial institutions, or marketing research firms prior to graduation.
Other qualifications. Market and survey researchers spend a lot of time performing precise data analysis, so those considering careers in the occupation should be able to pay attention to detail. Patience and persistence are also necessary qualities because these workers must spend long hours on independent study and problem solving. At the same time, they must work well with others; often, market and survey researchers oversee the interviewing of a wide variety of individuals. Communication skills are important, too, because researchers must be able to present their findings well both orally and in writing.
Certification and advancement. The Marketing Research Association (MRA) offers a certification program for professional researchers who wish to demonstrate their expertise. Certification is based on education and experience and requires ongoing continuing education.
Researchers and analysts often begin by assisting others. With experience, market and survey analysts are eventually are assigned their own research projects. Continuing education and advanced degrees will be helpful to those looking to advance to more responsible positions in this occupation. It also is important to keep current with the latest methods of developing, conducting, and analyzing surveys and other data.
Some people with expertise in marketing or survey research choose to teach others these skills. A masterís degree usually is the minimum educational requirement for a job as a marketing or survey research instructor in junior and community colleges. In most colleges and universities, however, a Ph.D. is necessary for appointment as an instructor. A Ph.D. and extensive publications in academic journals are required for professorship, tenure, and promotion. Others advance to supervisory or managerial positions. Many corporation and government executives have a strong background in marketing.
Source: Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2008-09 Edition
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