How to become a Market Researcher

Market researchers collect and analyse information to assist with marketing and to determine whether a demand exists for a particular product or service.

Personal requirements of a Market Researcher

  • Able to analyse and interpret information
  • Aptitude for statistics and computers
  • Good communication and interpersonal skills

Education & Training for a Market Researcher

To become a market researcher you usually have to complete a degree in business, management or commerce with a major in marketing. It is also possible for graduates of statistics, psychology, sociology, economics, behavioural sciences or computer science degrees to enter this occupation. To get into these courses you usually need to gain your Senior Secondary Certificate of Education. Prerequisite subjects, or assumed knowledge, in one or more of English and mathematics are normally required. Universities have different prerequisites and some have flexible entry requirements or offer external study. Contact the institutions you are interested in for more information.

Additional Information

Graduates of marketing courses may be eligible for membership of the Australian Marketing Institute or Australian Market and Social Research Society.

Duties & Tasks of a Market Researcher

Market researchers: • design questionnaires and select sample groups to survey • collect facts from sources (such as company records) showing the total volume of sales, or from government statistics and information (such as population census data) • arrange and analyse collected information • interpret and predict current and future consumer trends, such as changes in tastes and lifestyles • write reports about the results of research activities • discuss information needs with clients • identify specific consumer markets for clients.

Employment Opportunities for a Market Researcher

Market researchers may work for organisations that make and market products such as cars, magazines, food, clothing, appliances and other consumer products. They may also work for radio and television networks. In recent years, government bodies have made increasing use of market research services. There are also market research firms that offer their services on a consulting basis. New graduates sometimes take up market research interviewing jobs in order to break into this field. It is common for market researchers to have to work in the evenings or on weekends.

Specialisations:


Market Research Analyst

A market research analyst determines the market for new products, develops advertising strategies and evaluates the best business sites for various types of commercial enterprises.


Market Research Interviewer

A market research interviewer assists market researchers in collecting information by speaking with people face-to-face or over the phone, and recording (on questionnaires or in reports) the answers or details given by interviewees about the market research subject.

Avg. weekly wage:

$1,346

Future growth:

Strong

Employment by state:

ACT ACT 0.9%

NSW NSW 48.4%

NT NT 0.3%

QLD QLD 12.9%

SA SA 4.1%

TAS TAS 0.4%

VIC VIC 27%

WA WA 5.9%

Hours worked:

39.4

Unemployment:

Lower unemployment

Gender split:

Male 40.3%

Female 59.7%

Education level:

Not completed Year 12: 3.1%

Highest qualification is secondary school: 15.5%

Highest qualification is a Certificate 3 or 4: 8.4%

Highest qualification is a Diploma or Advanced Diploma: 6.2%

Highest qualification is a Bachelor degree: 49.1%

Highest qualification is a Postgraduate Diploma or Graduate Certificate: 17.7%

Age brackets:

15-19 - 1.2%

20-24 - 10%

25-34 - 39.7%

35-44 - 27.4%

45-54 - 15.1%

55-59 - 4.1%

60-64 - 1.5%

65 and Over - 1.1%

*The data above is sourced from the Department of Employment’s Job Outlook website.

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