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. Most universities in Australia offer degrees in these areas. Universities have different prerequisites and some have flexible entry requirements or offer external study. Contact the institutions you are interested in for more information. For full details, refer to the entries on the website at www.goodcareersguide.com.au or university handbooks.

Duties & Tasks of a Market Researcher

Market researchers may perform the following tasks:

  • 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.

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