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 for 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.

Tasks

  • Advises executives and clients on advertising strategies and campaigns to reach target markets; creates consumer awareness and effectively promotes the attributes of goods and services..
  • Analyses data regarding consumer patterns and preferences..
  • Plans, develops and organises advertising policies and campaigns to support sales objectives..
  • Advises on all elements of marketing such as product mix, pricing, advertising and sales promotion, selling, and distribution channels.
  • Supports business growth and development through the preparation and execution of marketing objectives, policies and programs..
  • Co-ordinates production of advertising campaigns involving specialised activities within time and budget constraints, such as artwork, copywriting, media scripting, television and film production and media placement..
  • Researches potential demand and market characteristics for new goods and services, as well as collecting and analysing the data and other statistical information..
  • Interprets and predicts current and future consumer trends..
  • Commissions and undertakes market research to identify market opportunities for new and existing goods and services..

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.


Specializations

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.

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.

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.

  • Average age
    Average age
    33 years
  • Future Growth
    Future Growth
    Strong
  • Gender Share
    Gender Share
    59% female
  • Average full-time
    Average full-time
    42 hours
  • Weekly Pay
    Weekly Pay
    $1,737
  • Skill level rating
    Skill level rating
    Very high skill
  • Unemployment
    Unemployment
    Lower unemployment
  • Full-Time Share
    Full-Time Share
    71% Full-Time
  • Employment Size
    Employment Size
    3,100 workers
  • Employment Size
    Employment by state
    ACT: 1.1%
    NSW: 47.0%
    NT: 0.2%
    QLD: 9.0%
    SA: 2.9%
    TAS: 0.5%
    VIC: 34.6%
    WA: 4.7%
  • Employment Size
    Age brackets
    15-19: 1.2%
    20-24: 13.9%
    25-34: 41.4%
    35-44: 22.2%
    45-54: 12.9%
    55-59: 3.5%
    60-64: 2.2%
    65 and Over: 2.7%
  • Employment Size
    Education level
    Advanced Diploma/Diploma: 5.3%
    Bachelor degree: 51.3%
    Certificate III/IV: 2.6%
    Post Graduate/Graduate Diploma or Graduate Certificate: 27%
    Year 10 and below: 1.2%
    Year 11: 1%
    Year 12: 11.4%
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