- While consumers make the final decisions about what they buy, market researchers are influential in determining what is available for sale in a store or what types of services will be offered for potential clients. Whenever a new product is introduced, it is always the result of market research--in cooperation with manufacturing and advertising.
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Market research analysts develop surveys and questionnaires that are administered to consumers. They also perform data analysis using statistics to determine how products and services are perceived by consumers, as well as sales levels and the factors that affect sales. At more advanced levels, market research analysts direct the interviewing process and data analysis, and develop reports on the research results for their employers or clients. Entry-level market researchers are often assigned to administer surveys to customers, either by telephone or door-to-door.
The Marketing Research Association (MRA) was formed in 1954 and as of February 2009 has approximately 3,000 members internationally, representing all segments of the research profession. The MRA offers certification for its members as well as career-related information. - A bachelor's degree is usually the minimum level of education required for an entry-level market research position. Along with courses in business and marketing, liberal arts and social science courses are also helpful in preparing for a career in market research. Quantitative skills, specifically statistics, are especially important. Many market research analysts earn MBAs or other advanced degrees in marketing, statistics, communications or other related disciplines.
- Mystery shopping has been around since the 1940s as a means to test whether shop or bank employees were stealing on the job. Since then, mystery shoppers have also become an important part of market research, and especially since the 1990s with the explosive growth of the Internet. Mystery shoppers today are assigned to pose as regular customers to test the level of customer service in many retail and service establishments.There are no formal requirements for becoming a mystery shopper; however, mystery shopping is almost never a full-time job. The Mystery Shopping Provider's Association offers access to job listings and other resources for mystery shoppers.
- Market research is often confused with advertising or public relations. While these areas are closely related and often work in conjunction with one another, there are important differences. Market research analysts, unlike advertisers or public relations officers, have a hand in the actual creation and production of products. Market research also differs from advertising and public relations in the evaluation aspect of the work. Neither advertisers nor public relations officers judge how the public perceives the quality of the products they work with, but market research analysts do.
