Occupation Summary

Market Research Analysts and Marketing Specialists

O*NET 13-1161.00


Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.

Annual Wages:
Employment Rate:
Employment is expected to increase by 33.22%.
Education Level:
Bachelor's Degree. According to O*Net, the majority of people employed in this occupation have this level of education.
Business and Industry, Science Technology Engineering and Math (STEM)

  1. Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
  2. Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
  3. Measure and assess customer and employee satisfaction.
  4. Forecast and track marketing and sales trends, analyzing collected data.
  5. Seek and provide information to help companies determine their position in the marketplace.
  6. Measure the effectiveness of marketing, advertising, and communications programs and strategies.
  7. Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
  8. Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.
  9. Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.
  10. Monitor industry statistics and follow trends in trade literature.
  11. Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
  12. Develop and implement procedures for identifying advertising needs.
  13. Direct trained survey interviewers.

National Industry Employment Patterns

Industry % of Market Research Analysts and Marketing Specialists employed Annual Growth Rate
Management and technical consulting services 11.7 2.94
Computer systems design and related services 5 3.16
Advertising, PR, and related services 4.4 1.32
Other professional and technical services 2.8 3.48
Insurance carriers 2.7 1.25
Software publishers 2.3 2.76

Labor Market Information

2020 Statewide average hourly wage $36.94
2020 National average hourly wage $35.56
2018 National employment 681,900
2018 Texas employment 30,609
Texas projected employment by 2028 40,776
Texas projected annual employment and Turnover openings through 2028 4,665

* Due to confidentiality rules, not all regions may have the data displayed. The sum of all the regions may not be equal to the state total.

Top 10 Relevant Knowledge Areas Relevant Importance Levels
English Language
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Customer and Personal Service
Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Sales and Marketing
Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
Administration and Management
Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Communications and Media
Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
Computers and Electronics
Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Sociology and Anthropology
Knowledge of group behavior and dynamics, societal trends and influences, human migrations, ethnicity, cultures and their history and origins.
Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.

Top 10 Relevant Skill Areas Relevant Importance Levels
Communicating effectively in writing as appropriate for the needs of the audience.
Reading Comprehension
Understanding written sentences and paragraphs in work related documents.
Critical Thinking
Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Active Listening
Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Talking to others to convey information effectively.
Complex Problem Solving
Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
Judgment and Decision Making
Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Active Learning
Understanding the implications of new information for both current and future problem-solving and decision-making.
Using mathematics to solve problems.
Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Top 10 Relevant Abilities Relevant Importance Levels
Inductive Reasoning
The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
Oral Comprehension
The ability to listen to and understand information and ideas presented through spoken words and sentences.
Written Comprehension
The ability to read and understand information and ideas presented in writing.
Oral Expression
The ability to communicate information and ideas in speaking so others will understand.
Written Expression
The ability to communicate information and ideas in writing so others will understand.
Fluency of Ideas
The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
Deductive Reasoning
The ability to apply general rules to specific problems to produce answers that make sense.
Information Ordering
The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
Category Flexibility
The ability to generate or use different sets of rules for combining or grouping things in different ways.
Speech Clarity
The ability to speak clearly so others can understand you.

  • Getting Information
    -- Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Analyzing Data or Information
    -- Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
  • Interpreting the Meaning of Information for Others
    -- Translating or explaining what information means and how it can be used.
  • Processing Information
    -- Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
  • Interacting With Computers
    -- Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Other Activities

  • Achievement
    - Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
  • Working Conditions
    - Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.


Desktop computers: Desktop computers;

Notebook computers: Notebook computers;

Personal computers: Personal computers;

Personal digital assistant PDAs or organizers: Personal digital assistants PDA;

Scanners: Scanners;

Tablet computers: Tablet computers;


Analytical or scientific software: AcaStat Software; Adaptive conjoint analysis ACA software; AndersonBell Abstat; Cytel LogXact; Data analysis software; GLOBE Claritas; IBM SPSS Statistics; Insightful S-PLUS; Minitab; Palisade StatTools; Provalis Research Simstat; SAS; Sawtooth Choice-Base Conjoint CBS; Sawtooth Composite Product Mapping CPM; StataCorp Stata; StatPac; Survey software; The MathWorks MATLAB; TNS MarketWhys; TNS Miriad; UNISTAT Statistical Package; WinCross;

Business intelligence and data analysis software: Tableau; Qlik Tech QlikView; Oracle Business Intelligence Enterprise Edition; MicroStrategy; IBM Cognos Impromptu;

Categorization or classification software: Map Maker;

Content workflow software: Adxstudio, for Microsoft;

Customer relationship management CRM software: Blackbaud The Raiser's Edge; Insightful Corporation Confirmit; Galilee Enterprise TargetPro; Oracle Eloqua; TechExcel ServiceWise; Sage ACT!; Salesforce software; Vantage MCIF;

Data base management system software: Teradata Database; Apache Hadoop; Apache Hive; Apache Pig;

Data base reporting software: SAP Crystal Reports;

Data base user interface and query software: WorldAPP KeySurvey Suite; TranspoLink BidLeads; Structured query language SQL; MySQL; Microsoft Access; Microsoft SQL Server; Airtable; Amazon Redshift; Data entry software; Geographic information system GIS marketing software; GMI NET-MR; FileMaker Pro; IBM IMS; Intellimed;

Data mining software: IBM Intelligent Miner; Google Analytics; Cytel Software XLMiner; NCR Teradata Warehouse Miner; Oracle Darwin;

Desktop publishing software: Microsoft Publisher; Sawtooth SSI Web; Adobe Systems Adobe InDesign; LogiXML Ad-HOC;

Development environment software: Adobe Systems Adobe ActionScript; Microsoft Visual Basic; Microsoft Visual Basic for Applications VBA;

Document management software: Adobe Systems Adobe Acrobat; Dropbox;

Electronic mail software: IBM Notes; Microsoft Outlook;

Enterprise resource planning ERP software: Microsoft Dynamics; Oracle Hyperion; Oracle PeopleSoft; NetSuite ERP; SAP; SAP Business Objects; Aprimo Marketing;

Expert system software: Digivey software (expert system feature);

Financial analysis software: Delphi Technology; Financial planning software;

Graphics or photo imaging software: Adobe Systems Adobe Illustrator; Adobe Systems Adobe Creative Cloud; Adobe Systems Adobe Photoshop; Adobe Systems Adobe Fireworks; Adobe Systems Adobe Flash; SmugMug Flickr; Thomson Dialog; Microsoft Visio;

Information retrieval or search software: Medstat/INFORUM; Neoforma Healthcare Products Information Services HPIS Market Intelligence; Mintel Reports; Thomson Financial Investext; Verispan Patient Parameters; Walmart Retail Link; Factiva; FedBizOps; LexisNexis;

Instant messaging software: GroupMe;

Internet browser software: Web browser software;

Map creation software: ESRI ArcGIS software;

Network conferencing software: LogMeIn GoToWebinar;

Object or component oriented development software: R;

Office suite software: Microsoft Office; Google Drive;

Operating system software: Apple macOS; Red Hat Enterprise Linux;

Point of sale POS software: Digivey software (point of sale feature);

Presentation software: Apple Keynote; Google Slides; Presentation software; Microsoft PowerPoint;

Project management software: Microsoft Project; Microsoft SharePoint; Perseus SurveySolutions; Slack; ClassApps SelectSurveyASP; 37Signals Basecamp;

Sales and marketing software: Google AdWords; HubSpot software; Marketo Marketing Automation;

Spreadsheet software: Microsoft Excel;

Transaction security and virus protection software: Symantec;

Video conferencing software: Zoom; LogMeIn GoToMeeting;

Video creation and editing software: Loom; Adobe Systems Adobe AfterEffects; Apple Final Cut Pro; YouTube; WeVideo;

Web page creation and editing software: Social media sites; Facebook; Adobe Systems Adobe Flash Player; Adobe Systems Adobe Dreamweaver; LinkedIn;

Web platform development software: JavaScript; Hypertext markup language HTML; Extensible HyperText Markup Language XHTML; Cascading Style Sheets CSS; Drupal; Dynamic hypertext markup language DHTML; PHP: Hypertext Preprocessor;

Word processing software: Microsoft Word; Word processing software; 3M Post-it App; Evernote; Google Docs;

Related O*NET occupational titles for Market Research Analysts and Marketing Specialists include:
  • 11-2011.00 Advertising and Promotions Managers
  • 11-3111.00 Compensation and Benefits Managers
  • 13-1141.00 Compensation, Benefits, and Job Analysis Specialists
  • 13-1111.00 Management Analysts
  • 11-2021.00 Marketing Managers
  • 27-3031.00 Public Relations Specialists
  • 13-1041.07 Regulatory Affairs Specialists
  • 19-3022.00 Survey Researchers

Sources of Additional Information
  • For more information about market research analysts, visit: Insights Association
  • CareerOneStop

  • For a career video on market research analysts, visit: Market research analysts
  • Market Research Analysts and Marketing Specialists
  • Search Marketing Strategists

  • Contact Texas Workforce Commission
    Labor Market and Career Information  |  101 E. 15th Street, Annex Room 0252  |  Austin, Texas 78778
    Official Website  |  1-800-822-PLAN (7526)  |  512.936.3200

    ** The information in this report may be derived from many sources like O*NET, BLS (Bureau of Labor Statistics), OOH (Occupational Outlook Handbook), and Career One Stop.