Occupation Summary

Market Research Analysts and Marketing Specialists

O*NET 13-1161.00


Research market conditions in local, regional, or national areas, or gather information to determine potential sales of a product or service, or create a marketing campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution.

Annual Wages:
Employment Rate:
Employment is expected to increase by 30.79%.
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.

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National Industry Employment Patterns

Industry % of Market Research Analysts and Marketing Specialists employed Annual Growth Rate
Management and technical consulting services 11.8 3.26
Computer systems design and related services 5.3 2.80
Advertising, PR, and related services 4.5 1.35
Software publishers 2.2 2.70

Labor Market Information

2017 Statewide average hourly wage $38.21
2017 National average hourly wage $34.35
2016 National employment 595,400
2016 Texas employment 28,741
Texas projected employment by 2026 37,590
Texas projected annual employment and Turnover openings through 2026 4,041

* 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.
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.
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.
Computers and Electronics
Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
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.
Economics and Accounting
Knowledge of economic and accounting principles and practices, the financial markets, banking and the analysis and reporting of financial data.
Personnel and Human Resources
Knowledge of principles and procedures for personnel recruitment, selection, training, compensation and benefits, labor relations and negotiation, and personnel information systems.

Top 10 Relevant Skill Areas Relevant Importance Levels
Reading Comprehension
Understanding written sentences and paragraphs in work related documents.
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.
Complex Problem Solving
Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
Critical Thinking
Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Communicating effectively in writing as appropriate for the needs of the audience.
Talking to others to convey information effectively.
Judgment and Decision Making
Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
Social Perceptiveness
Being aware of others' reactions and understanding why they react as they do.
Adjusting actions in relation to others' actions.

Top 10 Relevant Abilities Relevant Importance Levels
Written Comprehension
The ability to read and understand information and ideas presented in writing.
Written Expression
The ability to communicate information and ideas in writing so others will understand.
Oral Expression
The ability to communicate information and ideas in speaking so others will understand.
Oral Comprehension
The ability to listen to and understand information and ideas presented through spoken words and sentences.
Deductive Reasoning
The ability to apply general rules to specific problems to produce answers that make sense.
Inductive Reasoning
The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
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).
Speech Clarity
The ability to speak clearly so others can understand you.
Near Vision
The ability to see details at close range (within a few feet of the observer).
Problem Sensitivity
The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.

  • Analyzing Data or Information
    -- Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
  • Getting Information
    -- Observing, receiving, and otherwise obtaining information from all relevant sources.
  • Interacting With Computers
    -- Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
  • Interpreting the Meaning of Information for Others
    -- Translating or explaining what information means and how it can be used.
  • Communicating with Supervisors, Peers, or Subordinates
    -- Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Other Activities

  • Access media advertising services
  • Adapt writing style based on analysis of data or audience
  • Advise business or operational personnel
  • Advise clients and customers on technical matters
  • Advise commercial personnel
  • Advise governmental personnel
  • Advise internal stakeholders on technical matters
  • Analyze current and historical utility costs
  • Analyze market conditions
  • Analyze market or delivery systems
  • Analyze sales activities or trends
  • Analyze scientific or investigative findings
  • Analyze social or economic data
  • Analyze survey data to forecast enrollment changes
  • Attach identification onto products or containers
  • Collect scientific or technical data
  • Collect social or personal information
  • Collect statistical data
  • Communicate technical or scientific information
  • Compile numerical or statistical data
  • Conduct business, market, or managerial research
  • Conduct field research
  • Conduct informational presentations
  • Conduct interviews to gather information
  • Conduct meetings with clients and customers
  • Conduct physical science research
  • Conduct survey research of specified populations and demographics
  • Confer with research personnel
  • Create mathematical or statistical diagrams, charts, or tables
  • Develop advertising or marketing policies, procedures, or standards
  • Develop advertising strategies
  • Develop business, financial, or operational policies, procedures, or standards
  • Develop complex computer databases
  • Develop evaluation instrument or objectives
  • Develop mathematical simulation models
  • Develop plans for programs or projects
  • Develop pricing strategies
  • Develop sales or marketing strategies
  • Develop simple operational data repositories or databases
  • Direct implementation of new procedures, policies, or programs
  • Direct scientific, research, or investigative studies
  • Discuss advertising strategies
  • Estimate product demand
  • Evaluate advertising promotions
  • Explain complex mathematical information
  • Explain results of statistical analyses using graphs
  • Forecast phenomena based on statistical or mathematical research data
  • Identify interrelationships among individuals or social groups
  • Identify interrelationships among social statistics or indicators
  • Identify potential markets
  • Identify problems using mathematical or statistical methods
  • Interpret charts or tables for social or economic research
  • Maintain awareness of social trends
  • Maintain complex computer databases
  • Maintain confidentiality of data
  • Monitor consumer or marketing trends
  • Monitor social media to refine business use and strategies
  • Monitor trends in world trade
  • Obtain information from clients, customers, or patients
  • Obtain information from stakeholders or constituents
  • Operate computers to enter, calculate, access, and retrieve data
  • Perform cost benefit analysis
  • Perform financial analysis of organizational resources and health
  • Perform scientific research
  • Perform statistical analysis or modeling
  • Plan scientific, research, or investigative studies
  • Plan surveys of specified group or area
  • Prepare business, operational, or managerial reports
  • Prepare recommendations based upon research
  • Prepare technical or scientific reports
  • Provide expert testimony
  • Recommend further study or action based on research data
  • Recommend improvements to work methods or procedures
  • Research information for news programs and broadcasts
  • Research information using library or Internet
  • Supervise subordinate personnel or contractors
  • Write business project or bid proposals

  • 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; Claritas software; Cytel LogXact; Data analysis software; Insightful S-PLUS; Minitab software; Palisade StatTools; Provalis Research Simstat; SAS software; SPSS software; Sawtooth Choice-Base Conjoint CBS; Sawtooth Composite Product Mapping CPM; StatPac software; StataCorp Stata; Survey software; TNS MarketWhys; TNS Miriad; The MathWorks MATLAB; UNISTAT Statistical Package; WinCross software;

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

Categorization or classification software: MapMaker software;

Content workflow software: ADXSTUDIO software;

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

Data base management system software: Teradata Database;

Data base user interface and query software: Structured query language SQL; TranspoLink BidLeads; Oracle software; Microsoft Access; Geographic information system GIS marketing software; GMI NET-MR; IBM IMS; Key Survey software; Intellimed software; FileMaker Pro software;

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

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

Development environment software: Adobe Systems Adobe ActionScript; Microsoft Visual Basic;

Document management software: INPUT analysis software; Adobe Systems Adobe Acrobat;

Electronic mail software: Microsoft Outlook;

Enterprise resource planning ERP software: Microsoft Dynamics software; Aprimo Marketing; SAP BusinessObjects software; SAP software; Oracle PeopleSoft;

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

Financial analysis software: Financial planning software; Delphi software;

Graphics or photo imaging software: Adobe Systems Adobe Illustrator; Adobe Systems Adobe Photoshop software; Adobe Systems Adobe Fireworks; Adobe Systems Adobe Flash; Thomson Dialog;

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

Internet browser software: Web browser software;

Map creation software: ESRI ArcGIS software;

Object or component oriented development software: R;

Office suite software: Microsoft Office software;

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

Presentation software: Microsoft PowerPoint; Presentation software;

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

Sales and marketing software: Google AdWords;

Spreadsheet software: Microsoft Excel;

Transaction security and virus protection software: Symantec security software;

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

Web page creation and editing software: Adobe Systems Adobe Dreamweaver; Adobe Systems Adobe Flash Player;

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

Word processing software: Word processing software; Microsoft Word;

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
  • 13-2051.00 Financial Analysts
  • 13-1111.00 Management Analysts
  • 11-2021.00 Marketing Managers
  • 27-3031.00 Public Relations Specialists
  • 13-1041.07 Regulatory Affairs Specialists
  • 13-2099.02 Risk Management Specialists
  • 19-3022.00 Survey Researchers

Sources of Additional Information
  • For more information about market research analysts, visit: Council of American Survey Research Organizations
  • Marketing Research Association
  • Market Research Analysts and Marketing Specialists

  • 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.