Occupations/13-1161.00

Market Research Analysts and Marketing Specialists

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.

Bachelor’s

Usually a four-year bachelor’s degree.

AI automation risk

68%

Higher automation risk

Human characteristics

44%

Balanced human and task mix

Task orientation

46%

Mixed exposure

A day in this job

Mostly human
Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
Task
Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
Task
Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.

The tasks we can read here lean on people, judgment, or hands-on work. The AI risk number is still this job’s rank against other occupations.

Core tasks

01Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
02Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
03Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
04Measure and assess customer and employee satisfaction.
05Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
06Measure the effectiveness of marketing, advertising, and communications programs and strategies.

Model drivers (O*NET 1–5)

Repeating same tasks2.96
Degree of automation2.35
Time sitting4.65
Originality (ability)3.38
Conflict situations2.70
Hands-on objects/tools1.65
Outdoors / weather1.43
Disease exposure1.00
Decision freedom4.52

Top abilities

Inductive Reasoning4.12
Written Expression4.00
Written Comprehension4.00
Oral Expression4.00
Oral Comprehension4.00
Fluency of Ideas4.00
Deductive Reasoning4.00
Information Ordering3.88

Essential skills

Reading Comprehension4.00
Active Listening3.88
Writing4.00
Speaking3.88
Mathematics3.25
Science2.25
Critical Thinking4.00
Active Learning3.50
Learning Strategies3.00
Monitoring3.25

CIP matches

19.0203Consumer Merchandising/Retailing Management19.0905Apparel and Textile Marketing Management30.7102Business Analytics45.0602Applied Economics52.1401Marketing/Marketing Management, General52.1402Marketing Research52.1403International Marketing52.1404Digital Marketing52.1499Marketing, Other52.1904Apparel and Accessories Marketing Operations52.1905Tourism and Travel Services Marketing Operations52.1906Tourism Promotion Operations52.1907Vehicle and Vehicle Parts and Accessories Marketing Operations52.1908Business and Personal/Financial Services Marketing Operations52.1909Special Products Marketing Operations52.1910Hospitality and Recreation Marketing Operations

Schools offering related programs

12 of 88 shown

Earnings are College Scorecard medians for that program, 1 and 2 years after completion. A dash means the Department suppressed the cell or the campus is not in the field file.

Institution	Program	Tuition	Admit	Grad 6-yr	Earnings
Massachusetts Institute of Technology Cambridge, MA · Private nonprofit	Applied Economics 45.0602	$60,100	4%	96%	1 yr $81,333 2 yr $78,971 Bachelor's · CIP 45.06
University of California-Los Angeles Los Angeles, CA · Public	Applied Economics 45.0602	$13,800	9%	92%	1 yr $73,321 2 yr $70,379 Bachelor's · CIP 45.06
Columbia University in the City of New York New York, NY · Private nonprofit	Applied Economics 45.0602	$68,200	4%	96%	1 yr $72,710 2 yr $79,419 Bachelor's · CIP 45.06
City Colleges of Chicago-Wilbur Wright College Chicago, IL · Public	Applied Economics 45.0602	$4,600	100%	27%	1 yr $70,545 2 yr $73,035 Bachelor's · CIP 45.06
Georgetown University Washington, DC · Private nonprofit	Applied Economics 45.0602	$65,400	12%	95%	1 yr $68,858 2 yr $74,702 Bachelor's · CIP 45.06
Northeastern University Boston, MA · Private nonprofit	Applied Economics 45.0602	$63,200	7%	91%	1 yr $68,643 2 yr $69,069 Bachelor's · CIP 45.06
Stanford University Stanford, CA · Private nonprofit	Applied Economics 45.0602	$62,400	4%	96%	1 yr $67,660 2 yr $85,391 Bachelor's · CIP 45.06
University of Michigan-Ann Arbor Ann Arbor, MI · Public	Applied Economics 45.0602	$17,700	18%	93%	1 yr $64,647 2 yr $61,829 Bachelor's · CIP 45.06
Metropolitan State University St. Paul, MN · Public	Applied Economics 45.0602	$9,600	82%	48%	1 yr $63,005 2 yr — Bachelor's · CIP 45.06
New York University New York, NY · Private nonprofit	Applied Economics 45.0602	$60,400	12%	88%	1 yr $60,728 2 yr $59,904 Bachelor's · CIP 45.06
Carleton College Northfield, MN · Private nonprofit	Applied Economics 45.0602	$65,400	17%	94%	1 yr $58,943 2 yr — Bachelor's · CIP 45.06
St Olaf College Northfield, MN · Private nonprofit	Applied Economics 45.0602	$56,400	56%	88%	1 yr $58,943 2 yr $52,107 Bachelor's · CIP 45.06