The work

Market research is only effective if the group of people interviewed is representative and the right questions are asked. It is the job of market research executives to ensure this is so.

There are a number of areas in which they may find themselves working:

Consumer research covers goods and services sold to the public. It investigates opinions on matters like price, quality and after-sales service. This type of research is usually carried out by an agency, which works with a wide range of clients in manufacturing, advertising, service industries and the public sector.

Market research executives will be involved in writing and presenting proposals to clients. These will include details of costs, research techniques and target market. If commissioned, they will write and design the questionnaire and may help train a team of interviewers to carry out the research. They then monitor and control the survey's progress.

Industrial or 'business-to-business' research covers goods and services within industry, such as scientific equipment and raw materials. Because this kind of work requires technical knowledge, market research executives need to work for a specialist agency or an in-house research team. Interviews tend to be more in-depth and desk research is often involved.

Social and political research helps central and local government to assess people's views on specific issues. The findings are used to help plan policies. This area also covers political opinion polls. Methods vary, but include questionnaires, interviews and door-to-door enquiries, followed by statistical analysis using computers.

Several methods can be used to gather data:

Quantitative research is statistics-based and covers the 'who' and 'what' of human behaviour. It involves questioning large numbers of people using telephone and postal surveys, and face-to-face interviews.

Qualitative research is based on a small sample of people, often using focus groups or in-depth interviews, to look at the 'how' and 'why' of human behaviour. Instead of fixed questions, a list of topics or problems to discuss is provided.

Market research executives may also use electronic data collection, such as loyalty cards or desk research, which involves collating information that is already available, such as company records.

Hours and Environment

Market research executives work normal office hours, although when projects and campaigns are nearing deadlines or when conducting qualitative fieldwork, weekend and evening work is required.

Skills and Interests

Market research executives should:

• have analytical minds
• have an interest in people and their behaviour
• have strong interpersonal skills
• have excellent communication skills and be able to give clear instructions
• be good team players, able to take responsibility and handle pressure
• be methodical and well organised
• be able to write clearly and precisely when producing questionnaires and reports
• have numerical skills
• have some sales skills, which may be needed when presenting a proposal to a client
• have commercial awareness
• be able to analyse problems and find suitable solutions
• have a strong knowledge of statistics and computers
• display competence in handling data (to work in quantitative research)
• be able to use the internet and other databases to collect information
• have specific scientific or technical knowledge (to work as an industrial researcher).

Entry

There is no upper age limit for entry to market research, although the majority of entrants are in their early twenties. Experience in other marketing fields, such as sales or advertising, statistics, economics or maths, would be an advantage. Mature applicants are most likely to find an opening in qualitative or social research.

Training

Many universities and colleges welcome applications from older candidates who do not have the academic entry requirements. If they are over 21 without the usual academic qualifications, they may register for the Market Research Societys (MRS) Certificate and Diploma, provided that they satisfy the entry requirements.

Market research is a graduate-led industry. As such, the majority of applicants for research executive position are expected to hold a degree, although the particular degree subject is of less importance. The majority of market research graduates are drawn from degree disciplines that require strong communication or analytical skills. Subjects including numeracy and statistics, such as business studies, maths and economics, are useful for quantitative research; psychology, sociology and anthropology for qualitative research. However, graduates with degrees ranging from zoology to theatre studies are also welcomed by the industry.

Many degree or HND courses in business subjects offer options in marketing and market research. Courses last between two and four years.

A science or engineering degree may be appropriate for industrial market research. Languages are an advantage for international work.

Opportunities

Most large consumer goods manufacturers have their own marketing departments, but rarely carry out their own research. Executives commission agencies to carry out research and monitor the results.

Some advertising agencies use market research to monitor the effectiveness of advertising campaigns. Market research executives work for agencies or within industrial or commercial organisations, advertising agencies or government/social research bodies. Most large consumer goods manufacturers have their own marketing departments, but rarely carry out their own research. Executives commission agencies to carry out research and monitor the results.

Some advertising agencies use market research to monitor the effectiveness of advertising campaigns.

Annual Income

Further information

The Market Research Society
www.mrs.org.uk