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How to Get a Job Doing Qualitative Marketing Research

Qualitative market research is an important tool used by companies to identify customer needs and people’s perception of a product with the goal of satisfying those needs. This can be done by improving product lines, distribution, sales strategies and all the other things that will increase your sales and generate more profits.

Educational attainment and skills sought by employers

Even entry-level jobs in this field favor a bachelor’s degree, and most companies require a master’s degree for higher-level positions. While any bachelor’s degree is acceptable, there is an undergraduate course that focuses on market research. Other preferred courses are degrees in statistics, mathematics or computer science. A background in economics, business administration or the social sciences adds to a more impressive resume.

The Marketing Research Association, a nonprofit trade organization comprised of member companies, offers professional research certifications that demonstrate professional competence and increase your advantage over other job applicants. There are certain criteria that must be met in experience and knowledge before you can be certified. Sales internships and work experiences are helpful for a marketing career. So are exposures to work doing data analysis, writing reports and taking surveys.

To get a job doing qualitative research for sales, employers look for specific skills and competencies. Computer proficiency is essential, as newer methodologies in conducting statistical market studies make extensive use of computer software. Analytical thinking skills are required to understand and examine massive amounts of data. Communication skills involve conversing with people to gather information, interpret it and present it to clients. Other valuable skills are critical thinking skills and detail orientation because the job involves accurate data analysis and evaluation of collected information to determine action plans.

Functions of a qualitative marketing researcher

Traditional qualitative market research uses two methodologies for data collection: focus group discussions and in-depth interviews. The first uses a small group of eight to ten respondents in a discussion during which their behaviors, perceptions, and attitudes toward a given topic are asked and explored. The latter is an individual interview over the phone or in person for more complex issues.

Modern methodologies are carried out with the use of computers. These include webcam groups, online bulletin boards, video diaries, mobile research, email surveys, and other techniques that are constantly being tested. Therefore, these occupations require working, usually alone, at the computer, accumulating data and evaluating it and making reports. Depending on needs, longer working hours may be required.

Typical duties of a qualitative marketing researcher

The qualitative market analyst usually works in small groups to collect large amounts of information. They communicate with respondents via the Internet, by telephone, or in person to obtain information about their behaviors and opinions, research a topic, analyze and interpret data, prepare reports, charts, and tables and present them to management. Their tasks include monitoring and forecasting sales trends, measuring the effectiveness of marketing strategies, formulating plans and proposals.

Most of these tasks are done with specialized statistical software, so a market specialist must be computer literate and learn how to use these specific programs.

A market research job is challenging and mentally stimulating. It brings out a person’s creativity by discovering new ways of doing things. According to data from the US Bureau of Labor Statistics, the median annual salary for market research analysts as of May 2011 is $67,130, with the lowest ten percent at $33,490 and the top ten percent at high of $112,560.

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