Market Research Analyst and Marketing Specialist

Also called: Advertising Analyst, Business Development Analyst, Business Development Specialist, Communications Specialist, Demographic Analyst

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Market research analysts and marketing specialist 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.

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

Work Context

Electronic Mail — 100% responded "Every day".
Spend Time Sitting — 66% responded "Continually or almost continually".
Telephone — 70% responded "Every day".
Freedom to Make Decisions — 57% responded "A lot of freedom".
Importance of Being Exact or Accurate — 57% responded "Extremely important".
Structured versus Unstructured Work — 44% responded "Some freedom".
Face-to-Face Discussions — 53% responded "Every day".

Work Activities

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.
Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.
Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.
Communicating with Persons Outside Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.

Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.

Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.

Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.

Provide Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.

Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.

Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.

Judging the Qualities of Things, Services, or People — Assessing the value, importance, or quality of things or people.

Coordinating the Work and Activities of Others — Getting members of a group to work together to accomplish tasks.

Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.

Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money.

Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.

Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.

Monitor Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.

Performing Administrative Activities — Performing day-to-day administrative tasks such as maintaining information files and processing paperwork.

Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.

Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.

Detailed Work Activities

Analyze consumer trends.
Prepare research reports.
Conduct surveys in organizations.
Analyze market conditions or trends.
Gather organizational performance information.
Measure effectiveness of business strategies or practices.

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.

Reading Comprehension

Understanding written sentences and paragraphs in work related documents.

Writing

Communicating effectively in writing as appropriate for the needs of the audience.

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.

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.

Deductive Reasoning

The ability to apply general rules to specific problems to produce answers that make sense.

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).

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.

Written Comprehension

The ability to read and understand information and ideas presented in writing.

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.

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.

Near Vision

The ability to see details at close range (within a few feet of the observer).

Originality

The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.

Mathematical Reasoning

The ability to choose the right mathematical methods or formulas to solve a problem.

Speech Recognition

The ability to identify and understand the speech of another person.

Number Facility

The ability to add, subtract, multiply, or divide quickly and correctly.

Flexibility of Closure

The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.

People interested in this work like activities that include ideas, thinking, and figuring things out.

They do well at jobs that need:

Achievement/Effort

Persistence

Initiative

Leadership

Cooperation

Concern for Others

Social Orientation

Self Control

You might use software like this on the job:

Graphics or photo imaging software

SmugMug Flickr
Microsoft Visio
Adobe Systems Adobe Creative Cloud
Adobe Systems Adobe Illustrator
Adobe Systems Adobe Photoshop
Thomson Dialog
Adobe Systems Adobe Fireworks
Adobe Systems Adobe Flash

Business intelligence and data analysis software

IBM Cognos Impromptu
Qlik Tech QlikView
MicroStrategy
Oracle Business Intelligence Enterprise Edition
Tableau

Customer relationship management CRM software

Salesforce software
Vantage MCIF
Oracle Eloqua
TechExcel ServiceWise
Sage ACT!
Blackbaud The Raiser's Edge
Insightful Corporation Confirmit
Galilee Enterprise TargetPro

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