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Market Researcher

Market researchers collect and analyse information to assist with marketing and to determine whether a demand exists for a particular product or service.

TASKS

Market researchers may perform the following tasks:

design questionnaires and select sample groups to survey
collect facts from sources (such as company records) showing the total volume of sales, or from government statistics and information (such as population census data)
arrange and analyse collected information
interpret and predict current and future consumer trends, such as changes in tastes and lifestyles
write reports about the results of research activities
discuss information needs with clients
identify specific consumer markets for clients

PERSONAL REQUIREMENTS

able to analyse and interpret information
aptitude for statistics and computers
good communication and interpersonal skills

Very Good Outlook for this career!

Interest Area

SPECIALISATIONS

Market Research Analyst - determines the market for new products, develops advertising strategies and evaluates the best business sites for various types of commercial enterprises.

Market Research Interviewer - assists market researchers in collecting information by speaking with people face-to-face or over the phone, and recording (on questionnaires or in reports) the answers or details given by interviewees about the market research subject.

EDUCATION & TRAINING

To become a market researcher you usually have to complete a degree in business, management or commerce with a major in marketing. It is also possible for graduates of statistics, psychology, sociology, economics, behavioural sciences or computer science degrees to enter this occupation. To get into these courses you usually need to gain your HSC/ACT Year 12. Prerequisite subjects, or assumed knowledge, in one or more of English and mathematics are normally required. Most universities in Australia offer degrees in these areas.

Universities have different prerequisites and some may have flexible entry requirements or offer external study. Contact Open Universities Australia or the universities you are interested in for more information as requirements may change.

Additional Information

Graduates of marketing courses may be eligible for membership of the Australian Marketing Institute or Australian Market and Social Research Society.

EMPLOYMENT OPPORTUNITIES

Market researchers may work for organisations that make and market products such as cars, magazines, food, clothing, appliances and other consumer products. They may also work for radio and television networks. In recent years, government bodies have made increasing use of market research services. There are also market research firms that offer their services on a consulting basis.

New graduates sometimes take up market research interviewing jobs in order to break into this field. It is common for market researchers to have to work in the evenings or on weekends.