Market research executive Job Information | National Careers Service

The work

As a market research executive, you would tend to specialise in one particular type of research – consumer/industrial, social or political. You could carry out research using either of two main methods:

• quantitative – based on numbers and involves analysing survey results from large samples of people
• qualitative – involves analysing more detailed information collected from focus groups and in-depth questionnaires.

Depending on the type of research, your work could involve:

• meeting clients to discuss research projects
• coming up with a plan or proposal and presenting it to the client
• managing a budget
• designing questionnaires and organising surveys
• briefing interviewers and researchers
• monitoring the progress of the survey
• analysing data and presenting the results to the client
• advising the client about how they can best use the research.

Most jobs involve a lot of computer work, for background research, analysing statistics and producing reports.

Hours

Your would typically work standard office hours, Monday to Friday, with occasional overtime if necessary to meet project deadlines.

The work is mainly office-based, but you may sometimes travel to visit clients and focus groups.

Income

Starting salaries can be between £19,000 and £23,000 a year. With experience, this can rise to between £25,000 and £35,000. Senior market research executives can earn up to £50,000 a year.

Figures are intended as a guideline only.

Entry requirements

Market research is a competitive industry to join, and most employers will expect you to be qualified to BTEC HND or degree level.

You may have an advantage with a degree that includes the study and application of statistics, such as:

• statistics, maths, economics or business and management (for quantitative research)
• psychology, sociology, anthropology or social sciences (for qualitative research).

Degrees in sciences or engineering may be useful for some specialist industrial market research jobs. Language ability would be an advantage for international work.

Whatever your qualifications, you will find it useful to have previous experience in marketing, sales or advertising, or as a market research interviewer.

Your might get your first job as a market research executive through one of the graduate training schemes that some larger employers run for new recruits. Alternatively, you could start as a research assistant in an agency, and earn promotion to executive or account manager as your experience grows.

Training and development

You will mainly develop your skills on the job, and your employer might also send you on external training courses if appropriate.

Your training may include the chance to gain qualifications from the Market Research Society (MRS), such as:

• Advanced Certificate in Market and Social Research Practice – for researchers at the beginning of their careers
• Diploma in Market and Social Research Practice – for experienced researchers.

You can study for the Advanced Certificate full-time or part-time at some universities or training centres, or by distance learning. The Diploma is available part-time or by distance learning.

You may be able to take part in the MRS Professional Development Scheme (PDS), where the MRS has accredited certain employers’ in-house training programmes. If your employer is part of the scheme, you will achieve the Advanced Certificate, the Diploma and full membership of the MRS by the end of the three-year programme. See the MRS website for more information.

If you work in qualitative research, you may also find it useful to take the Association for Qualitative Research (AQR) foundation course. This is a three-day introductory course for researchers who are new to qualitative research.

You could also choose to take a postgraduate course in marketing, statistics, or social research while you are working. The MRS accredits a number of Masters degrees – see website for details.

Skills and knowledge

To be a market research executive you should have:

• excellent mathematical and computer skills
• the ability to analyse and interpret statistics
• good communication and ‘people’ skills
• effective written communication skills, for report writing and designing questionnaires
• creative problem-solving skills
• accuracy and attention to detail
• good organisational and time-management skills
• the ability to work well under pressure
• an interest in psychology and behaviour
• business awareness.

More information

Market Research Society (MRS)
15 Northburgh Street
London
EC1V 0JR
Tel: 020 7490 4911
www.mrs.org.uk

Association for Qualitative Research (AQR)
Davey House
31 St Neots Road
Eaton Ford
St Neots
Cambridgeshire
PE19 7BA
Tel: 01480 407227
www.aqr.org.uk

Opportunities

You could work for market research agencies and consultancies, advertising agencies, or social research bodies. You may also find opportunities in a large company's in-house market research department.

Jobs may be advertised in the national and industry press, by specialist recruitment agencies and on graduate recruitment websites.

With experience, you could progress into management, or become a self-employed market research consultant. Alternatively, you could move into advertising or marketing.

You may find the following useful for job vacancies and further reading (links open in new window):

• Research
• Market Research World
• MR Web
• Datatech
• Resources Group
• Marketing
• Marketing Week