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Market Research Analyst: Occupations in Alberta - alis
Are you interested in marketing and how it can help shape strategy and business decisions? Are you intrigued by what makes some products sell more easily than others? Do you enjoy research and analytics? Then you may want to buy into a career as a market research analyst.
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Occupations in Alberta

Market Research Analyst

Market research analysts use data gathered about different audiences (customers, employers, and competitors) and how they respond to brands, products, and services. They use this information to improve market success.

Contents Expand All
NOC Codes

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used.

Here is how this occupation has been classified over time.

2006 NOC

  • 4163: Business Development Officers and Marketing Researchers and Consultants

2006 NOC-S

  • E033: Business Development Officers and Marketing Researchers and Consultants

2011 NOC

  • 4163: Business development officers and marketing researchers and consultants

2016 NOC

  • 4163: Business development officers and marketing researchers and consultants

2021 NOC

  • 41402: Business development officers and market researchers and analysts

2023 OaSIS

  • 41402.00: Business development officers and market researchers and analysts
Duties
Updated Mar 31, 2022

Working on their own or as part of a team of marketing professionals, market research analysts:

  • Research the market perception and potential of a brand, product, or service
  • Identify factors that may enhance acceptance of a brand, product, or service
  • Determine the nature and size of market segments
  • Help companies determine their position in the marketplace
  • Help develop and evaluate marketing and communications programs
  • Measure customer and employee satisfaction
  • Track market trends

Depending on the nature of the organization they work for, they may:

  • Create or modify research tools such as telephone or online surveys, interviews, or focus groups
  • Keep track of industry statistics and trends in trade literature
  • Collect and analyze information about competitors and market shares
  • Prepare, code, conduct, or commission primary research such as online or telephone surveys, focus groups, or written surveys
  • Explore secondary (published) research or buy syndicated or proprietary research (research done by outside suppliers, meaning they own the results)
  • Analyze and present research findings
  • Model and analyze information in customer transaction databases about customer responses
  • Forecast the size and traits of future markets
  • Liaise between external clients and internal operations such as data collection, coding, and data processing departments
  • Use statistical software to capture and manipulate (shape) data
  • Create reports and presentations
  • Develop and maintain online reporting environments
  • Respond to client requests
  • Work with internal stakeholders and departments on evidence-based strategies for business growth
  • Use external and internal market data to align a department’s revenue forecast with likely trends
Working Conditions
Updated Mar 31, 2022
  • Strength Required Lift up to 5 kg

Market research analysts work mostly in office settings. They may work long hours to meet project deadlines. They may adjust their schedules to meet with people who can’t meet during regular business hours. They may need to travel to meet with clients or supervise surveys.

Work Personalities

In Alberta, this occupation is part of 1 or more 2023 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

How This Occupation Compares to Your Work Personalities

Fit
Fit Guide
An occupation can be a great, good, fair, weak, or poor fit for you.
I
Investigative
This occupation
You
E
Enterprising
C
Conventional
This occupation
You

To find out how well this occupation fits your work personality types, complete the Work Personalities Quiz in Find Your Fit.

This Occupation’s Work Personalities

Business development officers and market researchers and analysts
2023 OaSIS: 41402.00

Click or tap a personality type for its description.

  • 1
    Investigative

    Investigative jobs are about thinking deeply and solving problems. People in these jobs enjoy learning, asking questions, and doing research. They often study science, nature, or how things work. These jobs need a lot of thinking and often involve working with ideas instead of people. Examples include scientists, lab technicians, and researchers.

  • 2
    Enterprising

    Enterprising jobs are about leading, selling, or starting new projects. People in these jobs like to take charge, make decisions, and reach goals. They often work in business or politics. These jobs may involve some risk and require strong people skills. Examples include managers, salespeople, and entrepreneurs.

  • 3
    Conventional

    Conventional jobs involve following rules and working with information. People in these jobs like to keep things organized and follow clear steps. They often work with numbers, files, or data. These jobs usually happen in offices and involve working with data and details more than ideas. Examples include clerks, accountants, and data entry workers.

Find other alis occupations that match this occupation’s work personalities.

Your Work Personalities

To identify or change your work personalities, complete the Work Personalities Quiz in Find Your Fit.

Quick Guide

Alis work personalities are based on Holland’s theory. It identifies 6 personality types: Realistic, Investigative, Artistic, Social, Enterprising, and Conventional. People with similar personalities and interests will tend to pursue similar careers. They are likely to create work environments that are favourable to their type.

Most people will identify with 2 or 3 dominant personalities. If the occupation’s personalities match your more dominant types, this occupation is more likely to be satisfying and rewarding to you.

This Occupation’s Work Personalities lists the personalities most likely to be found in that occupation. They are listed in order of importance, with 1 as the most important.

Your Work Personalities shows where the occupation’s personalities rank within your test results. Rank 1 is your most dominant type and 6 is your least dominant.

Learn about work personalities

Abilities

In Alberta, this occupation is part of 1 or more 2023 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Business development officers and market researchers and analysts
2023 OaSIS: 41402.00

How This Occupation Compares to Your Abilities

The graph below shows how well your scores match the overall abilities for this occupation.

The closer your ability scores are to the center, the more they match this occupation’s. The further away they are, the less they match this occupation’s.

The lower your ability scores are compared to the occupation’s, the more challenging the occupation will likely be for you. The higher your ability scores are compared to the occupation’s, the less challenging the occupation will likely be for you.

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities

To find out how well this occupation fits your abilities, complete the Abilities Quiz in Find Your Fit.

Abilities Sets

The 49 abilities are grouped into 5 abilities sets: Critical Thinking, Numbers and Patterns, Physical Activity, Mind-Body Coordination, and Senses.

Some abilities are more relevant to an occupation than other abilities. Individual abilities that are not relevant to an occupation are greyed out.

To fill in or change the values for your abilities, complete the Abilities Quiz in Find Your Fit.

Critical Thinking

Critical Thinking includes 9 abilities related to identifying and solving problems, thinking of ideas, and communication, such as speaking and writing.

This is how well your scores match the set of Critical Thinking abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Inductive Reasoning
Verbal Ability
Information Ordering
Categorization Flexibility
Deductive Reasoning
Fluency of Ideas
Problem Identification
Written Comprehension
Written Expression

Numbers and Patterns

Numbers and Patterns includes 10 abilities related to math, memorizing, and multitasking. It also includes how we perceive patterns, shapes, and distances.

This is how well your scores match the set of Numbers and Patterns abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Memorizing
Perceptual Speed
Pattern Organization Speed
Numerical Ability
Mathematical Reasoning
Multitasking
Pattern Identification
Spatial Orientation
Spatial Visualization
Selective Attention

Physical Activity

Physical Activity includes 9 abilities related to strength, balance, flexibility, coordination, and endurance. 

This is how well your scores match the set of Physical Activity abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Stamina
Static Strength
Trunk Strength
Explosive Strength
Body Flexibility
Dynamic Strength
Gross Body Coordination
Gross Body Equilibrium
Multi-Limb Coordination

Mind-Body Coordination

Mind-Body Coordination includes 9 abilities related to movement control and how we react to signals. It also includes fine motor skills, such finger and hand dexterity and hand-eye coordination.

This is how well your scores match the set of Mind-Body Coordination abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Finger-Hand-Wrist Motion
Rate Control
Arm-Hand Steadiness
Control of Settings
Finger Dexterity
Manual Dexterity
Multi-Signal Response
Reaction Time
Speed of Limb Movement

Senses

Senses includes 12 abilities related to seeing, hearing, and speaking. 

This is how well your scores match the set of Senses abilities for this occupation:

lower
a match
higher
Typical ability expectations for this NOC group
Your abilities
Individual Abilities

Compare this occupation's score with yours for each ability in the set.

Hearing Sensitivity
Speech Clarity
Peripheral Vision
Auditory Attention
Depth Perception
Far Vision
Glare Tolerance
Near Vision
Night Vision
Speech Recognition
Sound Localization
Colour Perception

Quick Guide

The abilities or aptitudes shown for this NOC group come from the Occupational and Skills Information System (OaSIS).

The abilities scores range from 1 to 5, with 5 being stronger.

Occupations use different combinations and levels of these abilities. The Abilities Quiz helps you learn more about your ability levels and which occupations match your strengths.

If you have completed the Abilities Quiz, you can compare the occupation’s ability expectations to your own ability scores. Your scores may be lower than, a match to, or higher than the occupation’s expected abilities.

Learn about abilities

Traits & Skills
Updated Mar 31, 2022

Market research analysts need:

  • An interest and curiosity about people, market trends, and different audiences
  • An interest in analyzing and interpreting statistical data
  • Critical-thinking and problem-solving skills
  • Communication, writing, and presentation skills
  • The ability to work with many different types of people
  • Attention to detail
  • The ability to adapt as business needs change

They should enjoy coordinating information, planning and administering projects, and developing policies and programs. They should like consulting others.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Top 10 Skills Employers Are Looking For

Business development officers and marketing researchers and consultants

2016 NOC: 4163

This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 106 most recent Alberta job postings, collected between Feb 02, 2025 and Oct 24, 2025.

Review these skills to learn:

  • Whether or not this occupation matches your skill set
  • What training you may need to get these skills
  • What skills to highlight in your resumé, cover letter, and interview.
Tasks: Develop marketing strategies
Tasks: Develop policies
Tasks: Develop and implement business plans
Tasks: Perform administrative tasks
Tasks: Prepare reports, research papers, educational texts or articles
Tasks: Plan development projects
Tasks: Design market research questionnaires
Tasks: Respond to enquiries from members of the business community concerning development opportunities
Attention to detail
Tasks: Develop social and economic profiles of urban and rural areas to encourage industrial and commercial investment
Tasks: Develop marketing strategies 71
Tasks: Develop policies 67
Tasks: Develop and implement business plans 67
Tasks: Perform administrative tasks 62
Tasks: Prepare reports, research papers, educational texts or articles 56
Tasks: Plan development projects 56
Tasks: Design market research questionnaires 56
Tasks: Respond to enquiries from members of the business community concerning development opportunities 52
Attention to detail 51
Tasks: Develop social and economic profiles of urban and rural areas to encourage industrial and commercial investment 45
Educational Requirements
Updated Mar 31, 2022
  • Minimum Education Varies

Alberta has no specific academic qualifications to enter the field of market research. However, computer skills and a degree or diploma in marketing are definite assets. Those with one or more degrees have the best prospects for advancement. Degrees should include courses in marketing, statistics, and social research methods.

They may advance into roles like manager of marketing analytics or market research. This will require advanced knowledge of platforms like Excel, SQL, Python, and various analytics suites.

Before enrolling in an education program, prospective market research analysts should discuss their education options with people currently working in the field.

Related Education

The following schools offer programs or courses that are related to this occupation but are not required to enter the field.

AGA Academy
Athabasca University
Bow Valley College
Grant MacEwan University
Keyano College
Lakeland College
Medicine Hat College
Mount Royal University
NorQuest College
Northern Alberta Institute of Technology
Northwestern Polytechnic
Southern Alberta Institute of Technology
University of Alberta
University of Calgary

To expand or narrow your program options, visit Post-Secondary Programs and start your search with:

Completing a program does not guarantee entrance into an occupation. Before enrolling in an education program, prospective students should look into various sources for education options and employment possibilities. For example, contact associations and employers in this field.

Certification Requirements
Updated Mar 31, 2022
  • Certification Not regulated

The Marketing Research and Intelligence Association (MRIA) offers a voluntary Certified Marketing Research Professional (CMRP) designation to members who meet the required qualifications and are able to demonstrate competency and mastery of theoretical and practical knowledge in marketing research. For more information, visit the MRIA website.

Employment & Advancement
Updated Mar 31, 2022

Market research analysts work for:

  • Manufacturing, processing and other large corporations
  • Market research suppliers
  • Management consulting firms
  • Advertising agencies
  • Business associations
  • Government departments

Advancement opportunities vary depending on the analyst’s qualifications, skills and work ethic. The size and nature of the organization are also factors. Those who are proactive, curious problem solvers, and have a mix of analytical and creative skills are most likely to advance.

Industry Concentration

This section shows the industries where the majority of people in this occupation work. The data is based on the 2016 Census.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.

Business development officers and marketing researchers and consultants
2016 NOC: 4163

79.7% of people in this occupational group work in:

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

Look for Work

Think Industries and Sectors When Planning Your Career

Jobs and occupations are changing every day. It can be hard to know what the future of work looks like—but not impossible. Look at industries and sectors for possible inspiration, insights, and opportunities.
3-Year Job Market Forecast

This section shows the Alberta job market condition, or short-term demand forecast, for this occupation over a 3-year period. It also shows the number of people employed in the occupation.

In Alberta, this occupation is part of 1 or more 2021 National Occupational Classification (NOC) groups.

Business development officers and market researchers and analysts
2021 NOC: 41402
Cool
Job Market
2,300
Employed in AB

Source: 2024-2026 Alberta Short-Term Employment Forecast

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

To see data for all occupations, visit Occupations in Demand.

5-Year Job Market Forecast

This section shows the employment outlook for this occupation in Alberta over a 5-year period.

Employment outlook is influenced by a wide variety of factors including:

  • Time of year (for seasonal jobs)
  • Location in Alberta
  • Employment turnover (when people leave existing positions)
  • Occupational growth (when new positions are created)
  • Size of the occupation
  • Trends and events that affect overall employment, especially in the industry or industries from the previous list
©
iStock.com/filadendron
OCCinfo

Employment Outlook

Employment outlook is influenced by a wide variety of factors. Learn how these factors can affect your career decisions.

In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.

Business development officers and marketing researchers and consultants
2016 NOC: 4163
2.5%
Annual Growth
(Above average)
84
New Positions

Source: 2021-2025 Alberta Regional Occupational Demand Outlook

Annual growth is from 2021 to 2025. New positions created each year are in addition to job openings created by employment turnover.

NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For examples, see Note.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Related Alberta Job Postings
Wage & Salary
Updated Mar 31, 2022

In Alberta, this occupation is part of 1 or more 2021 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.

Business development officers and market researchers and analysts

2021 NOC: 41402
Average Wage
$47.25
Per Hour
Average Salary
$92,902.00
Per Year
Average Hours
37.8
Per Week
Average Months on Payroll
12
Survey Methodology Survey Analysis

Source
 2023 Alberta Wage and Salary Survey

NOC 41402 Wage Profile

Unless otherwise noted, the data shown here is for all industries and all regions in Alberta.

All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production), and other forms of compensation.

To see the full survey data for this NOC group, visit the wage profile.

Other wage sources
To make an informed wage and salary decision, research other wage sources to supplement this data.

A: High Reliability
Data Reliability Code Definition

High Reliability, represents a CV of less than or equal to 6.00% and 30 survey observations and/or represents 50% or more of all estimated employment for the occupation.

Hourly Wage

For full-time and part-time employees
  • Low
  • High
  • Average
  • Median
Starting
Overall
Top

Hourly Wage

For full-time and part-time employees
Wages* Low (5th percentile) High (95th percentile) Average Median
Starting $23.81 $63.19 $38.86 $36.65
Overall $27.25 $74.36 $47.25 $43.87
Top $30.18 $82.20 $53.61 $49.17

Swipe left and right to view all data. Scroll left and right to view all data.

* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.

Pay brackets for hourly wages

  • Starting pay: average pay offered for entry-level positions
  • Overall pay: average pay across all employees in this occupation
  • Top pay: average pay offered to top-paid employees

Industry Information

ALL INDUSTRIES
Construction
Wholesale Trade
Retail Trade
Professional, Scientific & Technical Services
Health Care & Social Assistance
Other Services (Repair, Personal Services and Related)
Public Administration
ALL INDUSTRIES $92,902
Construction $102,825
Wholesale Trade $77,076
Retail Trade $59,512
Professional, Scientific & Technical Services $98,412
Health Care & Social Assistance $61,622
Other Services (Repair, Personal Services and Related) $78,688
Public Administration $90,407

Skills Shortage

Employers that Recruited in the Last 2 Years
47%
47%)
Recruiting Employers that Experienced Hiring Difficulties
25%
25%
Employers with Unfilled Vacancies of over 4 Months
3%
3%
Vacancy Rate
7%
Related High School Subjects
  • Business, Administration, Finance and IT
    • Management and Marketing
  • English Language Arts
  • Mathematics
Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies
  • Mathematics
  • Social Sciences, Law and Religious Studies
Other Sources of Information
Updated Mar 31, 2022

Marketing Research and Intelligence Association (MRIA) website: mria-arim.ca

Get information and referrals about career, education, and employment options from Alberta Supports.

Updated Mar 31, 2022. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.

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