Market Research Analyst
Market research analysts use data gathered about marketplace participants (customers, employers and competitors) and their responses to products and services. This information is used to improve market success.
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Avg. Salary $91,736.00
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Avg. Wage $46.66
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Minimum Education Varies
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Outlook above avg
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Employed 4,900
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In Demand Medium
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: Business Development Officers and Marketing Researchers and Consultants (4163)
- 2006 NOC-S: Business Development Officers and Marketing Researchers and Consultants (E033)
- 2011 NOC: Business development officers and marketing researchers and consultants (4163)
- 2016 NOC: Business development officers and marketing researchers and consultants (4163)
Skills Shortage
Employers that Recruited in the Last 2 Years
42%
42%
Average Wage
Starting
Overall
Top
Average Wage
| Starting | $37.33 |
|---|---|
| Overall | $46.66 |
| Top | $60.01 |
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Certification Not Regulated
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Strength Required Lift up to 5 kg
Interest Codes
The Market Research Analyst is part of the following larger National Occupational Classification (NOC).
Business Development Officers and Marketing Researchers and Consultants
- DIRECTIVE
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Interest in co-ordinating information to plan development projects with representatives of a wide variety of industrial and commercial enterprises, business associations and government agencies, and to develop strategies to attract venture capital; and in administering programs to promote industrial and commercial business investment and tourism
- INNOVATIVE
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Interest in developing policies and programs to promote industrial and commercial business investment in urban and rural areas, and in developing social and economic profiles of urban and rural areas to encourage industrial and commercial investment and development
- SOCIAL
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Interest in consulting to advise on procedures and requirements for government approval
Reading Interest Codes
A Quick Guide
The interest code helps you figure out if you’d like to work in a particular occupation.
It’s based on the Canadian Work Preference Inventory (CWPI), which measures 5 occupational interests: Directive, Innovative, Methodical, Objective and Social.
Each set of 3 interest codes is listed in order of importance.
A code in capital letters means it’s a strong fit for the occupation.
A code in all lowercase letters means the fit is weaker.
Duties
Updated Mar 31, 2017
Working individually or as part of a team of marketing professionals, market research analysts:
- research the market potential of a product or service
- identify factors that may enhance acceptance of a 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 employing organization, this may involve activities such as:
- creating or modifying research tools such as telephone or online surveys
- keeping track of industry statistics and monitoring trends in trade literature
- collecting and analyzing information about competitors and market shares
- conducting or commissioning primary research such as telephone surveys, focus groups or written surveys
- researching secondary (published) sources or purchasing syndicated or proprietary research from outside suppliers
- analyzing and presenting research findings
- modelling and analyzing customer response information contained in customer transaction databases
- forecasting the size of future markets.
Working Conditions
Updated Mar 31, 2017
Market research analysts work primarily in office environments. They may need to work long hours to meet project deadlines or adjust their schedules to meet with people who are not available during regular business hours. They may need to travel to meet with clients or supervise surveys.
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Strength Required Lift up to 5 kg
Skills & Abilities
Updated Mar 31, 2017
Market research analysts need:
- an interest in analyzing and interpreting statistical data
- critical thinking skills
- communication and presentation skills
- the ability to work with many different types of people
They should enjoy co-ordinating information, planning and administering projects, developing policies and programs, and consulting with others.
Top 10 Skills Employers Are Looking For
Business development officers and marketing researchers and consultants
NOC code: 4163
This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 14 most recent Alberta job postings, collected between Nov 19, 2020 and Feb 24, 2021.
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.
| Develop marketing strategies | 13 |
|---|---|
| Personal Suitability: Effective interpersonal skills | 13 |
| Personal Suitability: Organized | 13 |
| Develop and implement business plans | 12 |
| Conduct analytical marketing studies | 11 |
| Conduct online marketing, E-commerce and Website promotions | 10 |
| Personal Suitability: Team player | 10 |
| Personal Suitability: Client focus | 10 |
| Personal Suitability: Reliability | 10 |
| Personal Suitability: Initiative | 10 |
Educational Requirements
Updated Mar 31, 2017
In Alberta, no specific academic qualifications are required to enter the field of market research. However, computer skills and a degree or diploma in marketing are definite assets. Advancement prospects are best for those who have one or more degrees, which include courses in marketing, statistics and social research methods.
Before enrolling in an education program, prospective marketing 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.
Athabasca University
Grande Prairie Regional College
Grant MacEwan University
Lethbridge College
Medicine Hat College
Mount Royal University
Northern Alberta Institute of Technology
Red Deer College
Southern Alberta Institute of Technology
University of Alberta
University of Calgary
For a broad list of programs and courses that may be related to this occupation try searching using keywords.
Certification Requirements
Updated Mar 31, 2017
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, 2017
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 the most effective at selling their ideas are most likely to advance.
Market research analysts are part of the larger 2011 National Occupational Classification 4163: Business development officers and marketing researchers and consultants. In Alberta, 78% of people employed in this classification work in the following industries:
- Professional, Scientific and Technical Services [pdf]
- Mining and Oil and Gas Extraction [pdf]
- Public Administration [pdf]
- Finance, Insurance, Real Estate and Leasing [pdf]
- Manufacturing [pdf]
- Wholesale Trade [pdf]
- Information, Culture and Recreation [pdf]
- Transportation and Warehousing [pdf]
The employment outlook [pdf] in this occupation will be influenced by a wide variety of factors including:
- trends and events affecting overall employment (especially in the industries listed above)
- location in Alberta
- employment turnover (work opportunities generated by people leaving existing positions)
- occupational growth (work opportunities resulting from the creation of new positions)
- size of the occupation
In Alberta, the E033: Business Development Officers and Marketing Researchers and Consultants occupational group is expected to have an above-average annual growth of 1.8% from 2016 to 2020. In addition to job openings created by employment turnover, 79 new positions are forecasted to be created within this occupational group each year.
Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.
Wage & Salary
Updated Mar 31, 2017
Hourly Wage
For full-time and part-time employees
- Low
- High
- Average
- Median
Starting
Overall
Top
| Wages* | Low (5th percentile) | High (95th percentile) | Average | Median |
|---|---|---|---|---|
| Starting | $20.60 | $65.56 | $37.33 | $35.41 |
| Overall | $23.56 | $83.70 | $46.66 | $45.81 |
| Top | $24.30 | $128.21 | $60.01 | $49.88 |
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.
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.
Industry Information
| Oil & Gas Extraction | $131,726 |
|---|---|
| Manufacturing | $114,186 |
| Transportation and Warehousing | $109,326 |
| Information, Culture, Recreation | $96,941 |
| ALL INDUSTRIES | $91,736 |
| Finance, Insurance, Real Estate, Leasing | $88,881 |
| Professional, Scientific & Technical Services | $88,401 |
| Public Administration | $87,155 |
| Other Services (Repair, Personal Services and Related) | $84,419 |
| Health Care & Social Assistance | $81,348 |
| Wholesale Trade | $74,945 |
| Educational Services | $74,559 |
| Retail Trade | $61,096 |
Skills Shortage
Employers that Recruited in the Last 2 Years
42%
42%)
Recruiting Employers that Experienced Hiring Difficulties
14%
14%
Employers with Unfilled Vacancies of over 4 Months
4%
4%
Vacancy Rate
2%
Other Sources of Information
Updated Mar 31, 2017
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, 2017. 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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