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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.

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) 
Interests & Abilities

In Alberta, this occupation is part of 1 or more 2006 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 Marketing Researchers and Consultants

2006 NOC: 4163

Interest Codes

Interest Codes for This NOC Group
DIRECTIVE

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

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

Interest in consulting to advise on procedures and requirements for government approval

Your Interest Codes

To identify or change your interest codes, complete the Interests Exercise in CAREERinsite.

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 for this NOC group 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.

Learn About Interests

Abilities

Typical ability expectations for this NOC group
Your abilities

To fill in or change the values for your abilities, complete the Abilities Exercise in CAREERinsite.

Mental Abilities

General Learning Ability

Verbal Ability

Numerical Ability

Visual Abilities

Spatial Perception

Form Perception

Clerical Perception

Physical Abilities

Motor Coordination

Finger Dexterity

Manual Dexterity

Understanding Abilities

A Quick Guide

You are born with abilities that help you process certain types of information and turn it into action. These abilities influence which skills you can learn more easily.

The abilities or aptitudes shown for this NOC group come from the General Aptitude Test Battery (GATB). The GATB measures 9 aptitudes. It groups them into 3 categories: mental, visual, and physical.

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

Learn About Abilities

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.

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 100 most recent Alberta job postings, collected between Aug 10, 2022 and Nov 29, 2022.

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 and implement business plans
Tasks: Plan development projects
Tasks: Develop policies
Construction Specialization: Team player
Tasks: Respond to enquiries from members of the business community concerning development opportunities
Tasks: Prepare reports, research papers, educational texts or articles
Tasks: Design market research questionnaires
Construction Specialization: Initiative
Tasks: Develop portfolio of marketing materials
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.


To expand or narrow your search for programs related to this occupation, visit Post-Secondary Programs.

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.

In the 4163: Business development officers and marketing researchers and consultants occupational group, 79.7% of people work in:

Employment Outlook

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

In Alberta, the 4163: Business development officers and marketing researchers and consultants occupational group is expected to have a below-average annual growth of 1.8% from 2019 to 2023. In addition to job openings created by employment turnover, 96 new positions are forecasted to be created within this occupational group each year.

Note
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 example, only some of the new positions to be created will be for this occupation. It also applies to other data for the NOC group such as number of people employed.

Source: 2019-2023 Alberta Regional Occupational Demand Outlook

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 2016 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 marketing researchers and consultants

2016 NOC: 4163
Average Wage
$49.95
Per Hour
Average Salary
$98,311.00
Per Year
Average Hours
37.8
Per Week
Average Months on Payroll
12
Survey Methodology Survey Analysis

Source
2021 Alberta Wage and Salary Survey

NOC 4163 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 [pdf] 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 $24.15 $86.05 $41.50 $37.31
Overall $24.59 $91.35 $49.95 $47.70
Top $29.33 $120.19 $59.90 $50.98

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

Transportation and Warehousing
Oil & Gas Extraction
Construction
Information, Culture, Recreation
Manufacturing
Professional, Scientific & Technical Services
ALL INDUSTRIES
Health Care & Social Assistance
Public Administration
Educational Services
Wholesale Trade

Skills Shortage

Employers that Recruited in the Last 2 Years
36%
36%)
Recruiting Employers that Experienced Hiring Difficulties
15%
15%
Employers with Unfilled Vacancies of over 4 Months
4%
4%
Vacancy Rate
2%
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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