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Occupational Profile

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.

  • Avg. Salary $102,497.00
  • Avg. Wage $51.36
  • Minimum Education Varies
  • Outlook Up
  • Employed 3,200
  • In Demand Medium
Skills Shortage

Employers that Recruited in the Last 2 Years

59%
59%
Average Wage
Starting
Overall
Top
  • Certification Not Regulated
  • Strength Required Lift up to 5 kg
NOC & Interest Codes
The Market Research Analyst is part of the following larger National Occupational Classification (NOC).
Business Development Officers and Marketing Researchers and Consultants
NOC code: 4163
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

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.

Learn More

Duties
Updated Dec 15, 2016

Working 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 product or service acceptance
  • 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:

  • 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 Dec 15, 2016

Market research analysts work primarily in office environments. They may be required to work long hours to meet project deadlines or adjust their schedules to meet with people who are not available during regular business hours. Some travel may be required to meet with clients or supervise surveys.

  • Strength Required Lift up to 5 kg
Skills & Abilities
Updated Dec 15, 2016

Market research analysts need the following characteristics:

  • an interest in analyzing and interpreting statistical data
  • critical thinking ability 
  • the ability to work effectively with many different types of people
  • excellent listening, communication and presentation skills.

They should enjoy co-ordinating information, planning and administering projects, developing policies and programs and consulting with others.

Educational Requirements
Updated Dec 15, 2016

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 that include courses in marketing, statistics and social research methods.


Related Education

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

Grande Prairie Regional College

Northern 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.

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

Employment & Advancement
Updated Dec 15, 2016

Above-average occupational growth is expected in Alberta for 2016 to 2020. Job openings are a result of employment turnover and newly created positions.

Market research analysts are employed by:

  • 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, and the size and nature of the organization. Those who are the most effective at selling their ideas are the mostly 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:

The employment outlook 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 that never existed before)
  • size of the occupation.

Over 4,400 Albertans are employed in the Business development officers and marketing researchers and consultants occupational group. This group is expected to have an above-average annual growth of 1.8% from 2016 to 2020. As a result, 79 new positions are forecast to be created each year, in addition to job openings created by employment turnover. Note: As market research analysts form only a part of this larger occupational group, only some of these newly created positions will be for market research analysts. 

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

Wage & Salary
Updated Dec 15, 2016

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

Survey Methodology

Survey Analysis

Overall Wage Details
Average Wage
Average Salary
Hours Per Week

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 $24.04 $81.78 $43.22 $36.98
Overall $29.81 $95.67 $51.36 $46.30
Top $34.72 $109.04 $59.22 $49.45

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
ALBERTA, ALL INDUSTRIES
Public Administration

Skills Shortage

Employers that Recruited in the Last 2 Years

59%
59%

Recruiting Employers that Experienced Hiring Difficulties

25%
25%

Employers with Unfilled Vacancies of over 4 Months

3%
3%

2015 Vacancy Rate

2%
Related High School Subjects
  • English Language Arts
  • Mathematics
  • Business, Administration, Finance and IT
    • Management and Marketing
Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies
  • Mathematics

Updated Feb 01, 2009. 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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