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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 $91,736.00
  • Avg. Wage $46.66
  • Minimum Education Varies
  • Outlook above avg
  • Employed 4,900
  • 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
  • Certification Not Regulated
  • 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

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 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.

  • 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.

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.

Grande Prairie Regional College

Grant MacEwan University

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:

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
Business development officers and marketing researchers and consultants

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 $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
Manufacturing
Transportation and Warehousing
Information, Culture, Recreation
ALL INDUSTRIES
Finance, Insurance, Real Estate, Leasing
Professional, Scientific & Technical Services
Public Administration
Other Services (Repair, Personal Services and Related)
Health Care & Social Assistance
Wholesale Trade
Educational Services
Retail Trade

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%
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, 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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