A market research executive collects and analyses data to assess public opinion on the quality of consumer goods or on matters of interest. They normally work for government departments, advertising agencies and private businesses.
You could be:
deciding the best way to collect information: online survey (email), telephone survey, or face to face interviews
researching a topic
selecting a suitable sample of population
writing questionnaires and surveys and managing the interview team
organising focus groups or observational studies
monitoring the progress of the survey
analysing and organising data using statistical software
managing project budgets and arranging sponsorships
presenting research results to clients in writing or in person.
Quantitative research gathers and analyses factual data and uses statistics. Qualitative research looks at people's opinions using in-depth interviews and focus groups.
Different topics for market research include:
Consumer attitudes – opinions on price, quality, after sales service and availability of consumer goods. Assessing loyalty to a particular brand. Predicting the future success of new products.
Specialist trends – such as the machinery and raw materials which factories buy in, the medicines which doctors prescribe.
Social trends – public opinion on issues such as unemployment, race and sex discrimination, sources of energy, health and housing.
The figures below are only a guide. Actual salaries may vary, depending on:
where you work
the size of company or organisation you work for
the demand for the job.
Starting salaries for market research executives are around £20,000 to £25,000 a year. Market research executives with experience can earn over £36,000 a year. Senior managers can earn over £50,000 a year or more.
As a market research executive you will travel about a lot.
Your basic hours will be regular but you might have to work late to meet targets.
Part time work is available.
You might have to work some evenings and weekends, when clients are usually easier to contact.
You will work under pressure on several projects at once and will always have new deadlines to meet.