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Employment Outlook

Demand for market research analysts should remain strong because of an increasingly competitive economy. Marketing research provides organizations valuable feedback from purchasers, allowing companies to evaluate consumer satisfaction and plan more effectively for the future. In addition, as globalization of the marketplace continues, market researchers will increasingly be utilized to analyze foreign markets and competition for goods and services.

According to the U.S. Department of Labor, employment of market and survey researchers is expected to increase 18 to 26 percent for all occupations through 2014. Market and survey researchers held about 212,000 jobs in 2004, most of which—190,000—were held by market research analysts.

Because of the applicability of market research to many industries, market research analysts are employed throughout the economy. The industries that employ the largest number of market research analysts were management of companies and enterprises; management, scientific, and technical consulting services; insurance carriers; credit intermediation and related activities; computer systems design and related services; marketing research and public opinion polling; software publishers; professional and commercial equipment and supplies merchant wholesalers; securities and commodity contracts intermediation and brokerage; and advertising and related services.Market research analysts should have the best opportunities in consulting firms and marketing research firms as companies find it more profitable to contract for market research services rather than support their own marketing department. Increasingly, market research analysts not only are collecting and analyzing information, but also are helping clients implement the analysts’ ideas and recommendations.

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