Market research can be defined as discipline of gathering of important information related to needs, desires and opinions of the consumers. Marketing research is a detailed and thorough process that uses variety of data compilation methods. These data are very crucial for organizations in deciding what types of products and services they should be launching in certain demography. With the help of qualitative and quantitative data, management can focus on packaging and advertising demands needed to capture the market. Market research department determines the fortune of the company in a hugely competitive market. Professionals performing the job of marketing research are known as market researcher or market research analyst. There are numerous opportunities in marketing research field. It is one of the fastest growing occupational categories today.
One needs to get a bachelor’s degree in marketing or business administration for entry-level market research positions such as market or survey researcher. The candidate must complete the coursework in different subjects like statistics, economics, marketing, psychology and social sciences. Those who wish to advance further in this field should opt for master’s or doctorate degree. Having advanced degrees may help one in reaching managerial or academic positions. A market researcher will do his credentials a world of good with Professional Researcher Certification (PRC) offered by the Marketing Research Association (MRA).
To become a market researcher in UK, one needs to hold a degree or a higher national diploma. Though, there is specific qualification required to enter this field. He/she must have good knowledge of both quantitative and qualitative techniques. Students having done degree courses in subjects such as, economics, mathematics, psychology, sociology, and anthropology will hold the aces. Many market research agencies offer on the job training and specialized courses to the newly recruits. Additionally, one has the choice of joining any of the short term courses offered to the market research professionals by the Market Research Society and Chartered Institute of Marketing.
Market researchers can work for large market research agencies, government organizations, advertising agencies, PR agencies, charities, and companies in different industries like pharmaceuticals, manufacturing, and retail.
Many institutions are conducting courses in marketing research in India. Most of these courses are in the field of management. Courses are offered at the undergraduate (BBA) and postgraduate level (MBA). Besides, few institutes are also imparting knowledge in marketing research through specialized courses such as Master of Marketing Research (MMR). To get into BBA, one needs to clear 10+2 examination in any stream, from any recognized Board whereas for MBA course in market research, the minimum qualification is graduation.
IIMs (Ahmedabad, Bangalore, Kolkata, Lucknow, Indore),
Jamnalal Bajaj Institute of Management Studies,
S. P Jain Institute of Management & Research
Management Development Institute (Gurgaon)
Once the course is completed, candidates can find suitable job opportunities in marketing research departments of business organizations. The job profile could be of operational supervisor, project manager, junior analyst, market research analyst, statistician/data processing specialist, research director, field work director and in future head of marketing research department etc.