Market researchers are concerned with the scientific accumulation, analysis and interpretation of marketing information. They assist companies to improve their products and increase sales potential.
Market researchers are concerned with the factors affecting marketing activities, which may vary widely. They collect, analyze and interpret data to determine the appeal of products or services. They study the effectiveness of company advertising and advise management on sales and distribution policies.
Market researchers conduct surveys to determine the acceptability of new products, comparing these with existing and competitive items, and make suggestions regarding packaging and product names. They also conduct detailed studies of sales records to determine peak periods and trends to help plan sales campaigns and set reasonable goals.
Market researchers work closely with marketing managers providing them with the information required for the decision-making process. At some companies one person, who is usually called the marketing manager, performs the work of both marketing manager and market researcher.
Market researchers work indoors in private offices and in the offices of other employers such as statisticians and advertising personnel. They may be required to travel to various locations for interviews or to gather information.
Satisfying Aspects
- working with people
- travelling
- using both numerate and literary skills
- variety and challenge in the work
- relatively good salaries
Demanding aspects
- working long hours, evenings and weekends
- working under pressure
- having to continually compete in this field
Requirements
A market researcher should:
- enjoy working with people;
- like to travel;
- be able to communicate clearly in speech and in writing;
- be self-disciplined;
- be able to work quickly and systematically;
- have a logical and analytical mind;
- have physical stamina;
- have emotional maturity and stability;
- have a sound knowledge of human beings and their behaviour
School Subjects
National Senior Certificate meeting degree requirements for a degree course
National Senior Certificate meeting diploma requirements for a diploma course
Each institution will have its own minimum entry requirements.
Compulsory Subjects: None
Recommended Subjects: Economics, Business Science, Accounting
Training
Degree: any Marketing degree - UCT, Monash, UJ, UNISA, NMMU, NWU, UP, Business Economics or Communications degree - most universities. A course in Market Research is offered at UNISA.
UNISA, NMMU and UJ offer postgraduate courses in Market Management
Diploma: N.Dip: or BTech Marketing / Sales Management - CUT, CPUT, DUT, TUT, VUT, UNISA
Most FET colleges offer courses in marketing, eg Port Elizabeth, Northlink, Vuselela, Flavius Mareka, S Boland, Umgungundlovu.
The Institute of Marketing Management (IMM), offers a three-year diploma course in Marketing.
Employer
- Advertising agencies
- Firms marketing consumer goods
- Independent research organisations
- Manufacturing companies
- Stores
- Self-employment, with enough experience, can start own business in marketing, selling products, marketing research and consulting
Contact
Institute of Marketing Management (IMM)
P O Box 91820
Auckland Park, 2006
Richmond Forum
Cedar Avenue
Richmond
Tel: (011)628-2095 Fax: (011) 726-4505
www.imm.co.za