A research marketing analyst coordinates research projects, designs surveys and analyzes the results of the research.
A research marketing analyst, who is sometimes called a marketing research analyst, marketing analyst or research analyst, usually works for manufacturers, service companies or marketing research agencies. Research marketing analyst professionals usually have a baccalaureate in business, are well-organized and possess excellent communications skills. They perform many duties that center around the collection, analysis and interpretation of survey data for business purposes.
Determining Research Needs
Research marketing analyst duties include working with their research manager or director in determining which types of surveys need to be conducted. Research marketing analysts and their managers often make these decisions based on meetings with individuals in other functional areas of the company such as brand, advertising, business development and financial services. Research marketing analysts are, in turn, assigned a number of research projects that they must schedule and complete within a certain time frame.
Agency Coordination
A large part of a research marketing analyst's duties centers around contacting marketing research agencies (unless he works for an agency) and apprising them of various qualitative and quantitative research studies. The research marketing analyst then discusses the objectives of the studies with the agency, schedules the fielding of the surveys and facilitates and manages the delivery of survey data.
Writing Questionnaires
Research marketing analyst duties entail writing various questionnaires that are used for fielding research studies. The questions will vary depending on whether the research marketing analyst is designing a customer satisfaction questionnaire, product research study or lengthy awareness, trial and usage research questionnaire. The primary duty of the research marketing analyst is to develop a draft of the questionnaire, which the marketing research agency will then streamline for their own use.
Analyzing Survey Data
After the research study is fielded, the research marketing analyst usually receives data tables showing the tabulated results of the research. The research marketing analyst is then responsible for analyzing the results and extracting the salient findings of the research. Often, statistical analysis is included in the data tables from which the research marketing analyst identifies significant fluctuations in results compared to previous research.
Report Writing
After analyzing the date, research marketing analyst duties will usually include writing a report on the research findings. Sometimes, the research marketing analyst will write the data summary of the report as she is analyzing the data tables. However, the research marketing analyst's key objective is to highlight significant results that can be used by upper management or clients for developing various pricing and promotional strategies, according to the Bureau of Labor Statistic's "Occupational Outlook Handbook: 2010 To 2011 Edition."
Presentations
Research marketing analyst duties will sometimes entail presenting their findings to other departments and upper management. During the presentation, the research marketing analyst will usually be required to answer questions about the research and explain his interpretations of the findings.
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