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Market Research:
Job Options

The tasks required of market research analysts include: Establishing research methods and designing formats for data gathering and analysis; collecting data on products or services and consumers' needs and tastes, purchasing power, and buying habits; checking consumer reaction to new or improved products or services; developing and implementing procedures for identifying advertising needs; measuring the effectiveness of advertising and other promotional techniques; gathering data on competitors' products, services, and locations and analyzing their marketing methods and strategies. (competitive intelligence).

There are a variety of settings for a market research career including:

  • Practice inside a corporation
  • Consulting practice as a solo practitioner (surprisingly common)
  • Consulting practice while teaching in academia
  • Consulting practice inside a large firm
  • Practice inside an ad agency (very common)
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