California Occupational Guides

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Summary Guide for

Market Research Analysts and Marketing Specialists* in California

May also be called: Business Development Specialists; Client Service and Consulting Managers; Communications Specialists; Market Analysts; Market Research Consultants; Market Research Managers; Product Line Managers; and Project Managers

What Would I Do?

Whenever you go to the store, watch a commercial on television, or have a sip of your favorite beverage, there is a good chance that hundreds of hours of research have gone into developing those products so that you may find them appealing. Market Research Analysts are responsible for creating surveys, conducting focus groups, and analyzing the data that is gathered. Market Research Analysts help their employer or client understand wants and needs of consumers. Consumers can tell them the products they like, the products they want, and how much they would be willing to pay for them. Consumers can also provide Market Research Analysts with feedback on advertising and political campaigns, allowing the Analysts to refine television or print ads in order to appeal to larger audiences.

Market Research Analysts generally work indoors. They may travel to conference halls or meeting centers to conduct market research or present their findings to clients. Interviews and focus groups require Market Analysts to interact with the public. Most Market Research Analysts work a standard 40-hour week, but can expect occasional evening, weekend, and holiday work to meet deadlines.

Will This Job Fit Me?

The job of Market Research Analyst may appeal to those who enjoy working with ideas that require an extensive amount of thinking and searching for facts.

What Wages and Benefits Can I Expect?

Wages for Market Research Analysts in California differ widely depending on job duties, work experience, and location of the work. Wages for Market Research Analysts may also depend on the size of the research firm they work for and the number of clients using the research firm’s services.

The median wage in 2020 for Market Research Analysts and Marketing Specialists* in California was $71,900 annually, or $34.57 hourly. The median is the point at which half of the workers earn more and half earn less.

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Annual Wages for 2020Low
(25th percentile)
(50th percentile)
(75th percentile)
Source: EDD/LMID Occupational Employment Statistics Survey, 2020 Wages do not reflect self-employment.
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Benefit packages vary from company to company. Market Research Analysts generally receive health insurance, vacation and sick leave, and holiday pay. Self-employed Market Research Analysts need to purchase their own insurance.

What is the Job Outlook?

Employment growth is projected for Market Research Analysts. Job prospects will be best for those with a master's degree or higher. Those with a bachelor's degree and strong quantitative skills may find entry-level positions, but advancement opportunities may be limited.

How Do I Qualify?

A bachelor's degree, preferably in business, social science, or mathematics, is generally the minimum education requirement for entry-level Market Research Analysts. However, a master’s degree or higher is usually needed for advancement into more technical positions. Individuals interested in becoming Market Research Analysts should also take courses in research methodology, statistics, and computer science.

Finding a Job

Direct application to employers remains one of the most effective job search methods. College placement offices, company recruiting events, job fairs, and online job search sites are also good places to look. Career associations sometimes offer job openings on their websites. Online job opening systems include JobCentral at and CalJOBSSM at

To find your nearest One-Stop Career Center, go to Service Locator. View the helpful job search tips for more resources. (requires Adobe Reader).

Learn More About Market Research Analysts and Marketing Specialists*