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Career Guide - Part II

I. Marketing & Opinion Research Industry -- See Part I
Two Basic Types of Research
The Research Process

II. Companies Involved in Marketing and Opinion Research - See Part I

III. How to Enter the Industry

IV. Resources

III. How to Enter the Industry

Consult our classifieds and internship listings for a variety of current jobs/positions that are available to marketing and opinion researchers.

Possible Degrees

  • Marketing Research
  • Business Administration
  • Liberal Arts
  • Statistics/Math
  • Qualitative Analysis
  • Computer Science
  • Social Science
  • Communications

    Helpful Skills

  • Previous business experience (internship)
  • Analytical, selling or interpersonal experience
  • Experience in design, math and statistics
  • Conceptual writing skills
  • Attention to detail
  • Presentation skills
  • Basic computer skills

IV. Resources

MRA Programs and Services


  • Communication Responsibilities During the Data Collection Process
  • Field Auditor Guidelines
  • Incidence Guidelines
  • Glossary of Terms Used in Marketing and Opinion Research
  • Recruiting and Facility Management Qualitative Handbook

Public Relations:

  • Guidelines and Practices to Promote Respondent Cooperation
  • Consumer Education Brochure
  • Respondent Thank You Card
  • Code of Data Collection Standards
  • Best Business Practices

Video Training

  • Welcome to the World of Marketing and Opinion Research
  • The Professional Interviewer

Other Resources:

  • Alert! Newsletter
  • The Blue Book Research Directory
  • MRA Membership Directory, The Connector
  • MRA Web site - Provides links to many marketing and opinion research firms, as well as other organizations and associations.
  • Classified Advertising/ Job Openings

Education and Training

Academic: A list of schools offering degrees and certificates is available through MRA’s Web site.

Corporate: There are several companies that offer training programs for the industry.

Associations offer a wide variety of meetings, seminars, conferences and publications that benefit marketing researchers.

Industry Sponsored

  • The Principles of Marketing Research - Independent Study Program - Offered through the University of Georgia, 1-800-325-2090. Complete details at www.principlesofmarketingresearch.org.
  • The Professional Interviewer - This data collection video training program is offered through MRA. Upon completion of the course and a score of 80% or higher on the test, a certificate of completion is issued. Call 860-257-4008 for further details.
  • National Conferences - MRA sponsors two national conferences: the Annual Conference, held in the Spring; and the Fall Education Conference. When you attend these meetings, you will: discover the latest tools and how to apply them to your business; develop skills and expand your knowledge of marketing research; and establish a network of research professionals.
  • Chapter Meetings, Seminars and Conferences - Twelve chapters nationwide supplement your national membership and provide education, networking and problem solving at the regional level. They are the foundation for national leadership.

Marketing Research Association
1344 Silas Deane Hwy., Suite 306 • Rocky Hill, CT 06067-0230
Tel: 860-257-4008 • Fax: 860-257-3990 • [email protected]

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