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Liam McCaul

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Sustainable Energy Authority

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  Liam McCaul
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Occupation Details

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Market Research Executive

Job Zone

Education
Most of these occupations require qualifications at NFQ Levels 7 or 8 (Ordinary / Honours Degrees) but some do not.

Related Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an engineer must complete four years of college and work for several years in engineering to be considered qualified.

Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Job Zone Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, computer programmers, teachers, chemists, environmental engineers, criminal investigators, and financial analysts.

€45k > 75 
Market Research Manager
Salary Range
(thousands per year)*
€45 - 75 
Related Information:
Data Source(s):
Sigmar

Last Updated: April, 2015

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Shortage Indicator

EGFSN Report (July 2014) shows expansion demand in Sales and Customer Service occupations for Market Research and Product Strategy Roles.

-2%
Occupational Category

Marketing Associate Professionals

Also included in this category:

Business development executives; marketing consultants; marketing executives; market research analysts

Number Employed:

5,300

Part time workers: 11%
Aged over 55: 4%
Male / Female: 38 / 62%
Non-Nationals: 17%
With Third Level: 82%
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At a Glance... header image

Organises the analysis of a market for a product or service.


The Work header image

Market research executives take responsibility for the collection, analysis, interpretation and presentation of information relating to the potential market of a product or service.  
 
Typical research on behalf of a company manufacturing consumer goods might include assessing national purchasing trends, the performance of major competitors or the effectiveness of current advertising methods.  
 
Having discussed the exact nature of the information required, the research executive prepares proposals outlining the techniques by which data is to be collected, the size and nature of sample populations (the people who will be the subject of the research) and an estimate of the costs. If these proposals are accepted, the research executive co-ordinates the project that is to be undertaken. For example, in a survey, the research executive may have to select and train interviewers, design questionnaires and liaise with market research analysts about the statistical analysis of the data.  
 
For projects requiring a wholly qualitative approach or continuous monitoring, the research executive would have to co-ordinate and organise things differently, perhaps getting directly involved in the collection of data. When the results of projects are collated, the market research executive usually makes the final presentation of its major findings and recommendations to the employing organisation's senior marketing managers.  
 
Many of the findings cannot be expressed using statistical data, as they are more a matter of personal judgement. Senior management often expect the research executive to use forecasting techniques to make long-term predictions about future trends in the market.

 


Tasks & Activitiesheader image

The following is a list of the most commonly reported tasks and activities for this occupation

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Prepare reports of findings, illustrating data graphically and translating complex findings into written text.

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Seek and provide information to help companies determine their position in the marketplace.

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Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.

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Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.

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Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.

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Monitor industry statistics and follow trends in trade literature.

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Measure and assess customer and employee satisfaction.

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Measure the effectiveness of marketing, advertising, and communications programs and strategies.

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Forecast and track marketing and sales trends, analyzing collected data.

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Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.

Work Activities header image

The following is a list of the most commonly reported work activities in this occupation.

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Organizing, Planning, and Prioritizing Work:  Developing specific goals and plans to prioritize, organize, and accomplish your work.

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Establishing and Maintaining Interpersonal Relationships:  Developing constructive and cooperative working relationships with others, and maintaining them over time.

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Analyzing Data or Information:  Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.

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Communicating with Supervisors, Peers, or Subordinates:  Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.

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Getting Information:  Observing, receiving, and otherwise obtaining information from all relevant sources.

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Updating and Using Relevant Knowledge:  Keeping up-to-date technically and applying new knowledge to your job.

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Processing Information:  Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.

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Communicating with Persons Outside Organization:  Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

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Making Decisions and Solving Problems:  Analyzing information and evaluating results to choose the best solution and solve problems.

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Identifying Objects, Actions, and Events:  Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.


Knowledge header image

The following is a list of the five most commonly reported knowledge areas for this occupation.

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English Language:  Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.

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Customer and Personal Service:  Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.

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Administration and Management:  Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.

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Sales and Marketing:  Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.

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Computers and Electronics:  Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.


Skillsheader image

The following is a list of the most commonly reported skills used in this occupation.

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Reading Comprehension:   Understanding written sentences and paragraphs in work related documents.

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Writing:   Communicating effectively in writing as appropriate for the needs of the audience.

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Active Listening:   Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.

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Judgment and Decision Making:   Considering the relative costs and benefits of potential actions to choose the most appropriate one.

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Systems Analysis:   Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.

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Speaking:   Talking to others to convey information effectively.

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Critical Thinking:   Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.

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Active Learning:   Understanding the implications of new information for both current and future problem-solving and decision-making.

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Systems Evaluation:   Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.

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Monitoring:   Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Personal Qualitiesheader image

As a market research executive, you'll need excellent organisational skills in order to budget, plan, research, analyse and interpret market research information. You should be resilient, self-motivated, and prepared to liaise with others in the decision making process. Strong report writing and presentation skills are desirable, as you will be presenting the findings to both managers and clients.  
 
Market research executives should have good communication skills, both written and oral, and be able to persuade others of their findings. You must be prepared to work as part of a team.


Further Informationheader image

A detailed description of this occupation can be found on a number of online databases. Follow the link(s) below to access this information:

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Go..Market Research Executive - from:  N.C.S. [UK]

Related Occupationsheader image

Contactsheader image

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Organisation: Marketing Institute of Ireland (MII)
  Address: Marketing House, South County Business Park, Leopardstown, Dublin 18
  Tel: (01) 295 2355
  Email: Click here
  Url Click here

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Organisation: Marketing Institute of Ireland (MII)
  Address: Marketing House, South County Business Park, Leopardstown, Dublin 18
  Tel: (01) 295 2355
  Email: Click here
  Url Click here

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Organisation: School of Marketing - Dublin Institute of Technology
  Address: Aungire Street, Dublin 2
  Tel: (01) 402 7149
  Email: Click here
  Url Click here

 

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