marketing research career track presentation-2015-4-4
TRANSCRIPT
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IBM Department @ Cal Poly Pomona
Professor, Dr. Jae Min Jung
Introduction to Marketing Research Career
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Why Marketing Research?
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Why Career in Market Research? (cont’d)
350500; 53%197500; 30%
43900; 7%64100; 10%
# of Jobs Expected to Grow by 2018Market and Survey ResearchMarketing ManagersAdvertising and Promotion ManagersPublic Relations Managers
More than half of all new job growth in marketing by 2018 is for Marketing Research
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Careers in Market Research
Supplier side: Career opportunities are available with marketing research firms (e.g.,
Nielsen, Burke, Inc., M/A/R/C)
Client side: Careers in business and non-business firms and agencies with in-
house marketing research departments (e.g., Procter & Gamble, Coca-Cola, AT&T, the Federal Trade Commission, the U.S. Census Bureau)
Advertising agencies (e.g., BBDO International, Ogilvy & Mather, J. Walter Thompson, Young & Rubicam)
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Anatomy of Supplier Side (Ex), Luth Research
200+ employees10 divisions
Analysts: Focus group Client supportProject managementOnline ProgrammingFacility operationsClient Account developments
30 (15%)
15 (7.5%)
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Compensation
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Is This for you?
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Qualifications for Successful Market Researchers
Qualifications for Qualitative Researcher
In-depth Interviewer / Focus Group Moderator Positive attitude People skill Communication skill Ability to speak well in group setting Writing skill Attention to detail
Mystery shopper Observation/sensing skill Writing skill Attention to detail
Qualifications for Quantitative Researcher
Survey Researcher Positive attitude Attention to detail Familiarity with SPSS Familiarity with Survey tool (e.g., Qualtrics)
Big Data Scientist / Data Miner Positive attitude Attention to detail Familiarity with Excel Macro, functions, or
computer programing Familiarity with SAS or R
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Which Majors Are Suitable?Researcher positionsIn-depth Interviewer / Focus Group Moderator / Mystery shopper Marketing (consumer insights, research methods) Anthropology (good background for qualitative
research) Psychology Sociology English
Survey Researcher Marketing (consumer insights, research methods) Psychology Sociology Political Science Statistics
Big Data Scientist / Data Miner Statistics Economics Finance CIS (programming skills; big data) TOM (quantitative problem solving skills; Big
data) Engineering Marketing (consumer insights)
Other positions in Research CompaniesOperations Management, Business Development, Accounting, Programming……
All Business Majors Marketing (selling, promotions) Accounting CIS (programming skills) IB (International/global/cultural
knowledge skills) MHR (strategy and people skills)
Computer science Hospitality Management, Graphics Design Agribusiness All other majors ……..
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However….More important than your majors are…
Your attitude is more important than your major or skills especially for Qualitative research job and Small companies
They are eager to hire people with great attitude because they believe that they can teach everything you need to know.
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Tips for Career Development
Getting a job is all about connectionNetworking is so powerful.Career path
Start a job in a small boutique research company (supplier side)
Experience many different positions Get a job at a bigger supplier Move to Client side.
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Sample Job Ads for Bachelor’s degree holders
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Rank2009 2008
Organization Headquarters Parentcountry
Web site (www.)
No. of Countries
with Subsidiaries/
Branch Offices
Global Revenue
(USD millions)
Percent ofglobal
revenue from
outside home
country (%)
1 1 The Nielsen Co. New York U.S. Nielsen.com 100 4,628.0 50.3
2 2 Kantar London & Fairfield, Conn. U.K. Kantar.com 80 2,823.2 75.0
3 3 IMS Health Inc. Norwalk, Conn. U.S. Imshealth.com 75 2,189.7 63.4
4 4 GfK SE Nuremberg Germany Gfk.com 59 1,622.8 74.1
5 5 Ipsos Group SA Paris France Ipsos.com 64 1,315.0 89.8
6 6 Synovate London U.K. Synovate.com 62 816.4 85.0
7 7 SymphonyIRI Chicago U.S. Symphonyiri.com 8 706.3 37.5
8 8 Westat Inc, Rockville, Md. U.S. Westat.com 1 502.4 -
9 9 Arbitron Inc. Columbia, Md. U.S. Arbitron.com 2 385.0 1.5
10 10 INTAGE Inc. Tokyo Japan Intage.co.jp 3 368.6 1.7
TOP 10 GLOBAL RESEARCH ORGANIZATIONS
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Which Companies Hired Our Students?
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Career OptionsResearch AssociateMarketing managerProject managerMarket researcher/analyst/consultant Senior analystMarketing research managerBusiness Development
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Cal Poly Pomona Marketing Program can
Prepare You for the Career.
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Strength: One of Only Two Universities
in CAUniqueness / ExclusivenessQuirks.com
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Strength: Capable Faculty
Prosper Together
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Strength: Research Talks
Prosper Together
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Strength: Research Infrastructure: Workshops
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Strength:Research Infrastructure:
Behavioral Lab
Prosper Together
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Strength: Research Infrastructure: Behavioral Lab ResourcesNew Location
CLA98 C6-10Sona systems
subject management system
Qualtrics surveyor
Medialab
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Strength:Research Infrastructure
Prosper Together
Behavioral Lab and Subject PoolDatabase
Web of Science: SSCI/SCICompustatWRDS (Wharton Research Data Services)Others
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Strength: Internship Opportunity
Prosper Together
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Prosper Together 30
Strength (cont’d):New Building
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Prosper Together 31
Strength (cont’d):Techy Image as Cal Poly
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Strength (cont’d):Professional Development
Opportunity
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OpportunityLargest populationLargest marketGateway to International MarketsAll major marketing research firms have
presence in LA J. P. Morgan, headquartered in LA.
The first university in CA that offers Marketing Research programs
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Supporting Environment: CSU Student Research
Competition
Prosper Together
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Prosper Together 35
Professional Research Certificate
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Prosper Together 36
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Marketing Research Career Track Courses: Networking and Educational Opportunity at Southern
California Marketing Research Association meetings, Every March Monthly networking event
Behavioral Research Lab and Internship: I-MIX (Interactive Marketing Immersion Xperience): I-MAX (Interactive Marketing Analytics Xperience):
Research Competitions/conferences: PMRG (June) GfK (proposal due: October) CSU Student Research Competition (proposal due:
January) Many others…..
Resources for Training
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I-MAX (Interactive Marketing Analytics Xperience):
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I-MAX (Interactive Marketing Analytics Xperience):
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Behavioral Lab RA’s: Annual Outing
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Competition / Consulting Project GfK Next Generation
Competition (entry deadline: October)
Consulting Project
CSU Student Research Competition (entry deadline: January)
SoCal MRA Educational Day (January)
PMRG Case Study Competition for fall conference (June)
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Networking
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MRA, AAPOR, PMRG Job banks
SoCal chapter Social events once a month through the year
Linked through social media Follow some professionals
SoCal MRA Annual Educational Meeting (February or March)
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2015 SoCal MRA Meeting (Mission In Hotel, Riverside)
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Leadership, Teamwork, and
Professional Development
Experience
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To network with each other and the professional community www.cppmrc.org www.facebook.com/calpolyMRC www.linkedin.com/in/calpolyMRC
Learn by doingGain valuable leadership and teamwork experience
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Prosper Together 47
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MRC Activities Field research/data collection
CSU Research Exit Survey – client project Club identified project:
Field trip Universal Studio Focus group facility, Trotta Associates
Guest speakers: About two events a quarter Fundraising: Attending conferences
SoCal MRA meeting: Temecula, APPOR (American Association for Public Opinion Research): Anaheim
Marriot Hotel, CA, May 15 – 18, 2014. Competitions
GfK’s Next Generation Student Research Competition, Oct Cal Poly Pomona Student Research Competition, Jan PMRG Case Study Student Competition, June
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Questions and Comments?Dr. Jae Min Jung
https://www.cpp.edu/~cba/international-business-marketing/faculty-and-staff/bios/jae-min-jung.shtml
[email protected] Media
https://www.facebook.com/dr.jae.jung https://www.linkedin.com/in/jaeminjung