2007 Marketplace Survey: Annual Survey of Market Research Professionals
About the Survey |
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Demonstrating our commitment to clients, focused solutions for filling market research jobs and our ongoing contributions to the Market Research Industry, MarketResearchCareers commissioned its 2007 Annual Survey of Market Research Professionals.
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“Thank you for the great survey - it’s really been extremely helpful in putting my
MR department plan together for 2008.”
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Conducted between March 22 and 31, 2007, 237 Market Research Professionals participated in and completed an online survey. For this year’s survey, the completion rate was 71.7% with the data possessing a tolerance (error interval) of +/- 6.4%. The 2007 survey includes many questions from the 2005 research initiative, providing a longitudinal perspective.
Information Sources Used by Market Research Professionals
Survey data continues to be used by nearly all Market Research professionals. Of note, the reliance upon scanner data has increased significantly since 2005. Among survey methods, online or Internet-based surveys continue to be the most commonly used method of collecting primary, quantitative data.
Important Attributes of Market Research Suppliers
The quality of the underlying data as well as the insights and recommendations provided are the most important attributes when considering and evaluating Market Research suppliers. Of moderate importance to Market Research buyers are the cost and reputation of the firm conducting the research.
Attitudes Toward the Role of Market Research
Innovation within the Market Research function is appreciated and recognized. Perhaps unintentionally limiting innovation, nearly two-thirds of participants state they have less time to provide insights and make meaningful business recommendations.
Market Research Industry Challenges in 2007
Following budget concerns, staffing has become a significant issue as both clients and suppliers struggle to find skilled researchers. Interestingly, the Market Research Industry appears to have become increasingly competitive—requiring more “sales” effort to drive the business. Further compounding 2007 challenges, falling respondent cooperation rates are now impacting the industry.
Below are verbatim survey responses from Market Research Professionals regarding the greatest challenges they believe they face in 2007.
- “Conducting quality research studies in more compressed time frames.”
- “Having enough research dollars to do the studies we need to answer all of our business questions. Finding enough time to create needed Market Research recommendations.”
- “Trying to meet all of my job objectives.”
- “Finding skilled staff to meet the needs of our growing client base.”
- “Lack of innovation and new products for the Market Research industry.”
- “Growing the business and finding quality people who can provide the level and quality of work needed to grow the business.”
- “Declining respondent cooperation rates.”
Perhaps as a sign of the times, two out of three Market Research professionals surveyed expect that their job will become more difficult or significantly more difficult in 2007.
Among those expecting their job will be more or significantly more difficult, survey participants sounded off--providing these comments supporting their rationale regarding increased job difficulty:
- “Continuing need to do more with less. More internal clients to support with no additional staff to support the demands.”
- “Higher expectations of clients, and internally.”
- “Difficulty of bridging insight to action and difficulty in proving the bottom line impact of research.”
- “Increasing regulations, declining respondent participation.”
- “The talent pool is shrinking and competition is fierce.”
- “Heavier work load and increasing deadlines.”
- “The marketplace for Market Research services is more competitive.”
Hiring Trends
More than half of surveyed Market Research Professionals expect to hire in 2007—with the typical seeking to fill between three and five positions. Entry Level Market Research, Project Managers and Market Research Managers continue to dominate the positions to fill.
Attitudes Toward Offshoring Market Research Jobs
While not a new phenomenon in the Market Research Industry, the impact of this business practice is increasingly being felt by suppliers and buyers alike. While offshoring Market Research jobs may help to control expenses, participants also believe it reduces the overall quality of the research provided. Interestingly, many participants believe offshoring does not speed delivery.
Below are verbatim comments regarding the practice of offshoring Market Research jobs.
- “Offshoring of certain research functions can be beneficial to project costs and delivery speed, however it requires very close monitoring and attention.”
- “I think it creates greater frustration on the part of respondents, leading to lower cooperation rates.”
- “Offshoring is the worst thing that has happened to this industry.”
Online Survey Cooperation and Completion Rates
While online surveys provide valuable insights and generally help businesses to be more nimble, well more than half of all participants are concerned about declining online survey cooperation rates.
Frequent contact, lengthy surveys and general consumer apprehension are viewed by Market Research professionals as key drivers of low online survey cooperation and completion rates.
And there is enough “blame” to go around with research professionals believing a cooperative effort between Market Research Suppliers and Market Research Buyers is required to correct this serious problem. However, there is a large segment that believes Suppliers are, alone, responsible for “fixing” the problem.
Detailed Report
The complete, in-depth report provides additional analysis and quantitative data.
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Below is a Table of Contents for the 2007 Edition of the Report.
| Topic | Pages |
| Key Findings | 3 |
| Research Methodology | 4 |
| Sources of Market Research Information | 6 |
| Survey Research Methods | 7 |
| Important Attributes of Market Research Suppliers | 9-10 |
| Satisfaction and Rankings of Market Research Suppliers | 11 |
| Attitudes Toward the Role of Market Research | 13-14 |
| Industry Challenges in 2007 and Historical Trends | 15 |
| Greatest Industry Challenges in 2007: Verbatim Comments | 16 |
| Market Research Job Difficulty | 17-18 |
| Hiring Trends | 20-21 |
| Market Research Positions to Fill in 2007 | 22 |
| Expected Salary Increases in 2007 | 23 |
| Current Use of Market Research Job Offshoring | 25 |
| Attitudes Toward Offshoring MR Jobs | 26-27 |
| Market Research Budget: 2006 Recap | 29 |
| Expected 2007 Market Research Budget Growth | 30-31 |
| Online Survey Cooperation and Completion Rates | 33 |
| Factors Contributing to Low Online Survey Cooperation and Completion Rates | 34 |
| Potential Solutions to Increase Online Survey Cooperation and Completion Rates | 35 |
| Entity Responsible for "Fixing" Low Online Survey Cooperation and Completion Rates | 36 |
| Research and Measurement of New Media | 38 |
| Participant Profile | 40-41 |
| About MarketResearchCareers | 42-43 |
The in-depth report is available for $295.
You may also contact:
Mike Carroll
Director Sales & Marketing
800-872-5401
mcarroll@marketresearchcareers.com
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About MarketResearchCareers
MarketResearchCareers is the career website with the most comprehensive database of resumes and jobs focusing exclusively on the Market Research industry.
With more than 10,000 current resumes consisting of seasoned project directors, Market Research analysts, research directors and vice presidents, MarketResearchCareers is your marketing research staffing headquarters.
We uniquely understand the industry, provide expert online services to fill virtually any marketing research job with a selection of qualified professionals, and deliver proven results.
Please contact Mike Carroll at 800-872-5401 or mcarroll@marketresearchcareers.com for permission to use these results.
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