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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?

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

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)

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

Is This for you?

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

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 ……..

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.

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.

Sample Job Ads for Bachelor’s degree holders

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

Which Companies Hired Our Students?

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Career OptionsResearch AssociateMarketing managerProject managerMarket researcher/analyst/consultant Senior analystMarketing research managerBusiness Development

Cal Poly Pomona Marketing Program can

Prepare You for the Career.

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

Prosper Together 30

Strength (cont’d):New Building

Prosper Together 31

Strength (cont’d):Techy Image as Cal Poly

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

Prosper Together 35

Professional Research Certificate

Prosper Together 36

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

I-MAX (Interactive Marketing Analytics Xperience):

I-MAX (Interactive Marketing Analytics Xperience):

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Behavioral Lab RA’s: Annual Outing

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)

Networking

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)

2015 SoCal MRA Meeting (Mission In Hotel, Riverside)

Leadership, Teamwork, and

Professional Development

Experience

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

Prosper Together 47

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

jmjung@cpp.eduSocial Media

https://www.facebook.com/dr.jae.jung https://www.linkedin.com/in/jaeminjung