Business and Financial Operations Occupations·SOC 13-1161

Best degree programs for Market Research Analysts and Marketing Specialists, ranked by enrollment

Q: What degree do you need to become a Market Research Analyst?

Bachelor's degree is the typical entry-level education BLS reports for this occupation. The most common program people actually graduate from is Marketing/Marketing Management, General, which awarded 49,123 degrees in 2024-25, 74.7% of everyone graduating from a program that feeds this career.

Q: Which college majors lead to becoming a Market Research Analyst?

The NCES CIP-to-SOC crosswalk maps 16 programs to this occupation. The largest are Marketing, Data Analytics, Specialized Sales, Apparel and Textiles, plus 2 more. Together they graduate about 65,773 people a year.

Q: How much do market research analysts and marketing specialists earn?

The median is $78,760 a year (BLS OEWS May 2025). The middle range runs from $43,390 at the 10th percentile to $155,480 at the 90th. This is pay for people already working in the occupation, not the same thing as graduate earnings one year after finishing a degree.

Q: Is demand for market research analysts and marketing specialists growing?

BLS projects a +6.7% change in employment between 2024 and 2034, faster than average, with roughly 87,200 openings a year nationally once retirements and job changes are counted.

Q: How many schools offer programs for this career?

1,146 institutions reported graduates from at least one of the 16 programs that feed this occupation in IPEDS 2024-25. Rankings on this page use graduates per year, because the federal data publishes no enrollment count by program.

Q: What other job titles do market research analysts and marketing specialists work under?

Employers advertise this work under many names. O*NET records Market Analyst, Digital Media Planner, Paid Search Strategist, Market Research Analyst, Market Research Consultant, Market Research Specialist among the most commonly reported, all mapping to SOC 13-1161.

16 college programs and 1,146 schools train Market Research Analysts and Marketing Specialists. Compare graduates per year, cost and pay, $78,760 median wage, 899,580 U.S. jobs. Federal data.

16 college programs at 1,146 schools train market research analysts and marketing specialists, graduating 65,773 people a year (IPEDS completions). The largest is Marketing/Marketing Management, General. The job pays a median of $78,760 (BLS OEWS May 2025).

Graduates / yr

65,773

from every feeder program

Median annual wage

$78,760

BLS OEWS May 2025

Projected growth

+6.7%

Faster than average

Openings / yr

87,200

new plus replacement

Schools

1,146

with a feeder program

States with jobs

BLS reports wages

About market research analysts and marketing specialists

Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.

Also calledMarket AnalystDigital Media PlannerPaid Search StrategistMarket Research AnalystMarket Research ConsultantMarket Research SpecialistOnline Marketing ConsultantSEO Strategist (Search Engine Optimization Strategist)MarketerStrategistWeb AnalystTrade Analyst

Fields of study that lead to this job

Grouped at the 4-digit CIP level, the tier our program pages are built on. Numbers are graduates per year.

Business, Management, Marketing, And Related Support Services

CIP 52.14

Marketing

53,007graduates / yr

973 schools · 5 specializations · 80.7% of pipeline

Grad earnings $44,670

Multi/Interdisciplinary Studies

CIP 30.71

Data Analytics

11,181graduates / yr

205 schools · 1 specialization · 17.0% of pipeline

Grad earnings —

Business, Management, Marketing, And Related Support Services

CIP 52.19

Specialized Sales

570graduates / yr

15 schools · 7 specializations · 0.9% of pipeline

Grad earnings $35,157

Family And Consumer Sciences/Human Sciences

CIP 19.09

Apparel and Textiles

530graduates / yr

32 schools · 1 specialization · 0.8% of pipeline

Grad earnings $36,635

28 schools · 1 specialization · 0.6% of pipeline

Grad earnings $51,725

Family And Consumer Sciences/Human Sciences

CIP 19.02

Family and Consumer Sciences/Human Sciences Business Services

107graduates / yr

11 schools · 1 specialization · 0.2% of pipeline

Grad earnings $40,949

16 degree programs that lead to this job

Ranked by graduates per year (IPEDS completions). Graduate earnings and debt are College Scorecard figures for people who finished the program, reported at the 4-digit CIP level, so specializations within one field share a figure. That is a different measurement from the occupation-wide wages further down this page.

Degree programs that lead to this occupation, ranked by graduates per year
#	Program	Graduates / yr	Share of pipeline	Schools	Grad earnings (1 yr)	Median debt
1	Marketing/Marketing Management, General CIP 52.1401	49,123	74.7%	973	$44,670	$24,250
2	Business Analytics CIP 30.7102	11,181	17.0%	205	—	—
3	Digital Marketing CIP 52.1404	1,960	3.0%	106	$44,670	$24,250
4	Marketing, Other CIP 52.1499	1,226	1.9%	82	$44,670	$24,250
5	Apparel and Textile Marketing Management CIP 19.0905	530	0.8%	32	$36,635	$24,750
6	International Marketing CIP 52.1403	516	0.8%	13	$44,670	$24,250
7	Applied Economics CIP 45.0602	378	0.6%	28	$51,725	$22,907
8	Special Products Marketing Operationsmain feeder CIP 52.1909	204	0.3%	8	$35,157	$26,750
9	Marketing Research CIP 52.1402	182	0.3%	19	$44,670	$24,250
10	Tourism and Travel Services Marketing Operationsmain feeder CIP 52.1905	141	0.2%	15	$35,157	$26,750
11	Consumer Merchandising/Retailing Management CIP 19.0203	107	0.2%	11	$40,949	$23,344
12	Apparel and Accessories Marketing Operationsmain feeder CIP 52.1904	74	0.1%	8	$35,157	$26,750
13	Hospitality and Recreation Marketing Operationsmain feeder CIP 52.1910	56	0.1%	8	$35,157	$26,750
14	Vehicle and Vehicle Parts and Accessories Marketing Operationsmain feeder CIP 52.1907	46	0.1%	4	$35,157	$26,750
15	Business and Personal/Financial Services Marketing Operationsmain feeder CIP 52.1908	33	0.1%	4	$35,157	$26,750
16	Tourism Promotion Operationsmain feeder CIP 52.1906	16	0.0%	4	$35,157	$26,750

Top 50 schools by graduates into this job

Counting every feeder program a school offers, not just its largest one.

Schools ranked by graduates per year into this occupation
#	School	Graduates / yr	Top feeder program	Grad rate	Net price	Acceptance
1	The University of Texas at Dallas Richardson, TX Public · 2 feeder programs	1,298	Business Analytics	76%	—	65%
2	Trine University - Regional/Non - Traditional Campuses Angola, IN Private not-for-profit · 3 feeder programs	1,165	Business Analytics	0%	$21,976	40%
3	Western Governors University Salt Lake City, UT Private not-for-profit · 2 feeder programs	991	Marketing/Marketing Management, General	46%	$11,580	—
4	Ensign College Salt Lake City, UT Private not-for-profit · 3 feeder programs	952	Marketing/Marketing Management, General	43%	$11,149	—
5	University of Massachusetts - Amherst Amherst, MA Public · 3 feeder programs	835	Business Analytics	83%	—	60%
6	University of North Texas Denton, TX Public · 2 feeder programs	694	Business Analytics	61%	—	72%
7	Southern New Hampshire University Manchester, NH Private not-for-profit · 1 feeder programs	671	Marketing/Marketing Management, General	43%	$34,565	100%
8	Florida State University Tallahassee, FL Public · 3 feeder programs	601	Marketing/Marketing Management, General	86%	—	24%
9	The University of Alabama Tuscaloosa, AL Public · 2 feeder programs	583	Marketing/Marketing Management, General	73%	—	77%
10	Clemson University Clemson, SC Public · 3 feeder programs	575	Marketing/Marketing Management, General	87%	—	38%
11	Arizona State University Campus Immersion Tempe, AZ Public · 2 feeder programs	517	Marketing/Marketing Management, General	68%	—	90%
12	University of Arkansas Fayetteville, AR Public · 1 feeder programs	508	Marketing/Marketing Management, General	71%	—	74%
13	The University of Tennessee - Knoxville Knoxville, TN Public · 1 feeder programs	506	Marketing/Marketing Management, General	74%	—	42%
14	University of Cincinnati - Main Campus Cincinnati, OH Public · 2 feeder programs	494	Marketing/Marketing Management, General	75%	—	85%
15	Florida International University Miami, FL Public · 1 feeder programs	472	Marketing/Marketing Management, General	74%	—	55%
16	University of Houston Houston, TX Public · 4 feeder programs	470	Marketing/Marketing Management, General	65%	—	74%
17	DePaul University Chicago, IL Private not-for-profit · 2 feeder programs	456	Business Analytics	68%	$28,141	76%
18	Auburn University Auburn, AL Public · 2 feeder programs	441	Marketing/Marketing Management, General	82%	—	46%
19	Florida Atlantic University Boca Raton, FL Public · 2 feeder programs	441	Marketing/Marketing Management, General	63%	—	66%
20	Ohio State University - Main Campus Columbus, OH Public · 1 feeder programs	436	Marketing/Marketing Management, General	88%	—	61%
21	Grand Canyon University Phoenix, AZ Private not-for-profit · 1 feeder programs	423	Marketing/Marketing Management, General	43%	$21,535	79%
22	University of South Florida Tampa, FL Public · 2 feeder programs	422	Marketing/Marketing Management, General	77%	—	43%
23	The University of Texas at Arlington Arlington, TX Public · 3 feeder programs	420	Marketing/Marketing Management, General	54%	—	80%
24	The University of Texas at Austin Austin, TX Public · 2 feeder programs	419	Business Analytics	89%	—	27%
25	Brigham Young University - Idaho Rexburg, ID Private not-for-profit · 4 feeder programs	416	Marketing/Marketing Management, General	55%	$6,760	96%
26	Boston University Boston, MA Private not-for-profit · 3 feeder programs	414	Business Analytics	89%	$21,956	11%
27	Kent State University at Kent Kent, OH Public · 2 feeder programs	407	Business Analytics	64%	—	86%
28	University of Georgia Athens, GA Public · 1 feeder programs	404	Marketing/Marketing Management, General	90%	—	38%
29	Oklahoma State University - Main Campus Stillwater, OK Public · 2 feeder programs	392	Marketing/Marketing Management, General	68%	—	75%
30	Texas Tech University Lubbock, TX Public · 3 feeder programs	390	Marketing/Marketing Management, General	69%	—	73%
31	University of Connecticut Storrs, CT Public · 3 feeder programs	379	Business Analytics	83%	—	52%
32	Miami University - Oxford Oxford, OH Public · 1 feeder programs	353	Marketing/Marketing Management, General	80%	—	75%
33	Pennsylvania State University - Main Campus University Park, PA Public · 2 feeder programs	351	Marketing/Marketing Management, General	86%	—	61%
34	Texas State University San Marcos, TX Public · 2 feeder programs	351	Marketing/Marketing Management, General	55%	—	89%
35	Georgia State University Atlanta, GA Public · 2 feeder programs	342	Marketing/Marketing Management, General	53%	—	55%
36	Ohio University - Main Campus Athens, OH Public · 2 feeder programs	342	Marketing/Marketing Management, General	65%	—	85%
37	The University of Texas at San Antonio San Antonio, TX Public · 2 feeder programs	334	Marketing/Marketing Management, General	53%	—	87%
38	University of Southern California Los Angeles, CA Private not-for-profit · 2 feeder programs	334	Business Analytics	92%	$26,873	10%
39	University of Illinois Urbana - Champaign Champaign, IL Public · 3 feeder programs	327	Marketing/Marketing Management, General	85%	—	42%
40	Kennesaw State University Kennesaw, GA Public · 1 feeder programs	325	Marketing/Marketing Management, General	52%	—	69%
41	University of Kentucky Lexington, KY Public · 2 feeder programs	320	Marketing/Marketing Management, General	71%	—	93%
42	University of South Carolina - Columbia Columbia, SC Public · 1 feeder programs	316	Marketing/Marketing Management, General	79%	—	60%
43	Washington State University Pullman, WA Public · 2 feeder programs	310	Marketing/Marketing Management, General	60%	—	87%
44	East Texas A&M University Commerce, TX Public · 2 feeder programs	308	Business Analytics	43%	—	92%
45	Utah Valley University Orem, UT Public · 2 feeder programs	307	Digital Marketing	45%	—	—
46	University of Iowa Iowa City, IA Public · 1 feeder programs	285	Marketing/Marketing Management, General	75%	—	84%
47	Virginia Polytechnic Institute and State University Blacksburg, VA Public · 3 feeder programs	279	Marketing/Marketing Management, General	86%	—	55%
48	Illinois State University Normal, IL Public · 2 feeder programs	278	Marketing/Marketing Management, General	65%	—	88%
49	University of Wisconsin - Whitewater Whitewater, WI Public · 2 feeder programs	272	Marketing/Marketing Management, General	59%	—	86%
50	East Carolina University Greenville, NC Public · 1 feeder programs	270	Marketing/Marketing Management, General	63%	—	89%

What market research analysts and marketing specialists earn

What people already working in this job earn (BLS OEWS May 2025). Not graduate earnings.

Median annual wage

$78,760

Mean annual

$89,490

Median hourly

$37.87/hr

People employed

899,580

What the range looks like

10th pct$43,390Median$78,76090th pct$155,480

Top-paying states

Top-paying metro areas

San Jose-Sunnyvale-Santa Clara, CA

$141,960median

12,710 jobs

San Francisco-Oakland-Fremont, CA

$123,250median

24,120 jobs

Seattle-Tacoma-Bellevue, WA

$102,170median

18,030 jobs

Boston-Cambridge-Newton, MA-NH

$102,390median

32,310 jobs

Durham-Chapel Hill, NC

$93,110median

2,740 jobs

New York-Newark-Jersey City, NY-NJ

$100,520median

79,290 jobs

Boulder, CO

$97,600median

3,130 jobs

Denver-Aurora-Centennial, CO

$99,040median

17,000 jobs

Job outlook

Bureau of Labor Statistics Employment Projections, 2024 to 2034.

Projected growth 2024–34

+6.7%

Faster than average

Openings per year

87,200

new jobs plus replacements

Employment change

63,000

941,700 → 1,004,700

Typical entry education

Bachelor's degree

Where the jobs are, state by state

Pick a state for in-state pay, the schools there, and the programs they run.

This occupation state by state: pay, jobs, and schools
State	Median pay	Jobs	Concentration	Schools	Graduates / yr
Texas	$72,520	63,350	0.78×	67	7,780
Florida	$75,450	60,770	1.06×	48	4,101
Ohio	$72,790	27,370	0.85×	55	3,484
Utah	$62,630	14,510	1.44×	13	2,887
New York	$98,580	80,500	1.44×	74	2,870
Pennsylvania	$68,760	31,040	0.88×	67	2,797
Massachusetts	$101,810	39,710	1.89×	42	2,532
Illinois	$79,120	40,560	1.15×	54	2,399
Georgia	$75,850	27,810	0.98×	42	2,267
Wisconsin	$64,800	15,600	0.92×	36	2,022
Indiana	$63,700	14,400	0.78×	30	2,015
Arizona	$71,940	15,850	0.85×	17	1,946
Michigan	$66,780	24,220	0.95×	43	1,910
California	$94,700	119,070	1.13×	50	1,614
Alabama	$59,530	8,390	0.69×	16	1,448
North Carolina	$78,410	30,700	1.07×	22	1,412
South Carolina	$69,440	11,920	0.89×	18	1,358
New Jersey	$88,190	22,990	0.93×	25	1,335
Tennessee	$69,790	13,040	0.69×	25	1,290
Connecticut	$77,740	9,930	1.01×	12	1,208
Minnesota	$87,510	21,280	1.25×	33	1,125
Washington	$95,120	24,460	1.19×	27	1,062
Virginia	$76,980	25,610	1.08×	20	1,060
Missouri	$70,140	14,890	0.88×	28	923
Oklahoma	$61,940	6,620	0.67×	18	911
New Hampshire	$64,570	4,200	1.06×	11	845
Iowa	$66,390	8,880	0.98×	17	841
Kansas	$70,430	8,090	0.97×	20	836
Kentucky	$61,480	6,290	0.54×	13	826
Idaho	$60,970	3,780	0.76×	9	820
Mississippi	$56,640	2,620	0.39×	20	778
Louisiana	$59,690	5,360	0.48×	14	764
Arkansas	$65,430	6,250	0.83×	16	718
Maryland	$76,370	13,570	0.85×	16	595
Colorado	$93,050	27,880	1.68×	14	579
Rhode Island	$86,240	3,210	1.11×	9	541
Oregon	$79,150	11,310	0.99×	15	497
Nebraska	$60,000	3,780	0.64×	8	449
Delaware	$101,270	3,570	1.27×	5	390
Nevadamoderate	$71,840	5,780	0.64×	4	305
West Virginia	$52,340	1,650	0.41×	8	286
District of Columbia	$98,090	6,340	1.56×	5	276
Hawaiimoderate	$59,390	1,610	0.44×	3	193
North Dakota	$61,580	1,550	0.62×	7	191
Maine	$71,980	2,390	0.64×	6	181
South Dakota	$63,490	1,530	0.58×	7	163
New Mexicomoderate	$61,950	1,610	0.32×	4	109
Wyominglimited	$60,990	850	0.52×	2	59
Vermontlimited	$74,880	860	0.49×	2	54
Montanalimited	$68,080	1,460	0.49×	2	47
Alaskalimited	$66,710	570	0.31×	1	16

Skills and tools

From O*NET, the U.S. Department of Labor's occupational database. Importance is a 1 to 5 scale.

What they do day to day

Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
Measure and assess customer and employee satisfaction.
Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
Measure the effectiveness of marketing, advertising, and communications programs and strategies.
Seek and provide information to help companies determine their position in the marketplace.
Forecast and track marketing and sales trends, analyzing collected data.

Skills

Reading Comprehension3.9
Critical Thinking3.9
Active Listening3.8
Writing3.8
Speaking3.8
Active Learning3.6
Monitoring3.3
Mathematics3.0

Knowledge areas

Sales and Marketing4.3
English Language4.3
Mathematics3.8
Computers and Electronics3.8
Communications and Media3.7
Customer and Personal Service3.6

Abilities

Oral Comprehension4.0
Oral Expression4.0
Written Comprehension4.0
Deductive Reasoning3.9
Fluency of Ideas3.9
Written Expression3.9

Core activities

Working with Computers4.7
Analyzing Data or Information4.7
Getting Information4.7
Making Decisions and Solving Problems4.6
Processing Information4.6
Interpreting the Meaning of Information for Others4.5

Tools and technology

hotmarks an O*NET hot technology

Adobe PhotoshophotCascading style sheets CSShotFacebookhotGoogle AnalyticshotGoogle Looker AnalyticshotHubSpot softwarehotHypertext markup language HTMLhotJavaScripthotMarketo Marketing AutomationhotMicrosoft Accesshot

How to get in

How to become a Market Research Analyst

Job zone 4 of 5 · SVP 7.0 to < 8.0

Typical entry education: Bachelor's degree

Most of these occupations require a four-year bachelor's degree, but some do not.

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

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

Every major mapped to this job

The official federal mapping behind the rankings above.

All 16 majors mapped to Market Research Analysts and Marketing Specialists16 of them graduated someone in the latest IPEDS year. NCES CIP 2020 → SOC 2018 crosswalk.+

19.0203Consumer Merchandising/Retailing Management
19.0905Apparel and Textile Marketing Management
30.7102Business Analytics
45.0602Applied Economics
52.1401Marketing/Marketing Management, General
52.1402Marketing Research
52.1403International Marketing
52.1404Digital Marketing
52.1499Marketing, Other
52.1904Apparel and Accessories Marketing Operations
52.1905Tourism and Travel Services Marketing Operations
52.1906Tourism Promotion Operations
52.1907Vehicle and Vehicle Parts and Accessories Marketing Operations
52.1908Business and Personal/Financial Services Marketing Operations
52.1909Special Products Marketing Operations
52.1910Hospitality and Recreation Marketing Operations

Related careers

Jobs O*NET identifies as close to this one, with their own pay and outlook.

11-2021

Marketing Managers

$166,790395,240 jobs+6.6%

15-1255

Web and Digital Interface Designers

$104,000113,330 jobs+7.0%

11-2011

Advertising and Promotions Managers

$133,66021,470 jobs-2.2%

15-2051

Data Scientists

$120,230262,440 jobs+33.5%

15-1299

Computer Occupations, All Other

$116,580435,370 jobs+8.2%

13-1111

Management Analysts

$101,860898,280 jobs+8.8%

Common questions

What degree do you need to become a Market Research Analyst?+

Bachelor's degree is the typical entry-level education BLS reports for this occupation. The most common program people actually graduate from is Marketing/Marketing Management, General, which awarded 49,123 degrees in 2024-25, 74.7% of everyone graduating from a program that feeds this career.

Which college majors lead to becoming a Market Research Analyst?+

The NCES CIP-to-SOC crosswalk maps 16 programs to this occupation. The largest are Marketing, Data Analytics, Specialized Sales, Apparel and Textiles, plus 2 more. Together they graduate about 65,773 people a year.

How much do market research analysts and marketing specialists earn?+

The median is $78,760 a year (BLS OEWS May 2025). The middle range runs from $43,390 at the 10th percentile to $155,480 at the 90th. This is pay for people already working in the occupation, not the same thing as graduate earnings one year after finishing a degree.

Is demand for market research analysts and marketing specialists growing?+

BLS projects a +6.7% change in employment between 2024 and 2034, faster than average, with roughly 87,200 openings a year nationally once retirements and job changes are counted.

How many schools offer programs for this career?+

1,146 institutions reported graduates from at least one of the 16 programs that feed this occupation in IPEDS 2024-25. Rankings on this page use graduates per year, because the federal data publishes no enrollment count by program.

What other job titles do market research analysts and marketing specialists work under?+

Employers advertise this work under many names. O*NET records Market Analyst, Digital Media Planner, Paid Search Strategist, Market Research Analyst, Market Research Consultant, Market Research Specialist among the most commonly reported, all mapping to SOC 13-1161.

↑ Zoom outAll occupations Business and Financial Operations Occupations

Market Research Analysts and Marketing Specialists by stateTexas Florida Ohio Utah New York Pennsylvania Massachusetts Illinois Georgia Wisconsin Indiana Arizona

Programs that lead hereMarketing Data Analytics Specialized Sales Apparel and Textiles Economics Family and Consumer Sciences/Human Sciences Business Services

About the data on this page

Rankings use IPEDS completions 2024-25, degrees awarded per year. That is the closest federal measure of how many people a program puts into a career, because no federal dataset publishes enrollment by program. Wages and employment come from BLS OEWS May 2025, growth and openings from BLS Employment Projections 2024-34, and which majors lead to which jobs from the NCES CIP 2020 to SOC 2018 crosswalk. Occupation descriptions, tasks, skills and tools are O*NET 30.3 (CC BY 4.0, U.S. Department of Labor/ETA).

BLS Occupational Employment & Wage Statistics
May 2025
Wages, employment counts, location quotients and metro breakdowns.
Official source →
BLS Employment Projections
2024–34
Projected growth, annual openings and typical entry-level education.
Official source →
IPEDS Completions
2024-25 (provisional)
Graduates per year by program and institution — the ranking metric.
Official source →
College Scorecard, Field of Study
2020-21 cohorts
Median graduate earnings one year after completion, and median debt.
Official source →
Census Post-Secondary Employment Outcomes
latest available
Graduate earnings 1/5/10 years out, where the state participates.
Official source →
NCES CIP 2020 and the CIP-to-SOC 2018 crosswalk
CIP 2020 / SOC 2018
Which college programs officially lead to this occupation.
Official source →
O*NET Database 30.3
30.3
Tasks, skills, knowledge, tools, job zone and alternate job titles.
Official source →CC BY 4.0, U.S. Department of Labor / ETA

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