Introduces market research career and the educational programs and support Cal Poly Pomona offers to prepare students for the one of the fastest growing occupations in America

1. IBM Department @ Cal Poly Pomona
Professor, Dr. Jae Min Jung
1
Introduction to Marketing
Research Career

2. Why Marketing Research?
2

3. Why Career in Market Research? (cont’d)
350500; 53%
197500; 30%
43900; 7%
64100; 10%
# of Jobs Expected to Grow by 2018
Market and Survey
Research
Marketing Managers
Advertising and
Promotion Managers
Public Relations
Managers
More than half of all new job growth in marketing by
2018 is for Marketing Research

4. 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)

5. Anatomy of Supplier Side
(Ex), Luth Research
 200+ employees
 10 divisions
 Analysts:
 Focus group
 Client support
 Project management
 Online
 Programming
 Facility operations
 Client Account developments
30 (15%)
15 (7.5%)

6. Compensation
6

9. Is This for you?

10. 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

11. Which Majors Are Suitable?
Researcher positions
In-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
Companies
Operations 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 ……..

12. 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.

13. Tips for Career Development
 Getting a job is all about connection
 Networking 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.

14. Sample Job Ads for
Bachelor’s degree holders

16. Rank
2009 2008
Organization Headquarters
Parent
country
Web site
(www.)
No. of
Countries
with
Subsidiaries/
Branch
Offices
Global
Revenue
(USD
millions)
Percent of
global
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

17. Which Companies Hired Our Students?

18. Career Options
18
 Research Associate
 Marketing manager
 Project manager
 Market researcher/analyst/consultant
 Senior analyst
 Marketing research manager
 Business Development

19. Cal Poly Pomona Marketing
Program can Prepare You
for the Career.

20. Strength:
One of Only Two Universities in CA
 Uniqueness / Exclusiveness
 Quirks.com 

23. Strength:
Capable Faculty
Prosper Together
23

24. Strength:
Research Talks
Prosper Together
24

25. Strength:
Research Infrastructure:
Workshops
25

26. Strength:
Research Infrastructure:
Behavioral Lab
Prosper Together
26

27. Strength:
Research Infrastructure: Behavioral Lab
Resources
27
 New Location
 CLA98 C6-10
 Sona systems
subject
management
system
 Qualtrics
surveyor
 Medialab

28. Strength:
Research Infrastructure
Prosper Together
28
 Behavioral Lab and Subject Pool
 Database
 Web of Science: SSCI/SCI
 Compustat
 WRDS (Wharton Research Data Services)
 Others

29. Strength:
Internship Opportunity
Prosper Together
29

30. Strength (cont’d):
New Building
Prosper Together
30

31. Strength (cont’d):
Techy Image as Cal Poly
Prosper Together
31

32. Strength (cont’d):
Professional Development Opportunity

33. Opportunity
33
 Largest population
 Largest market
 Gateway to International Markets
 All major marketing research firms have presence in
LA
 J. P. Morgan, headquartered in LA.
 The first university in CA that offers Marketing
Research programs

34. Supporting Environment:
CSU Student Research Competition
Prosper Together
34

35. Professional Research
Certificate
Prosper Together
35

36. Prosper Together
36

37.  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

38. I-MAX (Interactive Marketing
Analytics Xperience):

39. I-MAX (Interactive Marketing
Analytics Xperience):

40. Behavioral Lab RA’s:
Annual Outing
40

41. 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)

42. Networking

43. MRA, AAPOR, PMRG
 Job banks
 SoCal chapter Social events
 once a month through the year
 Linked through social media
 Follow some professionals
 SoCal MRAAnnual Educational
Meeting (February or March)

44. 2015 SoCal MRA Meeting
(Mission In Hotel, Riverside)

45. Leadership,
Teamwork, and
Professional Development
Experience

46.  To network with each other and the professional community
 www.cppmrc.org
 www.facebook.com/calpolyMRC
 www.linkedin.com/in/calpolyMRC
 Learn by doing
 Gain valuable leadership and teamwork experience

47. Prosper Together
47

48. 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

49. Questions and Comments?
49
 Dr. Jae Min Jung
 https://www.cpp.edu/~cba/international-business-
marketing/faculty-and-staff/bios/jae-min-jung.shtml
 jmjung@cpp.edu
 Social Media
 https://www.facebook.com/dr.jae.jung
 https://www.linkedin.com/in/jaeminjung