Market Research Analysts and Marketing Specialists: salary, outlook & degrees
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.
Middle half $58,350–$108,310. 899,580 jobs.
BLS Occupational Employment and Wage Statistics, May 2025
86% hold a bachelor's or higher. Those with one: $72,618.
Census ACS 2020-2024 microdata, workers with at least a high school diploma; EducationGuide calculation
About 82,000 openings a year, including replacements.
BLS Employment Projections 2025-35
Considerable preparation (usually a bachelor's).
BLS; O*NET 31.0 job zone
Degrees that lead to this career
What workers ages 25-34 in this job studied, among those with a bachelor's or higher. This is what people actually did, not a requirement.
| Field of bachelor's degree | Share | Degree pages |
|---|---|---|
| Marketing And Marketing Research | 15% | Marketing · Specialized Sales, Merchandising and Marketing Operations |
| Communications | 10% | Communications · Communication, Journalism, and Related Programs, Other |
| Business Management And Administration | 6% | Business Administration |
| General Business | 4% | Business |
| Journalism | 4% | Journalism |
| Advertising And Public Relations | 4% | Public Relations and Advertising |
| English Language And Literature | 4% | English |
| Psychology | 3% | Psychology |
| Economics | 3% | Economics |
| Mass Media | 2% | Broadcasting / Digital Media |
Census ACS 2020-2024 microdata (ages 25-34, employed, bachelor's or higher; top 10 fields); EducationGuide calculation.
Pay by state and metro
| State | Median wage |
|---|---|
| Massachusetts | $101,810 |
| Delaware | $101,270 |
| New York | $98,580 |
| District of Columbia | $98,090 |
| Washington | $95,120 |
| California | $94,700 |
| Colorado | $93,050 |
| New Jersey | $88,190 |
| Minnesota | $87,510 |
| Rhode Island | $86,240 |
| Oregon | $79,150 |
| Illinois | $79,120 |
| North Carolina | $78,410 |
| Connecticut | $77,740 |
| Virginia | $76,980 |
| Maryland | $76,370 |
| Georgia | $75,850 |
| Florida | $75,450 |
| Vermont | $74,880 |
| Ohio | $72,790 |
| Texas | $72,520 |
| Maine | $71,980 |
| Arizona | $71,940 |
| Nevada | $71,840 |
| Kansas | $70,430 |
| Missouri | $70,140 |
| Tennessee | $69,790 |
| South Carolina | $69,440 |
| Pennsylvania | $68,760 |
| Montana | $68,080 |
| Michigan | $66,780 |
| Alaska | $66,710 |
| Iowa | $66,390 |
| Arkansas | $65,430 |
| Wisconsin | $64,800 |
| New Hampshire | $64,570 |
| Indiana | $63,700 |
| South Dakota | $63,490 |
| Utah | $62,630 |
| New Mexico | $61,950 |
| Oklahoma | $61,940 |
| North Dakota | $61,580 |
| Kentucky | $61,480 |
| Wyoming | $60,990 |
| Idaho | $60,970 |
| Nebraska | $60,000 |
| VI | $59,990 |
| Louisiana | $59,690 |
| Alabama | $59,530 |
| Hawaii | $59,390 |
| Mississippi | $56,640 |
| West Virginia | $52,340 |
| GU | $42,240 |
| PR | $39,330 |
Florida metro areas
- Orlando-Kissimmee-Sanford$72,860
- Tampa-St. Petersburg-Clearwater$75,210
- Jacksonville$76,740
- North Port-Bradenton-Sarasota$73,260
- Cape Coral-Fort Myers$65,180
- Lakeland-Winter Haven$76,630
- Palm Bay-Melbourne-Titusville$73,350
- Pensacola-Ferry Pass-Brent$63,400
Virginia metro areas
- Washington-Arlington-Alexandria$87,160
- Richmond$81,660
- Virginia Beach-Chesapeake-Norfolk$69,560
- Charlottesville$72,010
- Roanoke$64,340
- Kingsport-Bristol$65,420
- Lynchburg$60,310
- Winchester$66,920
California metro areas
- Los Angeles-Long Beach-Anaheim$82,990
- San Francisco-Oakland-Fremont$123,250
- San Jose-Sunnyvale-Santa Clara$141,960
- Riverside-San Bernardino-Ontario$69,840
- Sacramento-Roseville-Folsom$78,630
- Oxnard-Thousand Oaks-Ventura$80,100
- Fresno$62,880
- Santa Maria-Santa Barbara$79,710
BLS Occupational Employment and Wage Statistics, May 2025: median annual wage, all workers in the job. Metro areas: the largest by employment.
What the work takes
Top skills
- Reading Comprehension
- Active Listening
- Writing
- Critical Thinking
- Speaking
Knowledge used
- English Language
- Sales and Marketing
- Administration and Management
- Customer and Personal Service
- Administrative
Work styles
- Attention to Detail
- Intellectual Curiosity
- Achievement Orientation
- Dependability
- Innovation
People in this job tend to have Enterprising (leading), Conventional (organizing), Investigative (analytical) interests.
O*NET 31.0 (U.S. Department of Labor, CC BY 4.0): skills and knowledge by importance; work styles; interest high points.
Market Research Analysts and Marketing Specialists: questions
How much do market Research Analysts and Marketing Specialists make?
Market Research Analysts and Marketing Specialists earn a U.S. median $78,760 a year; the middle half earn $58,350 to $108,310 (BLS, May 2025). Workers ages 25-34 in this job earn a median $69,055 (Census ACS 2020-2024).
Is market Research Analysts and Marketing Specialists a growing field?
BLS projects growth of 7.0% from 2025 to 2035, with about 82,000 openings a year, including replacements.
What degree do you need to be a market Research Analysts and Marketing Specialist?
BLS lists the typical entry education as bachelor's degree. Among workers ages 25-34 with a bachelor's, the most common field of degree is marketing And Marketing Research (15%).
How much do market Research Analysts and Marketing Specialists make in Florida?
The median in Florida is $75,450 a year (BLS, May 2025), compared with $78,760 nationally.
Sources: Bureau of Labor Statistics (OEWS May 2025; Employment Projections 2025-35); O*NET 31.0 (U.S. Department of Labor, CC BY 4.0); U.S. Census Bureau ACS microdata. SOC 13-1161. Method
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Cite this: “Market Research Analysts and Marketing Specialists: salary, outlook and degrees,” EducationGuide.com, https://educationguide.com/careers/market-research-analysts-and-marketing-specialists.