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Riassunto: Hundreds of thousands of people work in market research around the world. Some 400,000 of these market research jobs are in the U.S. It is safe to assume that as a child not one of these individuals ever uttered the words: "I want to be a market researcher when I grow up." Moreover, very few had ever heard of the industry, or wondered about a profession with it, until they were in college or beyond.
THE LIST OF PATHWAYS IS LONG AND VARIED
If you re like most people, you've come to market research through a serendipitous path. Perhaps you heard about it in a college course, became aware of public opinion polls, read some statistics in a news article, or were exposed to it while working in a related job.
This comprehensive guide shows you how to enter the field and how to carve out a successful career that makes the most of your own special skills, aptitudes, and interests.
A PRACTICAL CAREER GUIDE
Dr. Heisler's goal in writing this book has been to paint an accurate picture of the market research industry at the beginning of the 21st century--its size and scope, what value it provides, who works in the field, who uses it and for what decisions, the market research process, common methodologies, growth prospects for the industry, and what lies ahead.
In addition to setting the context, the book helps readers explore market research as a career choice-- requisite skills, education, and training; where the jobs are, how to get that first job, what you are likely to do as an entry-level employee, moving onward and upward, potential earning power, success profiles, and stepping stones to related careers.
By the time you finish reading this book, you should have a good understanding of the industry and be able to make an informed assessment of whether this is a career you want to pursue.
Dr. James T. Heisler's career in the market research industry spans 40 years. During this time he has held senior positions with Market Facts, ORC International, Harris Interactive, and Nielsen.
Most of his career has been as a senior strategy consultant providing thought leadership on client engagements from program design through analysis, reporting, and post-research consultation to help clients act on the research. He is experienced in all aspects of B2C and B2B market research with expertise in all of the key marketing issues--market assessment, product/service design, brand strategy and customer experience.
Dr. Heisler has worked with many of the leading global corporations across the CPG, financial services, technology, telecommunications, health care, industrial, professional services, and travel and leisure industries.
In addition to his strong survey research background, he is an accomplished qualitative researcher having designed and conducted hundreds of IDIs and focus group discussions with both consumers and business executives.
Dr. Heisler is currently the director of Fairleigh Dickinson University's Certificate in Market Research program to be initiated in 2015. In addition, he has given guest lectures on qualitative and quantitative market research issues at universities and speeches at market research industry conferences.
Dr. Heisler holds a Bachelor's degree in Psychology from the University of Michigan, a Master's in Psychology from DePaul University and a Doctorate in Psychology from the Illinois Institute of Technology.
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