Rethinking assessment of marketing research skills and knowledge: a new approach

Purpose – The purpose of this paper is to present an approach to identify the knowledge, skills, and abilities required by a job market by systematically analyzing classified advertisements of position openings. It suggests appropriate methodological techniques to conduct such a study and compares these to traditional methods. Design/methodology/approach – While this paper discusses several methods used to assess the skill, knowledge, and ability (SKA) needs in the marketing research industry, it focuses on a new approach: content analysis. Content analysis is a systematic and an objective qualitative research technique used to identify the needs of hiring firms through the analysis of classified advertisements of position openings in marketing research. These openings (listings available online and through print classified advertisements) can be examined for the general and specific marketing research skills and knowledge areas identified as critical workplace competencies for employers. Findings – Content analysis is an alternative, or supplemental method, not meant to replace, but rather to enhance other methods of assessing the industry's SKA needs. Practical implications – Human resource managers and personnel responsible for developing professional training and development programs will also benefit from these findings. Assessment results can also be useful in designing marketing research programs, adjusting existing marketing research curricula, and enhancing marketing research career service development efforts. Originality/value – While content analysis has previously been used to assess advertisements, this is a unique application of the method which adds objectivity to marketplace assessment.