Occupational Certificate: Market Research Analyst

PURPOSE AND RATIONALE OF THE QUALIFICATION:

The purpose of this qualification is to prepare a learner to practice as a Market Research Analyst. A Market Research Analyst designs research methodology, tools to collect, clean and analyse data on the position of products or markets from different perspectives. They use analytics to analyse data sets and trends, draw conclusions linking these to strategies as well as organisational strategic goals. A qualified learner research market conditions in global, national, local as well as regional areas, to determine potential success of a product or idea. A competent learner shall demonstrate among others the following attributes: honesty, integrity, punctuality, business acumen, self-motivation, responsibility, accountability, interpersonal relations, ethical behaviour, well organised, self-confidence, etc.

A QUALIFIED LEARNER WILL BE ABLE TO:

• Apply communication skills in relation to rendering a service.
• Write a market research proposal.
• Apply marketing mix to formulate a market research strategy.
• Analyse social media data trends.
• Design a sampling plan of a market research project.
• Design data collection instruments.
• Clean market research data.
• Analyse and interpret market research data.
• Write a report on research findings.
• Present a market research report.

SKILLS RATIONALE:

Currently there is no registered qualification to capacitate Market Research Analysts and the market research space in the economy requires competent and capable practitioners. Success of new product and services as well as the enterprises that offer and deliver them depends on proper and thorough market research. South Africa is a developing economy which requires competitive entrepreneurship. The success of enterprises depends on well informed market research results for investment decisions. This allows investment with guaranteed returns, if all other factors are equal.

The qualification shall benefit the South African economy by preparing competent Market Research Analysts to support business, product and service development. This shall in turn allow the establishment of business on a solid market information base. The qualification shall allow new entrants to be equipped with valuable skills and attitudes; as well as allow career progression for those who are already in the sector, practising without a formal qualification.

The qualification shall build a firm foundation for the market research sector, and other related industries. This qualification is crucial for purposes of training a cadre of employees who design the methodology, tools to collect, clean and analyse data on the position of products or markets from different perspectives. Market Research Analysts use analytics to analyse data sets as well as trends, drawing conclusions linking these to strategies and organisational strategic goals; and research market conditions in global, national, local as well as regional markets, to determine potential success of a product or idea. The qualification was developed in collaboration with Southern African Market Research Association (SAMRA) and other stakeholders within the market research field.

ENTRY REQUIREMENTS:

• An NQF Level 4 qualification.

EXIT LEVEL OUTCOMES:

• Apply communication skills in relation to rendering a service.
• Apply marketing mix to formulate a market research strategy.
• Analyse social media data trends.
• Design a sampling plan for a market research project.
• Select a market research methodology.
• Design data collection instruments for market research.
• Write a research proposal for a market research project.
• Clean market research data.
• Analyse and interpret market research data.
• Write a report on findings of analysed market research data.
• Present a market research report.