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Marketing Research Manager Interview

15 Marketing Research Manager Interview Questions

Question 1 of 15
As a Marketing Research Manager, do you have experience working with internal or external clients, or both? If both, what do you enjoy the most - working as part of an in-house team with internal clients or as a service provider with external clients?
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Question 2 of 15
Usually for cost reasons, clients want to be able to collect as much data as possible in a given survey. Describe a time when you had to convince your client that "less is more". What reasons did you give for limiting the length of the survey?
Question 3 of 15
Marketing Research results should not be isolated but be analyzed in context of the business overall. Think of a project where survey results were married with data from other sources. Explain how bringing all the data together completed the "picture".
Question 4 of 15
Whether for sampling, survey programming, or data preparation, selection of vendors could play a large part in the success of a survey project. What kind of skills or attributes do you look for when selecting a vendor for any or all of these tasks?
Question 5 of 15
Technical experience is helpful in the Marketing Research field - particularly knowledge of databases. How would you describe your technical experience? Talk about specific experience working with databases and analytical tools/software packages.
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About Marketing Research Manager

August 18th, 2017

Marketing Research Managers oversee research projects that impact the company's marketing strategy. Research can be targeted at better understanding customers' brand perceptions and buying habits, understanding how products/services can be changed to meet customers' needs, and revealing opportunities for new product/services that can be offered. Data on the competitive landscape can also be collected through these studies. It is important for Marketing Research Managers to be able to understand the overall business objectives in order to effectively build and oversee the marketing research strategy.

Research can be conducted through a variety of methods including primary research such as surveys (online/offline) and focus groups and secondary methods (gathering information from industry research that has already been collected).

Marketing Research Managers should have experience conducting these various types of research, have knowledge/experience with at least basic statistics, and have excellent communication skills. They should also have experience managing Marketing Research Analysts who would work on the daily details of research projects. Negotiating and managing vendor contracts would also be a key skill.

To prepare for a Marketing Research Manager interview, it is important to familiarize yourself with the company, specifically its brands and products, and the industry in which it competes. Think of how your past experience with different companies and industries may be valuable to the company's products/brands. In addition, think about some of the more interesting or impactful surveys you have conducted and be ready to speak about how they affected marketing or product strategies. Based on your answers to questions, hiring managers should get a sense of the types of marketing surveys you have experience conducting - such as customer satisfaction, brand tracking, and new product development. Analytical skills will likely be one of the more important skills you will need to prove in the interview process. Plan on talking about how your analytical skills were used to turn survey data into actionable recommendations. This may include touching upon your experience using statistics. Related to analytical skills, your technical experience will be important to communicate to hiring managers. You should anticipate talking about analytical tools you are familiar with using (statistical software, data mining tools, etc.) as well as an understanding of how data may be pulled from and stored in databases/data warehouses. Hiring managers will also be on the lookout for examples of how you communicate survey learnings to others in the company. Also be prepared to utilize a combination of all your Marketing Research related skills when interviewers give you questions based on a business case presented to you.