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Marketing and research associate skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Lauren Easom M.Ed, GCDF,

Jean Beaupré

Below we've compiled a list of the most critical marketing and research associate skills. We ranked the top skills for marketing and research associates based on the percentage of resumes they appeared on. For example, 15.0% of marketing and research associate resumes contained business development as a skill. Continue reading to find out what skills a marketing and research associate needs to be successful in the workplace.

15 marketing and research associate skills for your resume and career

1. Business Development

Business development is the ideas or initiatives that work to make business work better. Selling, advertising, product development, supply chain management, and vendor management are only a few of the divisions involved with it. There is still a lot of networking, negotiating, forming alliances, and trying to save money. The goals set for business development guide and coordinate with all of these various operations and sectors.

Here's how marketing and research associates use business development:

Conducted competitive analysis and market research for the Director of Business Development.
Conduct web-based research for candidate generation and business development activities.

2. Primary Research

Primary research is a type of study wherein the researcher, marketing research analyst, and other related professionals conduct and execute the analysis. This means that it involves a direct source of information through an interview process, survey forms, questionnaires, focus group discussion, observation, and other research methods.

Here's how marketing and research associates use primary research:

Assist in the design and development of questionnaires for primary research.
Prepared commercial real estate packages and marketing materials Collected primary research information on commercial real estate trends throughout Central Florida.

3. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how marketing and research associates use market research:

Conducted telephone interviews of Business-to-Business respondents for Market Research studies in the technology, consumer products, and financial services industries.
Conducted a user experience study on proprietary Chase Market Research Software to discover opportunities for improvement, informing future software updates.

4. Research Findings

Here's how marketing and research associates use research findings:

Translated research findings into actionable recommendations that led to business growth.
Presented research findings which helped television stations and agencies understand viewership changes in TV markets.

5. Data Analysis

Here's how marketing and research associates use data analysis:

Conducted site surveys and data analysis on commercial properties exceeding 100,000 square feet to establish client energy profiles.
Conducted secondary research, database searches as well as data entry and data analysis using SPSS.

6. Market Trends

Here's how marketing and research associates use market trends:

Monitor current market trends and analyze strategic implication, predict future opportunities/challenges and effectively communicate strategic recommendations across the organizations.
Collaborated direct communication between Korean manufacturing facility and US sales channel for efficient exchange of market trends and conditions.

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7. R

R is a free software environment and a language used by programmers for statistical computing. The R programming language is famously used for data analysis by data scientists.

Here's how marketing and research associates use r:

Use statistical modeling in R to identify statistically significant increases in sales during promotions.
Calculated weekly segment share information by platform for AAFES, GameStop, Hastings, Circuit City and Toy R US.

8. Custom Research

Here's how marketing and research associates use custom research:

Analyzed & reported custom research studies such as Attitude & Usage, Awareness, Product/Concept & Taste studies.

9. Quantitative Data

Here's how marketing and research associates use quantitative data:

Analyzed and interpreted qualitative and quantitative data for surveys and focus groups.
Create reports for upper management based on customer surveys, qualitative and quantitative data

10. Press Releases

Here's how marketing and research associates use press releases:

Research and write all written material, including blogs, articles and press releases.
Submit press releases to different publications on a regular basis.

11. Research Data

Here's how marketing and research associates use research data:

Prepared final reports by interpreting research data into actionable insights
Research databases for suitable candidates who meet criteria provided by clients.

12. Customer Relationship Management

Here's how marketing and research associates use customer relationship management:

Perform data quality control and data audits as the Administrator in the Customer Relationship Management (CRM) system.
Implemented HIPAA-compliant customer relationship management database for customer segmentation for Baxter BioScience (Baxalta) hemophilia therapy, Advate.

13. Data Collection

Data collection means to analyze and collect all the necessary information. It helps in carrying out research and in storing important and necessary information. The most important goal of data collection is to gather the information that is rich and accurate for statistical analysis.

Here's how marketing and research associates use data collection:

Interacted with internal clients and external vendors to ensure proper data collection within budgetary guidelines.
Assisted with data collection/analysis projects, new product introductions and computer programming/operations.

14. PowerPoint

Here's how marketing and research associates use powerpoint:

Analyze study data and prepare PowerPoint presentations and reports with research results and findings used for strategic planning.
Developed and produce new marketing concept presentations using PowerPoint in cooperation with sales, marketing and compliance personnel.

15. Competitive Analysis

Competitive analysis is the process of assessing your competitors to determine their strengths and weaknesses, It is a part of strategic management that enables one to identify the opportunities and threats a business can face in the market.

Here's how marketing and research associates use competitive analysis:

Conduct background research on numerous markets and segments as well as perform competitive analysis.
Perform competitive analysis on like-nonprofits across the country for Tennessee based nonprofit clients.

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What skills help Marketing And Research Associates find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on marketing and research associate resumes?

Lauren Easom M.Ed, GCDF

Director, Georgia College

Two skills that employers are always looking for on a resume is an individual's ability to problem solve and work well in a team.

What type of skills will young marketing and research associates need?

Jean Beaupré

Associate Professor of Communication and Marketing, Communication B.A. Program Chair, Nichols College

If the events of 2020 have taught us anything, it is the importance of resilience and flexibility. New graduates will need to remain alert, curious, and ready for inevitable change. Communication skills like active listening, teamwork, and writing will never go out of style and are consistently valued by organizations of all sizes and industries. In light of increasing globalization and emphasis on gender and racial diversity, successful professionals will have high cultural intelligence (CQ), contributing to strong negotiation and interpersonal skills.

Business communication graduates will need to possess comfort with technology, including the ability to self-teach the new and proprietary applications they will indeed be expected to use. Finally, they should be prepared to support why communication initiatives are vital to business outcomes strategically. Effective communication practices have been connected to organizational innovation, efficiency, and profitability; communication professionals should have the capability to make that case using data and evidence.

What soft skills should all marketing and research associates possess?

Stacia Wert-Gray Ph.D.

Professor of Marketing, Chairperson, University of Central Oklahoma

Communication is important in any job but especially in marketing. These professionals must be able to communicate with customers/clients about product/service benefits and must be able to listen and represent the needs of customers/clients to their own company.

What hard/technical skills are most important for marketing and research associates?

Mary Norman

Lecturer of Marketing, University of North Georgia

-Project management skills
-Knowledge of key marketing tools and analytics:
-Social media tools like Hootsuite, Google analytics, etc.
-Design tools like Canva, Photoshop, Illustrator
-Email and Survey tools like Mailchimp and Survey Monkey
-SEO Tools like Google Ads
-Digital/Social Media Marketing Skills in the following areas:
-Email marketing
-Search Engine Marketing and Search Engine Optimization (SEM/SEO)
-Email marketing
-Content marketing - ability to create content for social media and additional formats like blogs, etc.
-Social Media marketing through top platforms: i.e., Facebook, Twitter, Instagram, TikTok, LinkedIn, etc.
-Data Analysis - mining insights into customer behavior based on website and social media analytics
-Trendwatching / Consumer insights

Do you want to know more?

List of marketing and research associate skills to add to your resume

The most important skills for a marketing and research associate resume and required skills for a marketing and research associate to have include:

Business Development
Primary Research
Market Research
Research Findings
Data Analysis
Market Trends
R
Custom Research
Quantitative Data
Press Releases
Research Data

Customer Relationship Management
Data Collection
PowerPoint
Competitive Analysis
Facebook
SEO
Competitive Intelligence
Linkedin
Product Line
Product Development
Analyze Data

Consumer Behavior
SQL
Economic Research
In-Depth Research
ROI
Industry Analysis
Trade Shows
Client Relationships
Telephone Interviews
Corporate Events

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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