Marketing research competencies

Abstract

Three areas of precision or competencies can be considered when evaluating subordinates and suggesting appropriate developmental areas. Two of the groupings are "leadership/managerial" and "functional/technical." The third area involves the functional or technical aspects of marketing research. The competencies needed to excel in this area can be divided into 6 major categories specific to marketing research: 1. marketing knowledge, 2. client interface skills, 3. quantitative research skills, 4. qualitative research skills, 5. management skills, and 6. analytical skills. These competencies are discussed, along with a dimension to marketing research that cannot be taught: creative problem solving.