From the course: Job Interview Tips for Marketing Managers

How to approach this question

From the course: Job Interview Tips for Marketing Managers

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How to approach this question

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- Embracing market research can greatly improve your effectiveness as a marketer. As a function of marketing, you're not expected to have advanced expertise in market research, but to be proficient in the fundamentals and able to navigate the process. An interviewer wants to understand your experience using this skillset in different scenarios. Hence why this one is a two-parter. To answer this successfully begin by stating your research goals, as you want to present yourself as a results-oriented marketer at every opportunity. Here you'd mention what the goals of your research might be when analyzing the opportunity in a given sector, as well as reviewing the competitive set in your industry. After establishing your goals, highlight how you'd conduct research to achieve them by providing an example of quantitative and a qualitative research method you'd use. This way, you're not only describing your process of conducting research, but demonstrating your understanding of the practice with a range of examples. For instance, expressing how you'd combine insights from a focus group, which is qualitative research, and a survey, which is a type of quantitative research, would certainly make your answer more well-rounded. Be sure to do your homework and familiarize yourself with the similarities and differences of these two types of research, so you can discuss them with authority. Lastly, explain how you'd analyze the data you've collected and later present your research findings to colleagues. This is the most important part of your answer as it shares how exactly you'll take action from this research and collaborate with other stakeholders throughout the process. Remember that each aspect of your answer is a chance to demonstrate your proficiency with market research and why it's a beneficial use of your time as a marketing manager.

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