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California training programs, and what happened to the people who took them

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Market Research Analysts and Marketing Specialists

SOC 13-1161 · 2024-2034

Research conditions in local, regional, national, or online markets. Gather information to determine potential sales of a product or service, or plan a marketing or advertising campaign. May gather information on competitors, prices, sales, and methods of marketing and distribution. May employ search marketing tactics, analyze web metrics, and develop recommendations to increase search engine ranking and visibility to target markets.

How the U.S. Department of Labor describes this work. Published in English only.

What California expects of this job

Typical pay in California
$96,289per year
Projected openings
122,600
Projected change
+9.4%
Usually needs
Bachelor's degree

Bright Outlook — a U.S. Department of Labor designation
Rapid Growth · Numerous Job Openings

The Department's own designation, made from its national projections. It is not this project's assessment and it is not California's: every other figure on this page comes from California's projection, which can point the other way and for some occupations does.

Skills this work uses most

O*NET, the U.S. Department of Labor's occupation database, rates how important each of these is to this work, and they are listed in that order, most important first. The ratings themselves are not shown, because the data carries the number without the scale it was measured on. The names are as published, in English.

  1. Critical Thinking
  2. Reading Comprehension
  3. Writing
  4. Speaking
  5. Complex Problem Solving
  6. Active Listening

Pay by region

RegionTypical pay in CaliforniaProjected openings
San Jose-Sunnyvale-Santa Clara MSA (San Benito and Santa Clara Counties)$141,72012,340
San Francisco-San Mateo-Redwood City MD (San Francisco and San Mateo Counties)$136,08716,560
Oakland-Fremont-Berkeley MD (Alameda and Contra Costa Counties)$99,2036,820
San Rafael MD (Marin County)$95,335750
Anaheim-Santa Ana-Irvine MD (Orange County)$81,39310,600
Los Angeles-Long Beach-Glendale MD (Los Angeles County)$81,06627,840
San Diego-Chula Vista-Carlsbad MSA (San Diego County)$80,9338,320
Sacramento-Roseville-Folsom MSA (El Dorado, Placer, Sacramento, and Yolo Counties)$80,9133,710
Santa Maria-Santa Barbara MSA (Santa Barbara County)$79,5891,070
Oxnard-Thousand Oaks-Ventura MSA (Ventura County)$79,2321,470
Santa Rosa-Petaluma MSA (Sonoma County)$79,008940
Santa Cruz-Watsonville MSA (Santa Cruz County)$77,857440
Napa MSA (Napa County)$77,817490
Stockton-Lodi MSA (San Joaquin County)$75,535640
Vallejo MSA (Solano County)$75,494330
Riverside-San Bernardino-Ontario MSA (Riverside and San Bernardino Counties)$73,0195,240
Salinas MSA (Monterey County)$69,790400
El Centro MSA (Imperial County)$69,29190
Visalia MSA (Tulare County)$68,853280
Bakersfield-Delano MSA (Kern County)$67,988790
Redding MSA (Shasta County)$66,959200
San Luis Obispo-Paso Robles MSA (San Luis Obispo County)$66,786530
Fresno MSA (Fresno and Madera Counties)$66,0321,180
Chico MSA (Butte County)$65,991260
North Valley-Northern Mountains Region (Colusa, Glenn, Lassen, Modoc, Nevada, Plumas, Sierra, Siskiyou, Tehama, and Trinity Counties)$64,871270
Yuba City MSA (Sutter and Yuba Counties)$64,331100
Hanford-Corcoran MSA (Kings County)$63,57760
North Coast Region (Del Norte, Humboldt, Lake, and Mendocino Counties)$60,960250
Merced MSA (Merced County)$60,257130
Modesto MSA (Stanislaus County)$60,257520
Eastern Sierra-Mother Lode Region (Alpine, Amador, Calaveras, Inyo, Mariposa, Mono, and Tuolumne Counties)$59,320150

What the pay actually ranges across

The lowest-paid tenth earn under
$49,253
A quarter earn under
$66,385
Half earn under
$96,289
Three quarters earn under
$136,889
The highest-paid tenth earn over
$184,647

A median is one point. These are the federal Bureau of Labor Statistics' 2026 figures for California, and they say how far apart the people doing this job actually are. Read them as the spread across everyone already in the work — not as a starting wage and not as a promise about where anyone lands.

Similar work

O*NET, the U.S. Department of Labor's occupation database, names these as occupations involving work similar to this one — its own reading of the job, not a grouping by code. They keep O*NET's order, and only those California publishes a projection for are shown.

OccupationTypical pay in CaliforniaProjected openingsProjected change
Marketing Managers$196,86849,260+8.1%
Data Scientists$145,55440,180+37.1%
Advertising and Promotions Managers$170,0363,210+2.6%
Management Analysts$103,162154,880+11.5%
Sales Managers$137,17388,500+2.9%
Public Relations Managers$170,7988,060+8.3%

Programs that train for this job — 26