The market research salary and compensation survey is based on data gathered from an invite-only online survey sent to pre-qualified marketing research subscribers of Quirk’s and members of ESOMAR.
The survey was fielded from June 6 to June 28, 2018. In total there were 3,483 respondents. We received 966 usable surveys from client-side researchers (corporate market research) and 1,708 usable surveys from provider-side researchers (market research company employees). An interval (margin of error) of 1.9 at the 95 percent confidence level was achieved. (Not all respondents answered all questions.)
For a complete survey results follow the link below:
Market research salaries by job title
Director of marketing salary by:
| Industry | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| Advertising/Public Relations | 1 | $100,000 | $0 | $0 | $1,000 | $101,000 |
| Agriculture | ||||||
| Automotive | ||||||
| Banking/Financial | ||||||
| Building Materials/Products | ||||||
| Computer Hardware/Software | ||||||
| Construction/Housing | ||||||
| Consulting | ||||||
| Consumer Goods | 1 | $175,000 | $50,000 | $0 | $0 | $225,000 |
| Education | ||||||
| Entertainment | ||||||
| Food/Beverage | 1 | $222,000 | $0 | $0 | $4,000 | $226,000 |
| Government | ||||||
| Health Care/Pharmaceuticals | 1 | $150,000 | $45,000 | $0 | $0 | $195,000 |
| Hospitality (hotels, etc.) | ||||||
| Insurance | ||||||
| Manufacturing | 1 | $98,000 | $0 | $0 | $0 | $98,000 |
| Media/Publishing/Information | ||||||
| Non-Profits | 3 | $106,667 | $0 | $0 | $53,000 | $159,667 |
| Retail | ||||||
| Technology/IT/Web | 1 | $120,000 | $10,000 | $0 | $0 | $130,000 |
| Telecommunications | ||||||
| Transportation | ||||||
| Travel | ||||||
| Utilities/Energy | ||||||
| Other | ||||||
| Mean | 9 | $131,667 | $11,667 | $0 | $18,222 | $161,556 |
| Region in which located | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| North East (CT, MA, ME, NH, RI, VT) | 1 | $175,000 | $50,000 | $0 | $0 | $225,000 |
| Mid Atlantic (NJ, NY, PA) | ||||||
| East North Central (IL, IN, MI, OH, WI) | ||||||
| West N. Central (IA, KS, MN, MO, NE, ND, SD) | 1 | $98,000 | $0 | $0 | $0 | $98,000 |
| S. Atlantic (DC, DE, FL, GA, MD, NC, SC, VA, WV) | 1 | $115,000 | $0 | $0 | $2,000 | $117,000 |
| East South Central (AL, KY, MS, TN) | 1 | $140,000 | $0 | $0 | $155,000 | $295,000 |
| West South Central (AR, LA, OK, TX) | ||||||
| Mountain (AZ, CO, ID, MT, NM, NV, UT, WY) | 1 | $100,000 | $0 | $0 | $1,000 | $101,000 |
| Pacific Coast (AK, CA, HI, OR, WA) | ||||||
| Canada | 1 | $65,000 | $0 | $0 | $2,000 | $67,000 |
| Mexico | ||||||
| Central and South America | ||||||
| Eastern Europe | ||||||
| Western Europe | 3 | $164,000 | $18,333 | $0 | $1,333 | $183,667 |
| Asia | ||||||
| Middle East | ||||||
| Africa | ||||||
| Australia/New Zealand | ||||||
| Mean | 9 | $131,667 | $11,667 | $0 | $18,222 | $161,556 |
| Annual revenue/sales of organization | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| < $1 Million US dollars | ||||||
| $1M - $3M | ||||||
| $3M - $6M | ||||||
| $6M - $10M | ||||||
| $10M - $50M | 2 | $90,000 | $0 | $0 | $2,000 | $92,000 |
| $50M - $100M | 1 | $100,000 | $0 | $0 | $1,000 | $101,000 |
| $100M - $300M | 1 | $150,000 | $45,000 | $0 | $0 | $195,000 |
| $300M - $500M | 1 | $222,000 | $0 | $0 | $4,000 | $226,000 |
| $500M - $1 Billion | ||||||
| >$1 Billion US dollars | 4 | $133,250 | $15,000 | $0 | $38,750 | $187,000 |
| Mean | 9 | $131,667 | $11,667 | $0 | $18,222 | $161,556 |
| Number of full-time equivalent market researchers on staff | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| 0 | 4 | $161,250 | $23,750 | $0 | $1,000 | $186,000 |
| 1 - 2 | 1 | $65,000 | $0 | $0 | $2,000 | $67,000 |
| 3 - 5 | 1 | $140,000 | $0 | $0 | $155,000 | $295,000 |
| 6 - 10 | 1 | $100,000 | $0 | $0 | $1,000 | $101,000 |
| 11 - 15 | 2 | $117,500 | $5,000 | $0 | $1,000 | $123,500 |
| 16 - 25 | ||||||
| >25 | ||||||
| Mean | 9 | $131,667 | $11,667 | $0 | $18,222 | $161,556 |
| Number of years of experience in marketing research | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| < 1 year | ||||||
| 1 - 2 | ||||||
| 3 - 5 | ||||||
| 6 - 10 | 5 | $140,000 | $10,000 | $0 | $32,200 | $182,200 |
| 11 - 15 | 1 | $100,000 | $0 | $0 | $1,000 | $101,000 |
| 16 - 25 | 3 | $128,333 | $18,333 | $0 | $667 | $147,333 |
| >25 | ||||||
| Mean | 9 | $131,667 | $11,667 | $0 | $18,222 | $161,556 |
| Years at current job | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| < 1 year | 2 | $90,000 | $0 | $0 | $2,000 | $92,000 |
| 1 - 2 | 3 | $124,333 | $16,667 | $0 | $333 | $141,333 |
| 3 - 5 | 3 | $170,667 | $15,000 | $0 | $53,000 | $238,667 |
| 6 - 10 | ||||||
| 11 - 15 | ||||||
| 16 - 25 | ||||||
| >25 | ||||||
| Mean | 8 | $133,125 | $11,875 | $0 | $20,500 | $165,500 |
| Number of employees supervised | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| 0 (None) | ||||||
| 1 - 2 | 2 | $137,500 | $25,000 | $0 | $500 | $163,000 |
| 3 - 5 | 3 | $110,000 | $15,000 | $0 | $1,333 | $126,333 |
| 6 - 10 | 1 | $98,000 | $0 | $0 | $0 | $98,000 |
| > 10 | 2 | $181,000 | $0 | $0 | $79,500 | $260,500 |
| Mean | 8 | $133,125 | $11,875 | $0 | $20,500 | $165,500 |
| Highest degree achieved | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| High-school graduate | ||||||
| College graduate | 4 | $103,250 | $11,250 | $0 | $750 | $115,250 |
| Masters program graduate | 4 | $163,000 | $12,500 | $0 | $40,250 | $215,750 |
| Ph.D. graduate | ||||||
| Mean | 8 | $133,125 | $11,875 | $0 | $20,500 | $165,500 |
| Gender | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| Male | 6 | $150,000 | $15,833 | $0 | $26,833 | $192,667 |
| Female | 2 | $82,500 | $0 | $0 | $1,500 | $84,000 |
| Mean | 8 | $133,125 | $11,875 | $0 | $20,500 | $165,500 |
| Age | ||||||
| Count | Base | Bonus | Div.* | Other* | Total | |
| < 25 | ||||||
| 25 - 30 | ||||||
| 31 - 35 | ||||||
| 36 - 45 | 5 | $150,400 | $10,000 | $0 | $32,400 | $192,800 |
| 46 - 55 | 2 | $124,000 | $22,500 | $0 | $0 | $146,500 |
| 56 - 65 | 1 | $65,000 | $0 | $0 | $2,000 | $67,000 |
| 66+ | ||||||
| Mean | 8 | $133,125 | $11,875 | $0 | $20,500 | $165,500 |
*Bonus was defined as bonus or commission for 2017 in US dollars.
*Dividends were defined as compensation in the form of dividends, stock options or profit sharing in US dollars for 2017.
*Other was defined as annual value of other compensation (company car, health club membership, mobile phone etc.) in US dollars.