Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics, May 2025, aged to 2026 using compounded market movement. State selections show BLS state-level figures where published. Actual pay varies with experience, industry, and organization size.
Market Research Analysts and Marketing Specialists salary in California
The average Market Research Analysts and Marketing Specialists salary in California is $112,000 per year on WePayFairly's 2026 basis. The 25th-to-75th-percentile range is $67,500 to $139,500. Based on BLS state wage data, aged to 2026.
The following occupation, experience, industry and career information describes the role nationally. For California pay, use the state figures above and the state salary questions below.
Total cash compensation
Base salary plus target annual bonus. Target bonus opportunity scales with role level, so a higher base carries a higher target percentage.
Long-term incentive is not shown for this role. Equity awards are only disclosed publicly for the named executive officers of public companies, so no market figure exists for most jobs. See executive pay disclosures.
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About this role
Market Research Analysts and Marketing Specialists is a professional role within the function in the Business and Financial Operations job family.
Typical entry preparation: Bachelor's Degree and up to 2 years of related work experience, per O*NET occupational data. Advancement typically requires additional years in role.
What Market Research Analysts and Marketing Specialistss do
Typical education: Bachelor's Degree
Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
Measure and assess customer and employee satisfaction.
Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
Top skills:WritingReading ComprehensionCritical ThinkingSpeakingComplex Problem SolvingActive Listening
Includes information from O*NET OnLine by the U.S. Department of Labor, Employment and Training Administration (CC BY 4.0).
Market Research Analysts and Marketing Specialists pay by experience level
Entry level$45,000
Typical starting pay (about the 10th percentile)
Early career$60,500
A few years in (about the 25th percentile)
Experienced$81,500
Mid-career median pay
Senior$112,000
Seasoned professionals (about the 75th percentile)
Top earners$161,000
Highest earners (about the 90th percentile)
Experience tiers are derived from the BLS wage percentile distribution for this occupation, aged to 2026. Actual pay varies by employer, location, and specialization.
Job outlook
+6.7%
projected change in jobs, 2024–2034
87,200
projected openings per year
Growing about as fast as average
Source: U.S. Bureau of Labor Statistics, Employment Projections program (2024–2034). Openings include growth and replacement needs.
Market Research Analysts and Marketing Specialists salary by industry
Professional, Scientific, and Technical Services
248,820 workers
$94,500
Management, Scientific, and Technical Consulting Services
104,250 workers
$90,000
Management of Companies and Enterprises
74,470 workers
$108,000
Management of Companies and Enterprises
74,470 workers
$108,000
Computer Systems Design and Related Services
46,310 workers
$111,500
Administrative and Support Services
45,260 workers
$83,500
Advertising, Public Relations, and Related Services
41,070 workers
$85,500
Merchant Wholesalers, Durable Goods
36,260 workers
$95,000
Insurance Carriers and Related Activities
35,760 workers
$94,000
Publishing Industries
35,010 workers
$119,000
National sector-level figures, BLS OEWS May 2025, aged to 2026.
Who works in this role
About 542,000 people held this occupation in the United States in 2025.
Women
62.3%
White
77.5%
Black or African American
8.1%
Asian
10.7%
Hispanic or Latino
11.7%
Race categories and Hispanic or Latino ethnicity overlap, so shares can sum to more than 100 percent. Figures describe this occupation across the national workforce, not any single employer. Source: U.S. Bureau of Labor Statistics, Current Population Survey, Annual Averages, Table 11, 2025.
Pay trend
National median annual wage, 2020 to 2025: $65,810 to $78,760.
+19.7% over this period
Medians as published each May in the BLS Occupational Employment and Wage Statistics national estimates. Nominal dollars, not adjusted for inflation. Source: U.S. Bureau of Labor Statistics, OEWS.
Pay by experience level
How annual pay for this occupation spreads from newcomers to the highest paid, aged to 2026.
Entry10th percentile
$45,000
Early career25th percentile
$60,500
Median50th percentile
$81,500
Experienced75th percentile
$112,000
Top earners90th percentile
$161,000
Bands are the 10th, 25th, 50th, 75th, and 90th percentile annual wages for this occupation nationally. Percentiles reflect the full mix of tenure, employer, and location, so they approximate but do not equal years of experience. Source: U.S. Bureau of Labor Statistics, OEWS national estimates.
Where this job pays most
Top-paying states for this occupation, average annual wage aged to 2026.
State averages for this occupation from the BLS OEWS state estimates. Cost of living differs by state; a higher wage does not always mean more buying power.
The abilities employers and analysts most associate with this occupation.
WritingReading ComprehensionCritical ThinkingSpeakingComplex Problem SolvingActive Listening
Source: U.S. Department of Labor, O*NET occupational database.
Typical duties and FLSA status
Core duties
Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
Measure and assess customer and employee satisfaction.
Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
FLSA classification (typical)
Typically Exempt · Professional, Administrative, or Executive exemption
Occupations in this SOC group are typically classified as Exempt when paid above the salary threshold, provided they satisfy the duties test for one of the FLSA exemption categories. Actual classification depends on the specific job duties, salary basis, and any applicable state or local rules. The current federal salary threshold for exemption is $684 per week ($35,568 per year), per the 2020 Department of Labor rule; the 2024 rule that would have raised the threshold was struck down by federal court in November 2024.
Pay outlook
Five-year pay outlook for this title
2026$92,500
2027$95,500
2028$99,000
2029$102,500
2030$106,000
2031$110,000
Projection assumes market wages keep rising about 3.5% a year, consistent with recent wage growth measured by the BLS Employment Cost Index. It reflects market movement for the title, not individual raises or promotions, which vary.
Get your Personal Pay Report for Market Research Analysts and Marketing Specialists
Keep your market comparison in a print-ready PDF, with negotiation targets, a script using your numbers, and a five-year market-pay illustration. Career ladder where available.
StateYears of experienceCurrent salary
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Sources and assumptions
Modeled market estimate, aged to 2026. Underlying source families are BLS OEWS May 2025 for BLS-mapped occupations and the 2018–19 collection for corporate titles. Annual aging is compounded at approximately 3–4%; geographic, industry and company-size repricing are modeled. See the role details and methodology for the applicable source and assumptions.
Your free market check includes an estimated percentile and pay gap when you enter your salary. The paid report adds a PDF, negotiation targets and script, and a five-year market-pay illustration. See a full sample report
Market Research Analysts and Marketing Specialists pays 2% below the average across 47 roles in the Business and Financial Operations job family (family average $94,500).
Similar-paying roles in Business and Financial Operations
Related occupations from O*NET OnLine, U.S. Department of Labor.
California salary questions
How much does a Market Research Analysts and Marketing Specialists make in California?
The average base salary for a Market Research Analysts and Marketing Specialists in California is $112,000 per year, or about $53.85 per hour, on WePayFairly's 2026 basis.
What is the median Market Research Analysts and Marketing Specialists salary in California?
The median is $98,000 per year on the same 2026 basis. The median is the middle wage in the state distribution; the average is $112,000.
What is the typical Market Research Analysts and Marketing Specialists salary range in California?
The 25th-to-75th-percentile range in California is $67,500 to $139,500 per year on the 2026 basis. These percentiles describe the state wage distribution; individual pay varies by employer and experience.
How does Market Research Analysts and Marketing Specialists pay in California compare with the national average?
The California average of $112,000 is $19,500 (21.1%) above the national average of $92,500. Both figures use WePayFairly's 2026 basis.
Where do these California salary figures come from?
The state figures come from BLS Occupational Employment and Wage Statistics state data. WePayFairly applies the same compounded market movement factor used elsewhere on this page to express the published figures on a 2026 basis. They are estimates, not a guarantee of a particular offer.
Need a defensible market price for this role? WePayFairly data is compiled from published survey sources and maintained by compensation professionals.
Need Market Research Analysts and Marketing Specialists pay benchmarked for your organization, or defensible compensation analysis for a dispute or valuation? Grahall builds it from primary sources, backed by an expert who testifies.
