Quick answer: California employs about 119,070 market research analysts and marketing specialists (BLS OEWS, May 2025), and licensing runs through the employers you want to work for. Programs, the careers this degree opens, and what they pay are below.
Compare marketing programs enrolling now:
Licensing and Credentials in California
No state licenses marketers and no examination gates the work. Hiring runs on demonstrated results - campaigns, analytics, growth numbers - with the degree as the standard entry credential for corporate roles. Platform certifications are cheap, fast signals for junior digital positions.
Requirements are set at state level and are amended periodically. Before you enroll in any program, confirm with the employers you want to work for that the specific program you are considering satisfies the education requirement, and ask what it accepts from any training you have already completed. Get the answer in writing.
Earning the Degree While You Work
Most people reading this already have a job in the field, and the practical question is whether the credential can be earned without leaving it. Programs designed for working adults deliver the academic portion online or in the evening, while any labs, clinical hours or supervised field experience happen in person and locally. Prior college credit, military training, apprenticeship coursework and industry certifications can all shorten the path, so request a written transfer credit evaluation before you commit to any school.
Schools Near You
Schools in our database near this area, ranked by BOC Score. The list favors schools with a related program on record, but program availability and delivery format change, so confirm directly with any school that it currently offers the program you want.
How we rank schools – graduation rate, graduate earnings, cost and retention.
Advertising plays no part.
This page lists 10 schools
within 136 miles, closest group first, then ordered by
BOC Score with the highest at the top.
9 of them carry a score.
1 does not have enough federal
outcome data to score, and appears last rather than being hidden.
LOCAL RANK
Location / proximity to this page
Defines the local group
Graduation rate how often students finish
30%
Median earnings, 10 years after entry whether it paid off
25%
Average net price what students actually pay after aid; lower ranks higher
20%
Retention rate how many come back for year two
15%
Fully online availability whether you can study while working
10%
Scores come from IPEDS (2024) and the U.S. Department of Education College Scorecard.
Earnings are for all graduates of a school, not one program, so treat them as a signal
about the institution rather than about this subject.
Sponsored listings are paid placements and are labelled as such; they are separate from
this ranking and never change it. Read the full methodology.
#1
University of Southern California
📍
Los Angeles, CA
•103.4 miles away•BOC Score
80.2
What Market Research Analysts and Marketing Specialists Earn in California
Market Research Analysts and Marketing Specialists in California earn a median $94,700 per year, above the national median of $78,760 (BLS OEWS, May 2025).
Marketing Pay and Employment in California at a Glance
Metric
California
National
Source
Median annual wage
$94,700
$78,760
BLS OEWS, May 2025
10th percentile
$48,440
$43,390
BLS OEWS, May 2025
25th percentile
$65,290
$58,350
BLS OEWS, May 2025
75th percentile
$134,630
$108,310
BLS OEWS, May 2025
90th percentile
$181,600
$155,480
BLS OEWS, May 2025
Employment
119,070
899,580
BLS OEWS, May 2025
Location quotient
1.13
1.00
BLS OEWS, May 2025
Projected change (2024-34)
not published by state
6.7%
BLS Employment Projections, 2024-34
How California Pay Compares to the Rest of the Country
The California median of $94,700 sits above the national median of $78,760 (BLS OEWS, May 2025). Percentiles matter more than the midpoint when you are deciding whether a degree pays for itself: the 10th percentile is roughly where people start, and the 90th is what the top of the local market looks like after years of experience.
A location quotient of 1.13 puts California slightly above the national average, so the occupation is a little more common here than in the typical state (BLS OEWS, May 2025). The measure compares how concentrated the occupation is here against the national average of 1.00.
Figures: BLS OEWS, May 2025. Marketing employment concentrates where head offices and agencies are, which makes it metro-weighted and increasingly remote-friendly at the same time.
Market Research Analysts and Marketing Specialists Wages by Metro Area in California
According to the Bureau of Labor Statistics ( OES data), market research analysts and marketing specialists wages in California vary by metro area.
Metro Area
Employment
Median Annual Wage
Avg. Annual Wage
Entry Level (10th pctile)
Experienced (90th pctile)
Los Angeles-Long Beach-Anaheim
39,390
$82,990
$95,930
$48,720
$157,370
San Francisco-Oakland-Fremont
24,120
$123,250
$130,760
$60,680
$211,140
San Jose-Sunnyvale-Santa Clara
12,710
$141,960
$154,130
$66,660
$251,750
Riverside-San Bernardino-Ontario
5,280
$69,840
$79,640
$43,120
$130,840
Sacramento-Roseville-Folsom
4,470
$78,630
$87,650
$38,110
$138,400
Oxnard-Thousand Oaks-Ventura
1,570
$80,100
$92,100
$45,560
$150,190
Fresno
1,350
$62,880
$73,030
$35,580
$120,270
Santa Maria-Santa Barbara
960
$79,710
$90,200
$44,900
$156,330
Santa Rosa-Petaluma
960
$78,810
$88,910
$50,120
$138,700
Bakersfield-Delano
740
$69,910
$78,380
$40,630
$125,820
Stockton-Lodi
730
$73,650
$80,090
$38,480
$131,720
Modesto
580
$71,600
$79,680
$47,880
$129,150
Salinas
540
$70,440
$77,760
$38,000
$132,650
San Luis Obispo-Paso Robles
520
$66,660
$78,220
$46,900
$128,630
Santa Cruz-Watsonville
440
$78,880
$88,560
$48,170
$145,600
Napa
390
$81,440
$86,140
$47,840
$126,570
Vallejo
370
$73,470
$81,900
$43,680
$133,020
Visalia
340
$66,330
$76,130
$42,110
$130,940
Chico
320
$70,820
$76,540
$40,200
$120,140
Redding
220
$68,140
$80,800
$40,500
$128,390
Merced
170
$65,640
$75,290
$39,990
$125,110
Yuba City
110
$65,410
$76,220
$44,340
$123,330
El Centro
100
$60,540
$68,110
$37,580
$105,490
Hanford-Corcoran
80
$70,720
$81,460
$42,100
$140,980
San Diego-Chula Vista-Carlsbad
N/A
$79,440
$93,680
$42,700
$162,860
Wages reflect survey data and vary based on experience, credentials, employer, and local market conditions. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May .
Wage and employment figures describe the occupation as measured by the Bureau of Labor Statistics, not the graduates of any particular program, and individual outcomes may vary. Licensing rules change; confirm current requirements with the responsible state board before enrolling.
Frequently Asked Questions
How much do market research analysts and marketing specialists make in California?
The median annual wage for market research analysts and marketing specialists in California is $94,700, above the national median of $78,760 (BLS OEWS, May 2025). The middle of the range runs from $65,290 at the 25th percentile to $134,630 at the 75th.
How many market research analysts and marketing specialists work in California?
California holds about 119,070 marketing specialist jobs (BLS OEWS, May 2025). Nationally the occupation employs 899,580, and BLS projects about 87,200 openings per year through 2034 (BLS Employment Projections, 2024-34).
Do I need a license to work as a marketing specialist in California?
No state licenses marketers and no examination gates the work. Hiring runs on demonstrated results - campaigns, analytics, growth numbers - with the degree as the standard entry credential for corporate roles. Platform certifications are cheap, fast signals for junior digital positions. Requirements are set at the state level and change periodically, so confirm the current rules with the employers you want to work for before you enroll in any program.
Can I earn a marketing bachelor's or master's online while working in California?
Often yes. Programs built for working adults deliver coursework online or in the evenings, though any required labs, clinical hours or supervised field experience are completed in person. Confirm that the program's accreditation satisfies the employers you want to work for.
What is the highest-paying area of California for market research analysts and marketing specialists?
Among California metro areas with published data, San Jose reports the highest median at $141,960 (BLS OEWS, May 2025).
Is California a good state for market research analysts and marketing specialists?
On pay, the state median of $94,700 sits above the national $78,760 (BLS OEWS, May 2025). A location quotient of 1.13 means the occupation is more concentrated here than in the average state. Weigh that against cost of living and how concentrated the work is near where you actually want to live.
U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025 - Market Research Analysts and Marketing Specialists (SOC 13-1161), national, state and metropolitan estimates
U.S. Bureau of Labor Statistics, Employment Projections, 2024-34
U.S. Bureau of Labor Statistics, Occupational Outlook Handbook - education and licensing requirements
About this guide: Researched and written by the TradeCareerPath Editorial Team. Our editorial team researches and sources every trade school and career guide using federal labor and education data, including BLS OEWS and Employment Projections, DOL apprenticeship records, IPEDS, College Scorecard, and state licensing boards. We follow the editorial standards documented at /editorial-policy/.
