Market Research Analysts and Marketing Specialists Salary in California
Market Research Analysts and Marketing Specialists in California earn a median $94,700 a year, +20% against the national median of $78,760; they and rank 6th of 51 states by median. Market Research Analysts and Marketing Specialists earn 63% more than the median across all occupations in California ($58,240). California pays more than every neighbouring state: Oregon, Arizona and Nevada range from $71,840 in Nevada to $79,150 in Oregon. California employs 119,070 market research analysts and marketing specialists, 6.54 per 1,000 jobs, the 1st largest count of any state. A location quotient of 1.13 is close to the national share.
California vs the United States, May 2025
| Area | Basis | Percentile wage | Mean | Employment | Jobs per 1,000 | Location quotient | ||||
|---|---|---|---|---|---|---|---|---|---|---|
| 10th | 25th | Median | 75th | 90th | ||||||
| California | Hourly | $23.29 | $31.39 | $45.53 | $64.72 | $87.31 | $51.98 | 119,070 | 6.54 | 1.13 |
| Annual | $48,440 | $65,290 | $94,700 | $134,630 | $181,600 | $108,120 | ||||
| United States | Hourly | $20.86 | $28.05 | $37.87 | $52.07 | $74.75 | $43.03 | 899,580 | – | – |
| Annual | $43,390 | $58,350 | $78,760 | $108,310 | $155,480 | $89,490 | ||||
- Rank by median
- 6th of 51 states
- Rank by employment
- 1st of 51 states
- Location quotient
- 1.13
- Jobs per 1,000
- 6.54
Ranks count the 50 states and DC with a published value. The location quotient is the occupation's share of California's employment divided by its national share; 1.00 means the same share as the nation. Take-home pay at these wages: FastCalc's take-home pay calculator.
Metropolitan areas in California
25 metropolitan areas and 3 nonmetropolitan areas touching California publish a row for market research analysts and marketing specialists, sorted by median. Areas crossing a state line are listed under every state they touch; a linked metro has its own profile.
| Area | Median hourly | Median annual | 10th pct (annual) | 90th pct (annual) | Employment | Jobs per 1,000 | Location quotient |
|---|---|---|---|---|---|---|---|
| San Jose-Sunnyvale-Santa Clara, CA | $68.25 | $141,960 | $66,660 | $251,750 | 12,710 | 11.20 | 1.94 |
| San Francisco-Oakland-Fremont, CA | $59.25 | $123,250 | $60,680 | $211,140 | 24,120 | 10.16 | 1.76 |
| Los Angeles-Long Beach-Anaheim, CA | $39.90 | $82,990 | $48,720 | $157,370 | 39,390 | 6.28 | 1.09 |
| Napa, CA | $39.15 | $81,440 | $47,840 | $126,570 | 390 | 5.02 | 0.87 |
| Oxnard-Thousand Oaks-Ventura, CA | $38.51 | $80,100 | $45,560 | $150,190 | 1,570 | 4.83 | 0.84 |
| Santa Maria-Santa Barbara, CA | $38.32 | $79,710 | $44,900 | $156,330 | 960 | 4.77 | 0.82 |
| San Diego-Chula Vista-Carlsbad, CA | $38.19 | $79,440 | $42,700 | $162,860 | ** | ** | ** |
| Santa Cruz-Watsonville, CA | $37.92 | $78,880 | $48,170 | $145,600 | 440 | 4.47 | 0.77 |
| Santa Rosa-Petaluma, CA | $37.89 | $78,810 | $50,120 | $138,700 | 960 | 4.70 | 0.81 |
| Sacramento-Roseville-Folsom, CA | $37.81 | $78,630 | $38,110 | $138,400 | 4,470 | 4.13 | 0.71 |
| Stockton-Lodi, CA | $35.41 | $73,650 | $38,480 | $131,720 | 730 | 2.52 | 0.44 |
| Vallejo, CA | $35.32 | $73,470 | $43,680 | $133,020 | 370 | 2.59 | 0.45 |
| Modesto, CA | $34.42 | $71,600 | $47,880 | $129,150 | 580 | 2.98 | 0.52 |
| Chico, CA | $34.05 | $70,820 | $40,200 | $120,140 | 320 | 4.10 | 0.71 |
| Hanford-Corcoran, CA | $34.00 | $70,720 | $42,100 | $140,980 | 80 | 1.68 | 0.29 |
| Salinas, CA | $33.86 | $70,440 | $38,000 | $132,650 | 540 | 2.89 | 0.50 |
| Bakersfield-Delano, CA | $33.61 | $69,910 | $40,630 | $125,820 | 740 | 2.18 | 0.38 |
| Riverside-San Bernardino-Ontario, CA | $33.58 | $69,840 | $43,120 | $130,840 | 5,280 | 3.08 | 0.53 |
| Redding, CA | $32.76 | $68,140 | $40,500 | $128,390 | 220 | 3.09 | 0.53 |
| San Luis Obispo-Paso Robles, CA | $32.05 | $66,660 | $46,900 | $128,630 | 520 | 4.29 | 0.74 |
| Visalia, CA | $31.89 | $66,330 | $42,110 | $130,940 | 340 | 1.96 | 0.34 |
| Merced, CA | $31.56 | $65,640 | $39,990 | $125,110 | 170 | 2.14 | 0.37 |
| Yuba City, CA | $31.45 | $65,410 | $44,340 | $123,330 | 110 | 2.10 | 0.36 |
| Fresno, CA | $30.23 | $62,880 | $35,580 | $120,270 | 1,350 | 2.82 | 0.49 |
| El Centro, CA | $29.11 | $60,540 | $37,580 | $105,490 | 100 | 1.50 | 0.26 |
| North Valley-Northern Mountains Region of California nonmetropolitan area | $38.72 | $80,540 | $49,750 | $108,940 | 370 | 3.56 | 0.62 |
| North Coast Region of California nonmetropolitan area | $32.89 | $68,410 | $40,600 | $132,410 | 280 | 2.57 | 0.44 |
| Eastern Sierra-Mother Lode Region of California nonmetropolitan area | $30.95 | $64,370 | $43,750 | $127,000 | 150 | 2.39 | 0.41 |
Neighbouring states
See the national page for Market Research Analysts and Marketing Specialists (every state ranked) and the California wage profile (every occupation in the state).
Source and notes
Data: BLS OEWS May 2025, released 2026-05-15. Cross-industry estimates, all ownerships. BLS page: OEWS California estimates.
**- Employment estimate not available.
- Annual wages assume 2,080 hours a year at the hourly rate; occupations BLS publishes on one basis only show an en dash (–) on the other.
- Employment is rounded to the nearest 10 by BLS. Where BLS withholds a cell, nothing is estimated in its place.