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The purpose of this paper is to present an approach to identify the knowledge, skills, and abilities required by a job market by systematically analyzing classified advertisements of position openings. It suggests appropriate methodological techniques to conduct such a study and compares these to traditional methods.

While this paper discusses several methods used to assess the skill, knowledge, and ability (SKA) needs in the marketing research industry, it focuses on a new approach: content analysis. Content analysis is a systematic and an objective qualitative research technique used to identify the needs of hiring firms through the analysis of classified advertisements of position openings in marketing research. These openings (listings available online and through print classified advertisements) can be examined for the general and specific marketing research skills and knowledge areas identified as critical workplace competencies for employers.

Content analysis is an alternative, or supplemental method, not meant to replace, but rather to enhance other methods of assessing the industry's SKA needs.

Human resource managers and personnel responsible for developing professional training and development programs will also benefit from these findings. Assessment results can also be useful in designing marketing research programs, adjusting existing marketing research curricula, and enhancing marketing research career service development efforts.

While content analysis has previously been used to assess advertisements, this is a unique application of the method which adds objectivity to marketplace assessment.

While the Afrocentric Worldview is established with elements of interdependence, communalism, and kinship at its foundation, many Afro (of African-descent) and African-American scholars within social science/helping-fields, such as psychology, have come to view “alternative” sexual orientations (i.e., homosexuality or bisexuality) as functional or dysfunctional solutions to problems existing in Black America. Afrocentric Worldviews include key concepts of racial and cultural survival thrusts. We must examine the marginalized subgroup of Black Lesbian, Gay, Bisexual, Trans-, and Queer (LGBTQ) individuals navigating through higher education, especially those within the Afrocentric-driven fields, such as psychology, at a Historically Black Colleges/Universities (HBCUs). This chapter discusses (1) several theoretical concepts that guide driving philosophies and academic curricula, (2) possible ramifications and experiences Black LGBTQ scholars face as they navigate through such educational contexts and (3) possible stances gay and straight scholars may take when operating under a paradigm/worldview with views that may seem counter to “alternative” sexual orientations.