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Purpose -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. Design/methodology/approach -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. Findings -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. Practical implications -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. Originality/value -While content analysis has previously been used to assess advertisements, this is a unique application of the method which adds objectivity to marketplace assessment.

Nonprofit organizations often rely on fundraising appeals to generate sufficient revenue to cover their charitable activities and operating expenses, and managers seek to optimize donations by refining how these appeals are worded. The current research examines three factors affecting the persuasiveness of fundraising appeals: precision of ask strings, provision of efficacy information, and donors' prior giving behavior. We predict higher donation amounts when fundraising appeals include precise ask strings and efficacy information (H1), with this effect manifesting primarily among new donors (H2). For Study 1, we recruited 193 participants on Amazon Mechanical Turk.Respondents were presented with a fundraising appeal including either precise or round ask strings, with or without an efficacy statement. For Study 2, we conducted a field study with a real local charity, sending fundraising appeals to 507 prospective donors. All respondents saw efficacy statements, along with either precise or round ask strings; donors were coded as new or repeat. The main dependent variable in both studies was donation amount, which was analyzed using two-way ANOVA. In Study 1, precise ask strings yielded higher donations than round ask strings when efficacy information was provided, supporting H1. In Study 2, this effect held only among new donors, in support of H2. Our results demonstrate how very specific solicitations, combined with information about how funds will be used, can increase the yield of fundraising campaigns. Critically, since these effects are stronger among new donors, managers should employ them selectively. As only three factors were considered in our studies, future work should explore boundary conditions and covariates.