Scarborough Research
Encyclopedia
Scarborough is a United States based market research
company that measures shopping patterns, media usage across platforms, and lifestyle trends of adults. Specializing in local and national consumer research, Scarborough measures over 100 local markets in the United States. Scarborough is headquartered in New York City.
. Scarborough began as a subsidiary of VNU and was merged with Birch Radio in 1987. VNU then sold 50% of interest in Scarborough to Arbitron in 1992. VNU was renamed as the Nielsen Company in 2007.
Scarborough's major services include:
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
company that measures shopping patterns, media usage across platforms, and lifestyle trends of adults. Specializing in local and national consumer research, Scarborough measures over 100 local markets in the United States. Scarborough is headquartered in New York City.
Company Information
Scarborough is a joint venture between The Nielsen Company and ArbitronArbitron
Arbitron is a consumer research company in the United States that collects listener data on radio audiences. It was founded as American Research Bureau by Jim Seiler in 1949 and became national by merging with L.A. based Coffin, Cooper and Clay in the early 1950s...
. Scarborough began as a subsidiary of VNU and was merged with Birch Radio in 1987. VNU then sold 50% of interest in Scarborough to Arbitron in 1992. VNU was renamed as the Nielsen Company in 2007.
Scarborough's major services include:
- Local market studies in over 100 markets.
- A multiple market study that combines data from the local markets measured into one database.
- A national consumer study.
- NewspaperNewspaperA newspaper is a scheduled publication containing news of current events, informative articles, diverse features and advertising. It usually is printed on relatively inexpensive, low-grade paper such as newsprint. By 2007, there were 6580 daily newspapers in the world selling 395 million copies a...
audience ratingsAudience measurementAudience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites...
for print readership, website audience, and the integrated or total audience (print and online) for newspapers across the U.S. - Hispanic consumer research.
- Analytics and custom research solutions using internet panels, re-contact studies, segmentation analysis, and branding studies.
- The ability for clients to combine select Top-Tier Local Market Studies into one database.
- Marketing data on sports fans, teams, and leagues.
- Customized research about kids, teens, and their parents.
- Customized research reports, presentation, and analyses.
Methods
Scarborough uses a 2-part survey with over 210,000 respondents. Industries served include print, digital, radio, broadcast TV, cable TV, out of home, agency and sports marketing. Scarborough’s Top-Tier Local Market Studies, newspaper audience ratings, and multiple market and national studies are accredited by the Media Rating Council (MRC).See also
- Nielsen Company
- ArbitronArbitronArbitron is a consumer research company in the United States that collects listener data on radio audiences. It was founded as American Research Bureau by Jim Seiler in 1949 and became national by merging with L.A. based Coffin, Cooper and Clay in the early 1950s...
- Audience measurementAudience measurementAudience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites...
- NewspaperNewspaperA newspaper is a scheduled publication containing news of current events, informative articles, diverse features and advertising. It usually is printed on relatively inexpensive, low-grade paper such as newsprint. By 2007, there were 6580 daily newspapers in the world selling 395 million copies a...
- Consumer research