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ADPR 3120: Media Planning : Home

Consumer Research

MRI (which contains GFK University Reporter) and Simmons (Insights) are our two biggest databases for market research data. So, what's the difference between Simmons and MRI? Which one should you use? Do you have to use both?  A quick comparison of the two: 

  • MRI has more current data (~1.5 years)  than Simmons (3 years)
  • Simmons has "psychographics"; MRI does not.
  • MRI represents its data in tables, already compiled according to predetermined comparisons. Simmons requires you to build the table. Con: You have to build the table. Pro: You can compare any variable you want to any variable you want.
  • MRI offers certain pre-set filters for data (gender, age, etc.) Simmons allows you to filter data using any variable in their database.
  • Both can export data to Excel or .csv (comma separated values) files.

Simmons Tutorial Video

This guide from the University of Alabama Bruno Library provides a good introduction to building crosstab tables. 

This guide from Pace University Library explains how to interpret the results in a crosstab. 


Ad Expenditures

Trade Journals and News Sources

Scholarly (Peer-Reviewed) Articles

Your Librarian

Sheila Devaney's picture
Sheila Devaney
Research & Instruction Department
Main Library
University of Georgia
912-268-0539 (For Spring 2021 please use my Google Voice number)