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Advertising & Public Relations: The Numbers: Data Sources

From scholarly articles about advertising to trade journals in the field to market survey data to circulation and ad rates, GALILEO has many excellent tools for those studying the field of advertising.

Market/Product Research

Circ & Rate information

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.

Your Librarian

Amy Watts's picture
Amy Watts