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ADPR 3110 - Brand Storytelling: Home

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Consumer Research

Mediamark and Simmons are our two biggest databases for market research data. So, what's the difference between Simmons and Mediamark? Which one should you use? Do you have to use both?  A quick comparison of the two: 

  • Mediamark has more current data (~1.5 years)  than Simmons (3 years)
  • Simmons has "psychographics"; Mediamark does not.
  • Mediamark has a new "trending" tool that allows you to easily track data across a three year span.
  • Mediamark 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.
  • Mediamark 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. 

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)