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Welcome to Database of the Week, a feature from the Roland G. Parrish Library of Management & Economics.  These weekly snapshots will give you basic information about our most relevant and beneficial online resources.

Database name:  Mediamark Reporter, from GFK Mediamark Research & Intelligence.

Link: www.lib.purdue.edu/parrish, in the dropdown Quick Access to Business Databases list right below the Libraries’ 4-tab search box.

Description/focus: Mediamark Reporter provides demographic, lifestyle, product usage, and media data.

Start with this hint: Mediamark Reporter prefers Internet Explorer. First-time users need to create an account using your Purdue email and a password of your choosing.  After you login and enter the database called MRI+, you can explore the choices under Getting Started, but the real substance is accessed by clicking on Mediamark Reporter in the banner next to the tabs. Click here to see the basics of selecting options in Mediamark Reporter.  If the goal is to find out which population groups are the best potential market for a product or service, the column of Index numbers tells which groups are likely targets.  For personalized assistance with navigating this database, send a request to parrlib@purdue.edu.

Why you should know this tool:  Mediamark Reporter includes historic demographic data back to 2005 so that comparisons can be made.

How this will help students:  A marketing plan should include data on user preferences.  This kind of information is also included in SimplyMap (see Database of the Week next week) but Mediamark Reporter displays the data in a spreadsheet which might be more straightforward than a geographic display for some students. The interface is not intuitive, but students can get assistance by sending a request to parrlib@purdue.edu.

Tags: consumers, datasets, demographics, exportable excel, government information,  historical information, market research, market segments, products, social conditions, spreadsheets, statistics

Cost: $1,000.00, paid annually by the Libraries.

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Database of the Week comes to you from the Roland G. Parrish Library of Management & Economics. Our intent is to give you a brief introduction to a database that you may not know.  If you would like more information about this database, or if you would like a demonstration of this or any other library resource for a class, contact parrlib@purdue.edu.  Database of the Week is archived  at http://blogs.lib.purdue.edu/news/category/MGMT/. For more Purdue Libraries news, follow us on Twitter (@PurdueLibraries).

If you would like us to feature your favorite database, send an email to mdugan@purdue.edu.