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Welcome to Database of the Week.  This feature from the Roland G. Parrish Library of Management & Economics is intended to give you a brief introduction to a database that you may not know.  These weekly snapshots will have only basic information about our most relevant and beneficial online resources, and hopefully tempt you to explore.  Feedback is always welcome.  If you have a suggestion for a database or research topic that should be covered, please let us know.

This Week’s Database:  Mediamark Reporter, from GFK Mediamark Research & Intelligence.

Find it:www.lib.purdue.edu/parrish, under the column named Collections, click on List of Business Databases.

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

Try this: Mediamark Reporter works in Internet Explorer. If it’s your first time, you’ll have to create an account using your Purdue email and a password of your choosing.  After you login and get to the database called MRI+, you can explore the choices, but click on Mediamark Reporter in the banner so see the tables and statistics. If your 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.  Click here to see the basics of selecting options in Mediamark Reporter.  For personalized assistance with navigating this database, send a request to parrlib@purdue.edu.

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

Why students should know this database:  A marketing plan should include data on user preferences.  This kind of information is also included in SimplyMap 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: Paid annually by the Libraries.


Database of the Week comes to you from the Roland G. Parrish Library of Management & Economics. If you would like more information about this database, or if you would like a demonstration of it 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 promote your favorite database, send an email to mdugan@purdue.edu.