Purdue Libraries and School of Information Studies News

Parrish Library Database of the Week: Mediamark Reporter

February 26th, 2016

Welcome to Database of the Week, a feature from the Parrish Library. Each of these weekly snapshots will give you a very brief introduction to the basic features of one of our specialized subscription databases. This week’s database is Mediamark Reporter brought to you by GfK Mediamark Research & Intelligence, LLC.

Link: http://guides.lib.purdue.edu/businessdatabases is the alphabetical list of the databases specially selected for those in a business program of study. Access the databases off-campus with your Purdue login and password.

Focus: Mediamark Reporter provides information on demographics, lifestyles, product and brand usage, and advertising media preferences reported by a sample of over 25,000 United States consumers.

Search: If it is your first time using Mediamark Reporter, you will have to create an account using your Purdue email and a password of your choosing. In this database you can find out which population groups are the best potential markets for a product or service. The best target groups have scores of 100 or higher in the Index column.

Click here to see the basics of searching Mediamark Reporter or try our Guide on the Side with this link.

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

Why should students 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.

Cost: $2,000.00, 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.  Also let us know if you know of a colleague who would benefit from this weekly feature.

Since usage statistics are an important barometer when databases are up for renewal, tell us your favorite database, and we will gladly promote it. Send an email to parrlib@purdue.edu