science

Scarborough Research

Scarborough Research is a science topic covered in the lgStudy science library. This page brings together a partial reference excerpt, illustrations, worked examples, real-world applications and a short study plan, so you can understand Scarborough Research rather than just read about it. In short: Scarborough is a United States–based market research company that measures shopping patterns, media usage across platforms, and lifestyle trends of adults. Specializing in local and national consumer research, Scarborough measures over 100 local markets in the United States.

Key takeaways

Scarborough Research belongs to science; place it in that map before memorising details.
Learn the definition first, then one example that makes the definition concrete.
Connect Scarborough Research to a quantity you can measure, compute or draw — that is where exam questions come from.
Reproduce the core statement of Scarborough Research from memory before moving on to harder problems.

Reference excerpt

Scarborough is a United States–based market research company that measures shopping patterns, media usage across platforms, and lifestyle trends of adults. Specializing in local and national consumer research, Scarborough measures over 100 local markets in the United States. Scarborough is headquartered in New York City.

Company Scarborough is a joint venture between The Nielsen Company and Arbitron. Scarborough began as a subsidiary of VNU and was merged with Birch Radio in 1987. VNU then sold 50% of interest in Scarborough to Arbitron in 1992. VNU was renamed as the Nielsen Company in 2007. Scarborough's major services include:

Local market studies in over 100 markets. A multiple market study that combines data from the local markets measured into one database. A national consumer study. Newspaper audience ratings for print readership, website audience, and the integrated or total audience (print and online) for newspapers across the U.S. Hispanic consumer research. Analytics and custom research using internet panels, re-contact studies, segmentation analysis, and branding studies. The ability for clients to combine select Top-Tier Local Market Studies into one database. Marketing data on sports fans, teams, and leagues. Customized research about kids, teens, and their parents. Customized research reports, presentation, and analyses.

Methods Scarborough uses a 3-part survey with over 210,000 respondents. Industries served include print, digital, radio, broadcast TV, cable TV, out of home, agency and sports marketing. Scarborough’s Top-Tier Local Market Studies, newspaper audience ratings, and multiple market and national studies are accredited by the Media Rating Council (MRC). As of 2013, Scarborough research interviewers were not empowered to remove contacted individuals from their lists on request, citing privacy concerns, leading to complaints from an antagonized pool of potential respondents. In Q4 of 2015, that policy was changed.

Scarborough Sports Marketing Scarborough Sports Marketing is the Sports division of the overall brand of Scarborough. This division measures purchasing habits of sports fans for teams, leagues, marketers and media professionals. The data gathered by Scarborough is used by clients to learn more about and assist with corporate sponsorships, fan development, merchandising, promotion, competitive information, ticket sales, marketing, media selling, media placement and schedules. Scarborough’s studies are used to determine information on local and national markets throughout the United States.

Sports categories measured Avidity/Level of interest by League or Sport Sporting Events attended by League, Sport or Team Number of Games attended in the past 12 months by League or Sport Sports Programs watched (TV, Radio, Cable) by League, Sport/Team/Event Currently Purchase/Interested in Season Tickets to Local Sports Team Sports Apparel bought by Team/League Logos Amount Willing to Spend for a Ticket by League Online Behaviors relating to Sports Logo Apparel, Fantasy Sports, Sporting Tickets, Sports Scores/Updates, and Major League Professional Team Websites

See also Nielsen Company Arbitron Audience measurement Birch ratings Newspaper Consumer research

Notes

External links

Worked examples

Example 1 — a first encounter with Scarborough Research

Start with the simplest possible case. Write down what Scarborough Research claims or describes in one sentence, then invent the smallest concrete situation in which that sentence is true. In science, the smallest case is usually a single object, a single equation or a single measurement. Check that every symbol or term in your sentence has a meaning in that case.

Example 2 — changing one variable

Take the situation from Example 1 and change exactly one quantity: double it, halve it, or set it to zero. Predict what should happen to Scarborough Research before you calculate. Comparing your prediction with the result is the fastest way to find out whether you understand the idea or only the words.

Example 3 — an exam-style question

Typical questions about Scarborough Research ask you to (a) state it precisely, (b) apply it to given data, and (c) explain a limitation. Practise writing all three answers in under five minutes; the third part is what separates a full-mark answer from an average one.

Applications of Scarborough Research

In research: Scarborough Research appears in science research whenever the underlying quantities have to be modelled precisely. Papers usually cite it as a starting assumption and then explore where it breaks down.
In technology and industry: Engineering practice reuses Scarborough Research in design rules, simulations and safety margins. Knowing the idea lets you read a specification sheet and understand why the numbers look the way they do.
In the classroom: Scarborough Research is common in secondary-school and first-year university syllabi. It links to neighbouring topics Audience measurement, Companies based in New York City, Market research companies of the United States, so understanding it makes those chapters shorter.
In everyday life: Look for Scarborough Research outside the textbook — in sport, cooking, traffic, electronics or the sky above you. An example you found yourself is remembered far longer than one you were given.

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How to study Scarborough Research in 20 minutes

Read the reference excerpt below once, without taking notes.
Close the page and write down what Scarborough Research means in your own words.
Compare your version with the excerpt and mark what you missed.
Work through the three examples above with pen and paper.
Explain Scarborough Research out loud to somebody else — or to Teacher Smith in the lgStudy chat.

Frequently asked questions

What is Scarborough Research in simple terms?

Why does Scarborough Research matter?

Because it connects several science ideas at once: it gives you a definition you can apply, a quantity you can calculate, and a way to check whether a result is plausible.

How should I study Scarborough Research?

Read the excerpt, restate it from memory, then work through the examples and applications listed on this page. The five-step study plan above takes about twenty minutes.

What does this page cover?

It gives you a compact reference excerpt plus original lgStudy explanations, examples, applications and study material on Scarborough Research.