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FALL TERM 2024 • MARKET RESEARCH • FSH / MKT 3810 SECTION 25
Alison M. Wolfe, MBA, MS, PhD, Professor

«SUGGESTED REFERENCE / DEMOGRAPHICS, MEDIA HABITS, AND PSYCHOGRAPHICS«

Ipsos Mendelsohn
GFK MRI “This syndicated research partner is best used for luxury brands looking for insights
“To identify your targets, define audience segments, psychographics, attitudes and into their audiences and developing media and communication strategies. Ipsos
consumption habits this syndicated research partner surveys more than 20,000 specializes in surveying Affluent Americans (HHI $100k+) every year with a sample
Americans across the country throughout the year” of over 13k respondents”

Media Audit Neilsen Scarborough
“Media Audit’s syndicated service measures 106 local markets in terms of audiences “For regional environment and target audience information this syndicated research
demographic profiles and media consumption behavior” partner conducts more granular surveys within all US DMAs”

«SUGGESTED REFERENCE / ONLINE BEHAVIOR «

comScore Google Analytics
”This syndicated service measures online behaviors and websites. By providing site “Google’s analytical services generate detailed statistics and insights about a website’s
rankings and demographics, comScore allows for attitudinal and behavioral targeting traffic, usability, conversions, and sales. It helps provide insights and feedback about
as well as campaign measurement in terms of reach and frequency delivery” the performance of your website, and in conjunction with other Google tools, can also
help improve SEO, SEM, and other outbound marketing tactics that drive to your
website”

Sizmek
“State-of-the-art technology traffics online creative as well as metrics reporting for
digital campaigns.”

«SUGGESTED REFERENCE / CONVERSATIONS «

BurrellesLuce Cision
“An editorial coverage monitoring service that tracks brand mentions and “The world’s largest media database, Cision allows us to monitor and analyze
conversations on all forms of online, print, and broadcast media.” conversations, mentions, and sentiment on more than 150 milllion blogs, forums,
video- and image-sharing sites, and forms of social media including Facebook, Twitter,
and LinkedIn.”

SM2
“A global social media monitoring tool that provides visibility and tracking of your
target audiences’ online conversations about all brands in your category. SM2 collects
social media data across geographies, languages, and platforms to help provide market,
brand, product, and competitive insight.”

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