Scarborough Research provides data and market research information to members of the press for editorial purposes. Scarborough's research data shared with reporters is not intended to be used for the sale of advertising. This section will provide you with a brief tutorial about how to read Scarborough data.
Ways to use Scarborough's research data in your story.
Our data lends itself to editorial as we can give you the hard numbers to help support your argument. Use Scarborough to:
- Incorporate statistics into the text of a story
- Emphasize important facts and figures with charts and graphics
- Include expert commentary from any of our experts. Scarborough has a full roster of executives whose expertise in sociology, retail behaviors, sports marketing and multiple other business categories.
Sourcing Scarborough's research data
There are several ways to source Scarborough's research data:
- If you are including a number as part of the editorial of a story, you can refer to Scarborough in text. For example, “According to Scarborough Research, 45% of Internet adults with broadband connections at home shopped for airline tickets online in the past year.”
- If you are including several Scarborough statistics in a call-out box or other graphical representation, please cite Scarborough Research as your source. In order to be comprehensive, it’s advisable to also list the study and data collection dates. For example: SOURCE: Scarborough Research, Scarborough USA+ Release 2 2009 (12 months)
- Definitions: If you want to include definitions for Index, Target Percentage or any other measurements, you can use those listed below.
Upon your request for Scarborough's market research data, our team of research analysts will compile a report into a Microsoft Excel spreadsheet. The graphic below describes how to read the spreadsheet.