Nielsen Scarborough FAQs
For Nielsen Scarborough USA+ and for local consumer insight studies, Nielsen Scarborough surveys more than 210,000 people using a variety of methods, including phone interviews, survey booklets, diaries, and internet surveys.
Nielsen Scarborough uses a two-phase methodology to collect data. The first phase is a randomly dialed phone interview that captures personal demographics plus information on media and internet habits. The second phase includes a self-administered consumer survey booklet and a seven-day television diary; these are mailed to the same person who completed the phone interview.
For more detailed information on the data collection methodology overall and in each market, see the Nielsen Scarborough Client Learning Site.
Nielsen Scarborough advises that any results with fewer than 35 respondents is unreliable. Results with 36 - 74 respondents are relatively unstable. Results with 75 or more respondents are considered reliable.
If a dataset is branded as multi-market, that means the questions have been asked in a minimum of 21 markets so that it represents 80% of the population.
Cities with an asterisk (*) are Nielsen Scarborough Top-Tier Local Market Studies.
|Albany, NY *||Fort Meyers, FL *||Minneapolis / St. Paul, MN *||Spokane, WA *|
|Albuquerque, MN *||Fort Wayne, IN||Mobile, AL / Pensacola, FL *||Springfield, MO|
|Allentown, PA||Fresno, CA *||Monroe, LA / El Dorado, AR||Springfield / Holyoke, MA|
|Atlanta, GA *||Gainesville / Ocala, FL||Monterey / Salinas, CA||St. Louis, MO *|
|Augusta, GA||Grand Junction / Montrose/CO||Montgomery / Selma, AL||Syracuse, NY *|
|Austin, TX *||Grand Rapids, MI *||Myrtle Beach / Florence, SC||Tallahassee, FL|
|Bakersfield, CA *||Green Bay / Appleton, WI *||Nashville, TN *||Tampa, FL *|
|Baltimore, MD *||Greensboro, NC *||New Orleans, LA *||Toledo, OH *|
|Baton Rouge, LA||Greenville, SC *||New York, NY *||Tri-Cities TN-VA|
|Birmingham, AL *||Greenville / New Bern, NC||Norfolk, VA *||Tucson, AZ *|
|Bluefield/Beckley, WV||Harlingen / McAllen, TX *||Oklahoma City, OK *||Tulsa, OK *|
|Boston, MA *||Harrisburg, PA *||Omaha, NE||Waco, TX|
|Buffalo, NY *||Harrisonburg, PA||Orlando, FL *||Washington, DC *|
|Burlington, VT / Plattsburgh, NY||Hartford, CT *||Paducah, KY / Cape Giradeau, MO||Wausau / Stevens Point, WI|
|Cedar Rapids, IL||Hattiesburg / Laurel, MS||Palm Springs, CA||West Palm Beach, FL *|
|Champaign, IL||Honolulu, HI *||Panama City, FL||Wheeling, VW / Steubenville, OH|
|Charleston, SC||Houston, TX *||Parkersburg, WV||Wichita, KS|
|Charleston, WV||Huntsville / Decatur, AL||Peoria, IL||Wilkes-Barre, PA|
|Charlotte, NC *||Indianapolis, IN *||Philadelphia, PA *||Wilmington, NC|
|Chattanooga, TN *||Jackson, MS||Phoenix, AZ *||Yakima / Kennewick, WA|
|Chicago, IL *||Jacksonville, FL *||Pittsburgh, PA *||Youngstown, OH|
|Chico-Redding, CA||Johnstown / Altoona, PA||Portland, OR *||Yuma, AZ / El Centro, CA|
|Cincinnati, OH *||Kansas City, MO *||Portland / Auburn, ME|
|Cleveland, OH *||Knoxville, TN *||Providence, RI *|
|Colorado Springs, CO *||Lafayette, IN||Raleigh / Durham NC *|
|Columbia, SC||Lafayette, LA||Reno, NV|
|Columbia/Jefferson City, MO||Lansing, MI||Richmond, VA *|
|Columbus, OH *||Las Vegas, NV *||Roanoke, VA *|
|Columbus/Tupelo, MS||Lexington, KY *||Rochester, NY *|
|Corpus Christi, TX||Lincoln, NE||Rockford, IL|
|Dallas / Fort Worth TX *||Little Rock, AR *||Sacramento, CA *|
|Dayton, OH||Los Angeles, CA *||Salisbury, MD|
|Denver, CO *||Lubbock, TX||Salt Lake City, UT *|
|Des Moines, IA *||Macon, GA||San Antonio, TX *|
|Detroit, MI *||Madison, WI||San Diego, TX *|
|Duluth, MN/Superior, WI||Medford / Klamath Falls, OR||San Francisco, CA *|
|El Paso, TX *||Memphis, TN *||Santa Barbara, CA|
|Eugene, OR||Meridian, MS||Savannah, GA|
|Evansville, IN||Miami, FL *||Seattle, WA *|
|Flint / Saginaw, MI *||Milwaulkee, WI *||South Bend, IN|
When you look at the data in your presentation, particularly in a table visualization, you'll see columns for Target Persons and Target Households, as well as calculated values for those Target Persons and Target Household numbers.
Figure 22: This table shows columns for Target Persons and Target Households
Survey-style datasets like Nielsen Scarborough often use a technique called weighting to make sure that the relatively small number of actual survey respondents (see the Respondents column) represents the entire population the dataset includes.
When examining your data, we recommend using the value for weighted individuals (Target Persons) in most cases, unless you are explicitly looking at household behavior. In that case, use the weighted household value (Target Households).
Weighting is a complex technique; consult your Nielsen Scarborough representative if you have more specific questions about how the weighted individual and household values are calculated in your datasets.
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