Polk Dataset attributes

The available attributes can vary depending on your company's IHS Polk subscription, and can also vary depending on whether you are using the New Registrations or Used Registrations dataset.

  Attribute or filter name Description Available in New Registrations Available in Used Registrations
Polk base attributes Dealer Count (number) The number of dealers
New Registrations (number) The number of new car registrations  
Used Registrations (number) The number of used car registrations  
Dealer-related filters Dealer A concatenation of the Dealer Name and Dealer Address attributes (useful to find dealers with similar names)
Dealer Address A dealer's street address
Dealer City A dealer's city
Dealer DMA Code A dealer's DMA code
Dealer DMA Name The name of the DMA where the dealer is physically located. Use this attribute when you want to see all of the registrations attributed to a dealer in the specified DMA, or to all dealers in a DMA, regardless of where the car actually is. (This is useful as part of a "pump in, pump out" scenario.)
Dealer Name A dealer's name
Dealer State The name of the state where the dealer is physically located. Use this attribute when you want to see all of the registrations attributed to a dealer in the specified state, or to all dealers in a state, regardless of where the car actually is. (This is useful as part of a "pump in, pump out" scenario.)
Dealer ZIP Code The ZIP Code where the dealer is physically located. Use this attribute when you want to see all of the registrations attributed to a dealer in the specified ZIP Code, or to all dealers in a ZIP Code, regardless of where the car actually is. (This is useful as part of a "pump in, pump out" scenario.)
Latitude The map coordinates of a dealer
Longitude
Purchase-related filters Date The date of the registration. This is a required attribute that is set to Rolling Year to Date (RYTD) by default. You can also use the Current Year to Date (CYTD) or build a custom date range.
Make The make of the registered car
Model The model of the registered car
Model Year The model year of the registered car
Segment The segment the registered car belongs to
Demographic-related filters Age The age of the car buyer
Ethnicity The ethnicity of the car buyer
Gender The sex of the car buyer
Income The income level of the car buyer

 

Where does the demographic information come from? Is it reliable?

Demographic information can be a great way to glean more insight into car purchase trends. Be aware, though, that -- as is the case for all demographics -- the age, income, gender, and ethnicity attributes are often the result of best-faith estimates, self-reporting, or both. IHS Polk uses a third-party provider to extract demographic information for each registration.

The methodology for assigning demographic information to a registration is as follows:

  • Age and income are modeled "head of household" data that are based on the name and address given on the title and registration.
  • Ethnicity is derived from the first name, last name, and ZIP Code on the title and registration.
  • Gender is assigned based on the honorific (Mr., Mrs., Dr., etc.) used on the title and registration:
    • When the title includes both Mr. and Mrs. (for example, Mr. and Mrs. Chris Smith), the first honorific is used. This is especially important in cases where the name can be either male or female. In this example, the registration's gender attribute has a value of male.
    • When the honorific is Dr. and the name can be either male or female (again, Dr. Chris Smith), the registration gender has a value of unknown.

     

Related information

Polk New Registrations & Polk Used Registrations

Polk Data Collection and Methodology

Using IHS Polk datasets: FAQs


© 2016, Rhiza, Inc. All rights reserved. Last updated February 16, 2017 01:03:18 PM.

Legal Information