Scarborough Methodology - Nielsen

M E T H O D O L O G Ywe are the american consumer.scarborough’s methodology accurately captures who we are.

M E T H O D O L O G YScarborough's Use of the Internetfor Collecting DataScarborough Internet Survey Application (SISA) was offered andtested in 17+ markets and is expanding to the remaining marketsin Release 2, 2012. This advancement gives respondents theopportunity to complete their survey booklets online instead offilling out the paper booklets.Sample Balancing and WeightingData is weighted and projected to adults age 18+ in each localmarket. Balancing variables include geography, age withingender, household size, education, race and Hispanic ethnicity(where applicable).hispanic or Black/African Americanmethodology and differentialsurvey treatmentsIf a local market has 7.5% or more Hispanic or Black/AfricanAmerican populations, or if there are 250,000+ Hispanic orBlack/African American adults age 18+ in a local market, thatmarket receives Differential Survey Treatments (DST).To make sure we accurately reach both English and Spanishspeaking Hispanics, we use DST treatments such as:• Bilingual interviewers• Bilingual materials and higher incentives with mailings ofbooklets and diaries• Additional contacts asking to return materials• Hispanic sample balancing and weighting- Hispanic origin- Spanish language dominance (selected markets)• Spanish toll free number• Spanish website (mivaliosaopinion.com)facebook.com/ScarboroughResearchinfo@scarborough.comscarborough.com@ScarboroughInfo3DMA is a trademark of Nielsen Media Research. 10/12