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Essay / Research Paper Abstract
This 4 page paper compares and contrasts Mediamark and Simmons Market Research Bureau looking at the similarities and differences in the way the compete, the products and services they offer and their capabilities. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEmediasm.rtf
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Unformatted sample text from the term paper:
US research companies; Mediamark and Simmons Market Research Bureau it is possible to contrast and compare the way they compete, the services they offer and their capabilities, looking at both
similarities and differences. There are many similarities, both companies are offering similar products and are seeking to compete by way of differentiation, they are both keen to extol
their use of the media and technology and both produce reference surveys on US consumers. Simmons is now part of the Experian group of companies, but has been in
been in existence for over 50 years. The company collects a large amount of detailed data, including the information from 460 product categories and information concerning more than 8,000 brands.
The data is then correlated in order to create consumer profiles with more than 600 different consumer characteristics that have been identified and linked to all types of media genre.
The data collected incorporates brand attitudes, general attitudes, lifestyles and media preferences. The core product that the company offers is the Simmons National Consumer Survey (NCS). This is correlated
form more than 25,000 adults, there have been changes in the way that NCS is prepared with the development of syndicated research which has the aim of measuring and presents
results on all adult Americans, including the Latino and Hispanic populations both English and Spanish speaking, in a single database. Data is also collected on teenagers. There is also the
collection of transactional data from companies such as AOL, Nielsen Media and Master Card which is combined with the behavioural data the company already has in order to develop new
segmentations systems and the development of software system in order to search and map the data. One of the new ways of segmenting the population is by way of the
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