This course guide was created for COM 3390: Media Audiences and COM 8322: Audience Analysis. For your assignment, you will need to draw on and analyze data sets that measure audience media use. Please use the resources below to search for and obtain this data.
Gfk MRI+ conducts national consumer surveys gathering data on buying and media consumption habits. Their data can be used to do competitive analyses of brands, pinpoint the demographic and media habits by product use or lifestyle behaviors, or identify the media consumption patterns of demographic groups.
Note: To access you MUST register with your Villanova email address and create a password. It is CASE SENSITIVE. Our license agreement PROHIBITS QUOTATIONS from Media Mark data in ANY PUBLICATION.
**For specific outlets/sectors/programs and audience data, click Mediamark Reporter on the top right of the the MRI+ homepage (circled in red below) once you have logged in.**
Mediamark Research has produced a print guide to searching and interpreting MRI+ results. For video tutorials, please see Business Librarian Linda Hauck's topic guide.
Pew Research Center
"The Pew Research Center is a nonpartisan "fact tank" that provides information on the issues, attitudes and trends shaping America and the world. It does so by conducting public opinion polling and social science research; by reporting news and analyzing news coverage; and by holding forums and briefings. It does not take positions on policy issues." Annenberg Public Policy Center
Research and data sets on political communication, information and society, media and children and health communication. Registration required for some data sets. Statistical Insight (ProQuest)
Indexing and abstracting (with select full text from 2007) of statistical resources from U.S. state government, business and research institute statistical publications. Tables for U.S. government and business reports. Inter-University Consortium for Political and Social Research (ICPSR)
Kaiser Family Foundation
Inter-university Consortium for Political and Social Research (ICPSR) offers several time series and other types of aggregate data that consist mainly of raw data derived from surveys, censuses and administrative records. The data holdings contain studies and files that cover a wide range of social science areas such as population, economics, education, health, social and political behavior, social and political attitudes, history, crime, aging, and substance abuse. Click here
for searching tips.
Private health care policy and advocacy organization that conducts primary research including surveys, case studies and focus groups on media and health. Disseminates news and reports conducted by others related to health and media such as television, advertising, public education campaigns, internet and social media. Polling the Nations
The database includes 18,000 surveys and 600,000 questions on more than 7,000 topics. Scope is international, from the United States to more than 100 other countries. Roper Center for Public Opinion Research
The Roper Center is to collect, preserve, and disseminate public opinion data; to serve as a resource to help improve the practice of survey research; and to broaden the understanding of public opinion through the use of survey data in the United States and around the world. MRI University Internet Reporter
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage. Only currently enrolled faculty, students and staff may use this resource for academic research and teaching. Commercial use of this data is not permitted.
Registration with a Villanova email address is required. Follow these registration instructions
Get Nielsen ratings from TVbytheNumbers.com.
Search Nielsen for media data reports and trends (note only clients have full access to their ratings).
For cable data, ratings, demographics, and more, check the Cabletelevision Advertising Bureau.
The Television Bureau of Advertising (TVB) is the trade association for commercial television and provides media measurements, analyses, and media comparisons.
More Web Sites
adViews: Digital archive
AdViews is a digital archive of thousands of vintage television commercials dating from the 1950s to the 1980s. These commercials were created or collected by the ad agency Benton & Bowles or its successor, D'Arcy Masius Benton & Bowles (DMB&B). Founded in 1929, Benton & Bowles was a New York advertising agency that merged with D'Arcy Masius McManus in 1985 to form DMB&B. Major clients included are Procter & Gamble, Kraft, Schick, Vicks, and Post, among others. Commercials will be added in phased batches over several months in 2009. The commercials are a part of the D'Arcy Masius Benton & Bowles Archives found at the John W. Hartman Center for Sales, Advertising & Marketing History in Duke University's Rare Book, Manuscript, and Special Collections Library. Maynard Institute
For 30 years, the Robert C. Maynard Institute for Journalism Education (MIJE) has helped the nation's news media reflect America's diversity in staffing, content and business operations. Through its professional development programs, the institute prepares managers for careers in both business -- and news -- sides of the journalism industry. Commercial Closet
GLAAD’s Advertising Media Program, incorporating The Commercial Closet Association, is a program of the Gay & Lesbian Alliance Against Defamation (GLAAD). GLAAD is dedicated to promoting and ensuring fair, accurate and inclusive representation of people and events in the media as a means of eliminating homophobia and discrimination based on gender identity and sexual orientation. On the Media
The official webpage of the NPR radio program, On the Media. "On the Media explores how the media 'sausage' is made, casts an incisive eye on fluctuations in the marketplace of ideas, and examines threats to the freedom of information and expression in America and abroad. For one hour a week, the show tries to lift the veil from the process of "making media," especially news media, because it's through that lens that we literally see the world and the world sees us." The Living Room Candidate
The Living Room Candidate contains more than 300 commercials, from every presidential election since 1952, when Madison Avenue advertising executive Rosser Reeves convinced Dwight Eisenhower that short ads played during such popular TV programs as I Love Lucy would reach more voters than any other form of advertising. This innovation had a permanent effect on the way presidential campaigns are run. From the Museum of the Moving Image.
Citing Your Sources in APA Style
Even though you have been using APA style for the past 4 years, you may be full of dread at the thought of writing your reference list. The library is here to help!
Whether writing your reference list by hand or proofreading a Refworks bibliography, you will definitely need to have the APA rules on hand. Check out the resources below:
- If you find the Publication Manual confusing or scary (or both), try the APA Online Tutorial. This video guide is clear and easy to watch. It gives a thorough overview of how to format your paper and cite your sources.
- For those trickier scenarios (how do I cite my class notes? how do I cite a blog post?), try searching the APA Style Blog. This is another official APA site, so it is an authoritative source.