How to Read Scarborough Data

How is Scarborough data collected?

Scarborough Research™ surveys 220,000 adults in the United States each year. Our survey is a two-step process: a randomly-dialed telephone interview followed by a mailed, self-administered questionnaire and television diary. Generally, the telephone interview covers basic demographic and media questions. The questionnaire covers shopping patterns, lifestyles and household information. We conduct our research 52 weeks a year which means that our measurements are continuous. For more information about Scarborough Methodology, download our Methodology PDF (545k)