Connect to Scarborough Arbitron Qualitap
On Campus Only: Enter your Babson username and password. 


Brief Description: Scarborough is a provider of local market consumer information. The Scarborough client base includes: newspaper, radio, television, cable, online services, agencies, advertisers, yellow pages, and outdoor.

Access Restrictions: Students, faculty, staff may use for course-related & scholarly research only, and not for internships or MCFEs.
Alumni and visitors may not use.

Citing Articles
Basic Steps
Interpreting Your Data
Viewing, Printing & Saving
Advanced Users
Scope

MLA Style Examples:

Scarborough Data. Release 1, 2006, NY: Arbitron Qualitap Software, v. 9.0,

2006.

For additional MLA examples, visit the MLA site.

Once you have chosen the report you want to create fill in the boxes that request information:

1. Choose the Market/Survey you want. For example choose the Boston, Feb. 2006 survey. There are over 75 markets from which to choose.
2. All the reports require a Criteria which asks for the group you would like to target (eg. demographics, shopping habits, media watched, lifestyles, etc.)
   If you aren't sure where to find your Criteria, click on the large Search box on the Report Setup screen and type in your keywords.
3. Choose the criteria and click "Add" and when finished click "OK".
4. Fill in the Categories box. What do you want to know about this group (eg. where do they shop, what cars do they drive, etc.)
   Again if you don't know where to find your data click on the Search box on the Report Setup screen and type in your keywords.
5. Some of the reports request other information (eg. TV, radio stations, newspapers read, etc.). Complete these as needed.
6. When you are finished click OK and the report will run.
7. To clear your search and begin a new one go to File....Close

*Note: See below for an example of how to read a Market Profile report.
For interpreting other reports go to Help, Contents and type in "How to read" and find your report name in the list.

Respondents - the number of actual survey participants who:

• Fit the qualitative criteria (if any), and live in the specified geographic area.
• Meet the specified media criteria (i.e. Radio, TV/Cable station, Newspaper) (if any).
• Meet the category's criteria listed directly on the left of the table.

Target Persons - The number of people surveyed who fit the qualitative criteria (if any) and meet the category's criteria listed directly on the left. 

Base Persons - The total number of different people (unduplicated) within the specified geography area and demographic who meet the minimum medium usage requirements.

Coverage Percent (% Left) - This estimate uses the total amount of people who meet the category's criteria, listed directly to the left, as its universe. This represents the percentage of that group of people who also meet the qualitative criteria (if any).

Percent (%) of Target Comp - This estimate uses the total amount of people who meet the qualitative criteria (if any) as its universe. This represents the percentage of that group who also meet the category's criteria directly to the left.

Index - The likelihood of the group of people, listed directly to the left, of meeting the qualitative criteria (if any).

To Print:

1. Choose Print from the top menu bar.
2. Choose Preview.
3. Click the "Magnifying Glass" to enlarge the report to make sure all the data you want is correct.
4. Click the Print icon.

Qualitap software does not allow for exporting to Excel. You may copy and paste into Excel and use our Excel template for Scarborough Q-reports with data headings - paste columns in one by one.

You may copy and paste into Excel and use our Excel template for Scarborough Q-reports with data headings -

For more advanced use of Scarborough features, you may press the <F1> keyor click Help....Contents or click Help....Glossary at any time during your search.

There is an online "User's Guide" - click Arbitron Training, (once in,  go to Software Support....User Manuals....Qualitap). You will need to register to use it.

Scarborough is a provider of local market consumer information. The Scarborough client base includes: newspaper, radio,  television, cable, online services, agencies, advertisers, yellow pages, and outdoor. Over 75 local markets (DMAs) are measured and the categories surveyed are consumer retail shopping behavior, product consumption, media usage, lifestyle behavior and  demographics. Data is available from 2001 through early 2006 depending on the city. Scarborough uses Arbitron's Qualitap software to generate the following reports:

Quick Report allows you to save time by providing a quick, easy to view profile of a market including graphs. Use Excel data template to copy and paste columns into Excel.

Profile Report gives a snapshot of the lifestyles and habits of a specific target market. This target market can be specified by the user, whether by media use (radio audience, television audience, newspaper readers) or a particular socioeconomic group (age, gender, marital status, employment status, etc).

Crosstab Report classifies several groups of individuals at one time to compare and view duplication effects whether it is between each group, media or broadcast.

Media Ranker Report puts media reach information into Cumulative or Ranker reports (radio, television, newspapers).

Schedule Report provides a worksheet that combines various proposed schedules of media and cost. This report allows you to determine insertion spots (rates, reach, frequency, impressions per 1000), GRPs, total reach cost, CPM exposure costs, or CPM impressions.

Updated February 11, 2008
By  Nancy Dlott