Industry Information
Our Marketing Research Department conducts proprietary annual/bi-annual studies for department, discount, grocery and drug stores in addition to other studies. We also purchase syndicated data and publish annual research pieces for the automotive and travel industries.

Proprietary Studies

C.A.S.H. Study (Continuing Analysis of Shopping Habits)
We have conducted this proprietary survey for more than 25 years. This study offers you a look at retail product performance in San Diego. C.A.S.H. data is collected via telephone surveys to find share of market distribution among retailers and consumer profiles for more than merchandise categories.

Department & Discount Stores Study
Conducted annually, this survey looks at shopping, purchasing, and media behaviors as well as store ratings.

Drug Store Study
This survey looks at shopper traffic, store selection reasons, and shopping frequency for primary and alternative drug stores. Also included are store ratings, shopping behaviors, and media behaviors.

Grocery Store Study
The San Diego Union-Tribune takes an in-depth look at primary and alternative grocery stores, and store ratings as well as shopping, purchasing, and media behaviors.

Home Appliance & Electronics Study
Was added to C.A.S.H. in 2006-2007. This survey takes an in-depth look at the shopping habits of appliance and electronic shoppers along with items purchased.

Home Furnishings Study
Was added to C.A.S.H. in 2006. This study looks at the habits and preferences of San Diego home furnishing and floor covering shoppers and buyers.

Homebuyers Survey
This survey is based off San Diegans who purchased a home in San Diego County within the past two years and who were actively involved in the purchase decision of the home.

Recruitment Survey
As part of the C.A.S.H. study, the Recruitment Survey takes an in-depth look at San Diego's recruitment market. The survey is based off of San Diegans who looked for a job in the past year and includes those who actively looked or just checked to see what's available.


Secondary Research Studies

Automotive Market Study
Furniture Market Study
Home Improvement Market Study
Airline Industry Market Study; Cruise Industry Market Study;
Car Rental Market Study


Research Tools
Here are some of the powerful research tools we offer to assist in making your media buy more effective:

Target Your Preprint Buy
We can help you identify your customers at a ZIP-code level. You tell us the demographics for the market you wish to reach and we'll find the highest concentration of that market segment. We can also identify your customer based on lifestyle characteristics.

Scarborough Report
This reach and frequency software package measures the effectiveness of your media mix against specific target groups and consumer buying habits. This is an excellent, independent resource when evaluating your media buys in terms of reach, frequency, gross impressions, cost-per-thousand and TRPs.

Media-Mix Analysis
We can prepare a detailed look at the reach and frequency of your current media schedule using Scarborough Research. For example, if you're trying to reach San Diego's Hispanic market, as your partner in success, we would recommend a media mix of the Union-Tribune and the top local radio stations to reach Hispanics. As a result, your advertising benefits from the strengths of each media and you reach nearly 75 percent of all San Diego Hispanics.

Database Marketing
We now offer you specialized assistance with direct marketing programs, geographic trade area analysis and database consulting services — extremely helpful when planning your marketing program.