top of page Skip to main content
Ekstrom Library

Business: Databases

Subject Guide for Business

Company Profiles and Directories

GfK MRI’s Survey of the American Consumer™

GfK MRI’s Survey of the American Consumer™ includes product / service / brand usage data collected semi-annually from a national probability sample of 25,000+ households. Tables include a "total" column which provide demographic and media usage habits for households and heads of households.

Access to the data is limited to UofL faculty, staff, and students who hold valid UofL user accounts, agree to use the confidential and proprietary data solely for academic and research purposes, and accept MRI+'s other individual license terms. 

APA Citation Example for MRI University Reports:

MRI-Simmons. (2020, Spring). Diet Coke drank in last six months. [Base: Adults] [Data set].

Discover. Create. Succeed.