Why do you ask personal questions?
Scarborough's interviews are kept strictly confidential. Protecting the privacy of our respondents is one of our major concerns. This means that we will never reveal your identity or sell your telephone number to someone who wants to sell you something. We do not report any of the information we collect to any government agency. None of Scarborough's clients are government related. We always combine the answers of many households in our reports so that no individual household is ever recognizable.

The personal questions we ask (age, income, race/ethnicity, etc.) help to give us an idea of what types of services appeal to different people. For instance, a major newspaper in your area can tell how many people in your area read the newspaper, shop at the local mall, have attended college, etc. All the information you give us is absolutely confidential.