Marketing and research today (August 1994)

Date of publication: August 1, 1994

Author: ESOMAR B.V.


Fusion techniques have traditionally used common variables, such as demographics to match individual respondents on one survey to those on another. By such matching, it is argued that behavioural information only available on one survey may be transferred to the other to create a quasi single-source data set. Clearly such a fusion process is heavily dependent on the power of the common variables to act as good predictors of the behavioural information which is transferred.

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