Data fusion is a process for combining two or more surveys to form a database that can be analysed as if it came from a single survey. The usual method for doing this is to match or marry each respondent on one survey, the recipient survey, to a respondent on the other survey, the donor survey, by choosing the donor who appears to be most similar in terms of the common variables, i.e., those items which are covered by information that is on both the surveys. These common variables can be divided between cell and non-cell variables.
Testing data fusion
Catalogue: Seminar 1988: Media And Media Research
Author: James Rothman
June 15, 1988
Enhancing media survey value through data fusion
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Michael M. Brown
June 15, 1991
The end of fusion fear?
Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Author: Alfred E. Bronner
September 1, 1990
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