Simulating Single-Source Data: How It Fails Us Just When We Need It Most
Hugh M Cannon and Brett L Seamons
For a little over a decade, the media research community has carried on a love affair with electronic single-source data (Eskin, 1985; Garrick, 1984, 1986; Stoddard, 1986; Lu, 1987; Sims, 1987; Assael and Poltrack, 1991, 1993, 1994). The reason is simple: Media planners need a method of estimating the relative concentration of product users in media audiences in order to evaluate media vehicle efficiency. Of course, not all media vehicles are of equal importance. Planners are interested in...