Data fusion: an appraisal and experimental evaluation1

Foreword

Ken Baker
Ken Baker Associates
Paul Harris
Then NOP Market Research Ltd
John OBrien
British Market Research Bureau

Proceedings of the Market Research Society Conference 1989

INTRODUCTION

To the uninitiated data fusion might sound like major market research fraud. How do you react to the proposition that two different sample surveys covering different subject areas with different respondents can be statistically joined together? The respondents in the resulting data set will have all the answers to all the questions in both the original surveys. Your first reaction will probably be cynical disbelief.