The Application and Validation of Data Fusion

Timothy Bock and Jonathan Jephcott

Data fusion is a process used for the merging of separate surveys conducted with different samples of respondents.
  

The Application and Validation of Data Fusion

Jonathan Jephcott Taylor Nelson Sofres andTimothy Bock School of Marketing, University of New South Wales, Australia

INTRODUCTION

A paradigm has been recently described (Helton 1997) which has users of market research grabbing most of their data needs from surveys lodged on the internet. These data are then combined, analysed and reduced to a form suitable for supporting management decisions, using almost automatic methods. Whether this is descriptive, predictive or simply frightening, it can be confidently asserted that a major issue confronting non-specialised users of survey data...

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