The design and precision of data-fusion studies

Fusion is the linking of two survey datasets by pairing up similar respondents and joining their data records, in order to be able to cross-analyse outputs from one survey with those from the other.
  

The design and precision of data-fusion studies

Trevor SharotAGB Nielsen Media Research

INTRODUCTION

Fusion is the linking of two surveys, A and B, at respondent level. In its simplest form, each respondent in A is matched with a 'similar' respondent in B and their two data records are joined together; the resulting fused dataset may then be analysed as a 'quasi-single-source' survey. Frequently, to capture both A and B data in a true single-source survey is unachievable, either on grounds of cost, respondent burden, or conflicting client interests. Fusion, then, provides the only opportunity to create a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands