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...