Data integration methodologies in market research: an overview
Ken BakerKen Baker Associates
INTRODUCTION
Data integration involves the combining of information from two or more separate data sources. The purpose of such integration is to obtain an estimate of the true relationship between any two statistics X and Y which are currently unavailable in single-source form. The major impetus for data integration in Europe occurred in the 1980s with a series of media fusions conducted by such pioneers as Antoine and Santini (1987) and Wendt (1983). In 1989 the Market Research Development Fund commissioned an experiment involving the...