Data integration methodologies in market research: an overview

Ken Baker

Fuelled by ever-increasing computing power, data integration techniques involving the combining of information from two or more data sources have become more widely accepted over the past 15 years or so.
  

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...

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