Market research data integration - coming to intersections from two directions

Peter Walsh

The fundamental objective of data integration in the market research context is to accurately estimate intersections between variables from different surveys.
  

Market research data integration – coming to intersections from two directions

Peter WalshTelmar Group

INTRODUCTION

Data integration is becoming as important in market research (MR) today as it has been for some years in information technology. In the IT context, data integration involves bringing together business information streams – typically as parallel time series – to enable monitoring of trends and analysis of relationships. In modern systems, input streams are often displayed on a 'dashboard' user interface, conjuring up the image of managers piloting their organisations up rivers of data.

Of course, this particular form of data...

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