search query: @indexterm COMPARATIVE RESEARCH / total: 215
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| Author: | Walsh, P. |
| Title: | Market research data integration |
| Journal: | International Journal of Market Research
2007 : VOL. 49: 4, p.471-487 |
| Index terms: | market research data analysis surveys comparative research |
| Language: | eng |
| Abstract: | The primary objective of data integration in the market research context is to accurately estimate intersections between variables from different surveys. Standard techniques map data in one direction from one survey on to another. In the present study, it is argued that this is capable of achieving only partial success, and that two intersecting approaches are required. |
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