The Application and Validation of Data Fusion

Jephcott, J. St. G.; Bock, Timothy

doi:10.1177/147078539804000301

Cited by 14 publications

(5 citation statements)

References 7 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Regression to the mean has been detected in several actual fusions by means of 'folding' (see Jephcott & Bock 1998). In the case of media selectivity indices, its effect is to drive the indices towards 100.…”

Section: Regression To the Meanmentioning

confidence: 99%

The design and precision of data-fusion studies

Sharot

2007

International Journal of Market Research

View full text Add to dashboard Cite

Section: Regression To the Meanmentioning

confidence: 99%

The design and precision of data-fusion studies

Sharot

2007

International Journal of Market Research

View full text Add to dashboard Cite

“…And what might be the future for data fusion? While Jephcott and Beck (1998) see this as a core technique, which 'will be used on a routine basis for combining databases in the future' to improve marketing efficiency, it is a complex concept, difficult to explain to a senior marketing executive, and as the authors state: 'Unlike many other statistical techniques, data fusion methodologies generally do not contain much in the way of internal validity checks, creating the real possibility that decisions will be made using a fused database which does not represent validity.' In other words, a highly dangerous tool when in the wrong hands.…”

Section: Rule No 6 the Challenge Lies In Data Fusionmentioning

confidence: 99%

The Marketer Researcher's Manifesto

Baker

Mouncey

2003

International Journal of Market Research

View full text Add to dashboard Cite

This paper advances the debate concerning the future of market research by presenting nine new rules to guide thought and action in a period of transition. These become the market researcher's manifesto for change. First, they describe the new marketplace emerging as we shift from a productiondriven to a consumption-led economy. In response, marketers have shifted their focus of activity from completing transactions to building relationships. This context then provides the background for discussion about the role of the market researcher.

show abstract

“…An important issue in data fusion is to measure the quality of the fusion; this is not a trivial problem [6]. We can distinguish between internal evaluation and external evaluation.…”

Section: Data Fusion Evaluation and Deploymentmentioning

confidence: 99%