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File grafting in market research
Author(s) -
Rius Roser,
AlujaBanet Tomàs,
ll Ramon
Publication year - 1999
Publication title -
applied stochastic models in business and industry
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.413
H-Index - 40
eISSN - 1526-4025
pISSN - 1524-1904
DOI - 10.1002/(sici)1526-4025(199910/12)15:4<451::aid-asmb408>3.0.co;2-c
Subject(s) - computer science , product (mathematics) , process (computing) , control (management) , consumption (sociology) , space (punctuation) , data mining , mathematics , artificial intelligence , social science , geometry , sociology , operating system
Abstract We present a statistical methodology, which we call File grafting , to visualize information coming from two independent data sets. For this purpose it is necessary that both data sets share a certain group of variables defining a common space which act as a hinge between the two data sets. Moreover, certain conditions should be fulfilled to control the whole process and interpret the issued results. Finally, we apply this methodology to assess the efficiency of an advertizing campaign of a product, visualizing together the TV audience of the corresponding spots and its relative change in consumption. Copyright © 1999 John Wiley & Sons, Ltd.