File grafting in market research

Roser Rius, Tomàs Aluja‐Banet and Ramon Nonell

Applied Stochastic Models in Business and Industry, 1999, vol. 15, issue 4, 451-460

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.

Date: 1999
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https://doi.org/10.1002/(SICI)1526-4025(199910/12)15:43.0.CO;2-C

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Persistent link: https://EconPapers.repec.org/RePEc:wly:apsmbi:v:15:y:1999:i:4:p:451-460

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