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Abstract
This paper proposes a general method for synthesizing single-source databases by combining data from multiple independent studies. It illustrates the method by showing how it can be used to estimate target-market ratings for television media, where the target market is defined by product-usage data. Television ratings services typically provide little or no product-usage data for audience members. The proposed method overlays product-media selectivity indices from sources such as Mediamark Research, Inc. (MRI) or Simmons Market Research Bureau (SMRB) onto ratings data from Nielsen. These produce a combined estimate of television ratings for users of a particular product category.
