Cannon, Hugh M.; Williams, David L.; Yoon, Sung-Joon - In: Journal of Business Research 63 (2010) 4, pp. 424-430
In order to quantitatively target media to markets, media planners need a data base that contains both target market membership and media usage variables. In the absence of single-source data, containing both kinds of variables, researchers have sought to synthesize, or integrate, these data...