Simulating Single-Source Data: How It Fails Us Just When We Need It Most
评估了将产品使用数据与电视媒体数据关联的模拟方法，发现虽然整体准确，但显著低估了选择性节目观众中产品用户的集中度，质疑了该方法及相关数据融合技术的可靠性。
When single-source data are too expensive, or otherwise not available, efficient media planning requires an effective means of linking product usage and media audience data sets if media planners are to target their media efficiently. This paper evaluates the simulation approach as a method of linking product usage with television media data. It shows that, while the approach is very accurate on the whole, it significantly underestimates the concentration of product users in the audience of selective programs. The results not only bring into question the use of the simulation approach in various media and market analysis models, but it also raises concerns regarding related methods, such as the much touted data fusion approach.