Abstract:
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In 2010, Telmar introduced several versions of a US population respondent data set with a product called CENTAB: just demographic data, based on American Community Survey by Census Bureau; demography, fused with information about consumer expenditures and time usage (based on Consumer Expenditure Survey and American Time use survey by Bureau of labor statistics respectively; the later project is in progress). These data sets consist of millions of respondents. Telmar software supports thousands of proprietary and syndicated surveys which can be used for these custom data integration. Telmar clients, who either own these proprietary studies or are subscribers to these syndicated surveys, can commission Telmar to perform the custom integration. These surveys, with tens of thousands respondents each, are delivered by different research vendors. All these surveys provide countless opportunities to make deep data analysis, and, particularly, apply special causal models, intended to go beyond simple cross-tabulation into better understanding of the relationships between media, demography and brands consumption. This paper is about these novel methods and results of their applications on
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