The application and validation of data fusion

Article Abstract:

Researches have been conducted to arrive at a single or unified database that enables multi-media planning and measurement of program ratings for a distinct buyer-related target groups. Data fusion allows advertisers to select the most appropriate vehicles to reach their target market and assists them in the strategic marketing, advertising, brand management and media planning of their products. Empirical results of tests conducted on the validity of the fusion process reveal that the technique will be used routinely for future data base integration processes.

Data Processing, Usage, Information services, Databases, Market surveys

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Transnational consumer cultures and social milieus

Article Abstract:

A socio-aesthetic market segmentation model, which determines transnational consumer cultures while taking into consideration regional or national peculiarities, is presented. The model is based on the Everyday-Life approach which integrates the three planes of everyday life, namely, way of life, basic values and structures in consumer society. The Everyday-Life approach is a global strategy that improves the accuracy of target group marketing measures.

Market Research, Methods, Models, Marketing research, Market segmentation

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