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A combined research, with information on both print reach and internet reach, could be created by setting up a research that contains information
about print reach as well as internet reach. Nevertheless, this is not cost efficient. An alternative method is to complement the print research with
information about the internet reach. This is done by a mathematical technique that uses overlapping information, i.e. information from both
analyses. This technique is called Data fusion.
Data fusion combines the information of two analyses by using overlapping information. We used one of the data fusion techniques for generating
combined print and internet data. This data fusion technique is related to a well-known statistical technique named “Imputation”. Imputation is used for
complementing data in a dataset. Basically, the print research can be seen as a research that misses some data.
The data fusion method consists of two sequential steps. At first, econometric models need to be estimated, based on the respondent data of
the internet research. Secondly, these models need to be applied on the respondents of the print research. Since the dataset contains a large
amount of websites, both steps are accomplished fully automatically.