A Direct Approach to Data Fusion

Vol. XLIII (February 2006), 1– 1 © 2006, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Zvi Gilula is Adjunct Professor of Statistics, Department of Statistics, Hebrew University (e-mail: [email protected]). Robert E. McCulloch is Sigmund E. Edlestone Professor of Econometrics and Statistics (e-mail: [email protected]), and Peter E. Rossi is Joseph T. and Bernice S. Lewis Professor of Marketing and Statistics (e-mail: [email protected]), Graduate School of Business, University of Chicago. The authors thank the British Market Research Bureau in London for access to the survey data. Zvi Gilula thanks the Israeli Science Foundation for partial support of his research (Grant No. 032-1577). Peter E. Rossi thanks the James M. Kilts Center for Marketing, Graduate School of Business, University of Chicago, for partial support of this research. ZVI GILULA, ROBERT E. MCCULLOCH, and PETER E. ROSSI*