Kirsche, ThomasBaumann, GerhardSchanzenberger, AnjaCremers, Armin B.Manthey, RainerMartini, PeterSteinhage, Volker2019-10-112019-10-1120053-88579-397-0https://dl.gi.de/handle/20.500.12116/28252Market research draws a coherent picture of the market based on extensive observations of sales acts from numerous data sources. As the data sources refer to the products sold all over the world in different formats and with different keys, the data needs to be aligned to a common product master. The subtle strategies for a large-scale product data alignment, as well as the key structure of comprehensive product master database are explained.enText/Conference Paper1617-5468