homogenization

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Blending together of response data so that variations in response by campaign components cannot be identified because the campaign components were not properly key coded. For example, if three different packages are sent to three segments of the same list, but the key code on the packages is identical, response to the list can be identified, but not response to each package.

Emulsions usually consist of a suspension of globules of varying size. Homogenization reduces these globules to a smaller and more uniform size. In homogenized milk the smaller globules adsorb more of the protein, which acts as a stabilizer, and the cream does not rise to the top.

Columbia Encyclopedia:

homogenization

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homogenization (həmŏj'ənəzā'shən), process in which a mixture is made uniform throughout. Generally this procedure involves reducing the size of the particles of one component of the mixture and dispersing them evenly throughout the other component. Probably the most familiar example of a homogenized product is commercially sold milk. In milk that has not been homogenized the globules of fat range in diameter from approximately 1 to 20 micrometers (millionths of a meter), or 40 to 800 millionths of an inch. This allows them to separate out from the rest of the milk if it is allowed to stand. After homogenization the globules are reduced to a range of sizes clustering closely about 1 micrometer and remain stably dispersed through the milk. Homogenization is usually accomplished by pumping the milk through a small opening at high pressure. Milk that has been homogenized is better suited for shipment in paper containers but deteriorates more rapidly than unhomogenized milk.


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  1. The stabilization of an emulsion.
  2. The process of making fat globules in a system small enough that it is more likely for them to stay suspended in an emulsion. It is the electrostatic charge that enables the micelles to repel each other that helps in the emulsion stabilization. See Emulsion, Emulsifying Agent.


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unkeyed (in marketing)
Torrington (city of northwest Connecticut)
list code (in marketing)