Methods and apparatus to analyze and adjust demographic information

1. An apparatus comprising:

memory; and

at least one processor to execute computer readable instructions to at least:

generate panelist-user data based on reference demographic information and self-reported demographic information, the reference demographic information and the self-reported demographic information corresponding to audience members of an audience member entity panel that are also registered users of a database proprietor, the reference demographic information from a panelist database of an audience measurement entity, and the self-reported demographic information from a user database of the database proprietor;

generate a first training model and a second training model, the first training model based on a first portion of the panelist-user data, the second training model based on a second portion of the panelist-user data;

select the first training model based on outputs of the first and second training models; and

generate a third model by making an adjustment to a demographic category of the first training model, the third model to adjust third demographic information.

2. The apparatus of claim 1 , wherein the at least one processor is to generate the outputs by:

applying the first training model to the first portion of the panelist-user data to generate a first result; and

applying the first training model to a third portion of the panelist-user data to generate a second result.

3. The apparatus of claim 2 , wherein the at least one processor is to select the first training model based on the first result and the second result satisfying an accuracy threshold.

4. The apparatus of claim 1 , wherein the at least one processor is to access the reference demographic information as first age data, and access the self-reported demographic information as second age data.

5. The apparatus of claim 1 , wherein the at least one processor is to make the adjustment to the demographic category of the first training model when the adjustment corrects a bias that is statistically significant.

6. The apparatus of claim 1 , wherein the at least one processor is to make the adjustment to the demographic category by adjusting a coefficient matrix of the first training model.

7. The apparatus of claim 1 , wherein the at least one processor is to make the adjustment to the demographic category by redistributing probabilities of a probability density function corresponding to the first training model.

8. A non-transitory computer readable medium comprising instructions that, when executed by at least one processor, cause the at least one processor to at least:

generate panelist-user data based on reference demographic information and self-reported demographic information, the reference demographic information and the self-reported demographic information corresponding to audience members of an audience member entity panel that are also registered users of a database proprietor, the reference demographic information from a panelist database of an audience measurement entity, and the self-reported demographic information from a user database of the database proprietor;

generate a first training model and a second training model, the first training model based on a first portion of the panelist-user data, the second training model based on a second portion of the panelist-user data;

select the first training model based on outputs of the first and second training models; and

generate a third model by making an adjustment to a demographic category of the first training model, the third model to adjust third demographic information.

9. The non-transitory computer readable medium of claim 8 , wherein the instructions are to cause the at least one processor to generate the outputs by:

applying the first training model to the first portion of the panelist-user data to generate a first result; and

applying the first training model to a third portion of the panelist-user data to generate a second result.

10. The non-transitory computer readable medium of claim 9 , wherein the instructions are to cause the at least one processor to select the first training model based on the first result and the second result satisfying an accuracy threshold.

11. The non-transitory computer readable medium of claim 8 , wherein the instructions are to cause the at least one processor to access the reference demographic information as first age data, and access the self-reported demographic information as second age data.

12. The non-transitory computer readable medium of claim 8 , wherein the instructions are to cause the at least one processor to make the adjustment to the demographic category of the first training model when the adjustment corrects a bias that is statistically significant.

13. The non-transitory computer readable medium of claim 8 , wherein the instructions are to cause the at least one processor to make the adjustment to the demographic category by adjusting a coefficient matrix of the first training model.

14. The non-transitory computer readable medium of claim 8 , wherein the instructions are to cause the at least one processor to make the adjustment to the demographic category by redistributing probabilities of a probability density function corresponding to the first training model.

15. A method comprising:

generating, by executing an instruction with at least one processor, panelist-user data based on reference demographic information and self-reported demographic information, the reference demographic information and the self-reported demographic information corresponding to audience members of an audience member entity panel that are also registered users of a database proprietor, the reference demographic information from a panelist database of an audience measurement entity, and the self-reported demographic information from a user database of the database proprietor;

generating a first training model and a second training model by executing an instruction with the at least one processor, the first training model based on a first portion of the panelist-user data, the second training model based on a second portion of the panelist-user data;

selecting, by executing an instruction with the at least one processor, the first training model based on outputs of the first and second training models; and

generating, by executing an instruction with the at least one processor, a third model by making an adjustment to a demographic category of the first training model, the third model to adjust third demographic information.

16. The method of claim 15 , further including generating the outputs by:

applying the first training model to the first portion of the panelist-user data to generate a first result; and

applying the first training model to a third portion of the panelist-user data to generate a second result.

17. The method of claim 16 , wherein the selecting of the first training model is based on the first result and the second result satisfying an accuracy threshold.

18. The method of claim 15 , further including accessing the reference demographic information as first age data, and accessing the self-reported demographic information as second age data.

19. The method of claim 15 , wherein the making of the adjustment to the demographic category of the first training model is based on the adjustment correcting a bias that is statistically significant.

20. The method of claim 15 , wherein the making of the adjustment to the demographic category includes adjusting a coefficient matrix of the first training model.

21. The method of claim 15 , wherein the making of the adjustment to the demographic category includes redistributing probabilities of a probability density function corresponding to the first training model.