copy/paste formulas across merged cells?

Hi folks,

I'm in a merged cell formula dilemma...

i have records set up vertically in a data sheet, and I'd like to refer to the values in those cells in another analysis sheet that has a multitude of merged cells.

For example, in the analysis sheet for merged cells A1-D-1 i would like a formula like =data!A1 and be able to copy that formula to merged cells E1-H-1 to refer to =data!B1.

How might I go about this? is this more of a MATCH or VLOOKUP solution? Many thanks!!

John