How generate QR codes in data merge?

which format i need to use in a .csv or .txt files to generate the "Business Card" QR codes (using data merge) ??
i haven't found it in the help!!
Enhanced Datamerge
You can integrate a QR code in the merged document. Following are the different types of QR code fields that can be added via Data Merge workflow:
Plain Text
Web Hyperlink
Text Message
Email
Business Card
To generate the QR codes the data entries in the .txt or .csv files, which are used as Data Source, are in the following format:
Plain Text: In the QR code Column enter the text as it is.
Web Hyperlink: URL:<url> (For example “URL:http://www.google.com”)
Text Message: SMSTO:<Phone number>:<Message> (For example: “SMSTO:9818143551:Hi”)
Email: MATMSG:\nTo:<email address> (example: “MATMSG:\nTO:[email protected]\nSUB:Hi;\nBODY:;;”)
Though the data entries can be a mix of email, sms, hyperlink, or plain text type. Enter them in the .csv and txt field in the above mentioned format with a # sign on their column name. To generate QR codes, follow these instructions:
Select Windows > Utilities > Data Merge.
From the flyout menu, select Select Data Source.
Select the data file with the QR field information. Click Open.
Select the placeholder in the document.
Click Create Merged Document icon to create a merged document.

thank you very much Steve!
I've try to use the sample of the best answer and doesen't work fine
but in other answers i've found some links to VCard definition and this helped me to find the couple of errors in Monica's code (it's 3 little mispelled words or spaces-but this make the QR unreadable)
VCARDBEGIN:VCARD\nVERSION:2.1\nN:Smith;John\nFN:John Smith\nORG:Adobe Systems\nTITLE:Engineer\nTEL;CELL:+919876543210\nTEL;WORK;VOICE:123456789\nADR;WORK:;;Str eet ABC;Seattle;Washington;98101;US\nEMAIL;WORK;INTERNET:[email protected]\nURL:www.adobe.com\nEND:VCARD
corrected and tested by me:
BEGIN:VCARD\nVERSION:2.1\nN:Smith;John\nFN:John Smith\nORG:Adobe Systems\nTITLE:Engineer\nTEL;CELL:+919876543210\nTEL;WORK;VOICE:123456789\nADR;WORK:Stree t ABC;Seattle;Washington;98101;US\nEMAIL;WORK;INTERNET:[email protected]\nURL:www.adobe.com\nEND:VCARD

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    Message was edited by: peter at knowhowpro

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