Marketing Papers

Document Type

Journal Article

Date of this Version

September 2006


Reprinted from The International Journal of Applied Forecasting, Issue 5, Fall 2006, pages 3-15.
Publisher URL:


When financial columnist James Surowiecki wrote The Wisdom of Crowds, he wished to explain the successes and failures of markets (an example of a "crowd") and to understand why the average opinion of a crowd is frequently more accurate than the opinions of most of its individual members. In this expanded review of the book, Scott Armstrong asks a question of immediate relevance to forecasters: Are the traditional face-to-face meetings an effective way to elicit forecasts from forecast crowds (i.e. teams)? Armstrong doesn’t believe so. Quite the contrary, he explains why he considers face-to-face meetings a detriment to good forecasting practice, and he proposes several alternatives that have been tried successfully.



Date Posted: 22 May 2007