Marketing Papers

Document Type

Journal Article

Date of this Version

1-1-1988

Abstract

This paper reviews the empirical research on forecasting in marketing. In addition, it presents results from some small scale surveys. We offer a framework for discussing forecasts in the area of marketing,and then review the literature in light of that framework. Particular emphasis is given to a pragmatic interpretation of the literature and findings. Suggestions are made on what research is needed.

Comments

Postprint version. Published in International Journal of Forecasting, Volume 3, Issue 3-4, 1987, pages 355-376. [Published simultaneously in the Singapore Marketing Review, 11 (1987), 7-23.]
Publisher URL: http://dx.doi.org/10.1016/0169-2070(87)90029-X

Keywords

bootstrapping, econometric models, expert systems, intentions, judgment, market forecasting, uncertainty

Included in

Marketing Commons

Share

COinS
 

Date Posted: 14 June 2007

This document has been peer reviewed.