Forecasting Methods for Marketing: Review of Empirical Research
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Penn collection
Marketing Papers
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bootstrapping
econometric models
expert systems
intentions
judgment
market forecasting
uncertainty
Marketing
econometric models
expert systems
intentions
judgment
market forecasting
uncertainty
Marketing
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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.
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1988
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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