Marketing Papers

Document Type

Journal Article

Date of this Version

2-1986

Publication Source

Interfaces

Volume

16

Issue

1

Start Page

89

Last Page

109

DOI

10.1287/inte.16.1.89

Abstract

Before 1960, little empirical research was done on forecasting methods. Since then, the literature has grown rapidly, especially in the area of judgmental forecasting. This research supports and adds to the forecasting guidelines proposed before 1960, such as the value of combining forecasts. New findings have led to significant gains in our ability to forecast and to help people to use forecasts. What have we reamed about forecasting over the past quarter century? Does recent research provide guidance for making more accurate forecasts, obtaining better assessments of uncertainty, or gaining acceptance of our forecasts? I will first describe forecasting principles that were believed to be the most advanced in 1960. Following that, I will examine the evidence produced since 1960.

Keywords

Forecasting

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Date Posted: 27 November 2017

This document has been peer reviewed.