Date of this Version
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.
bootstrapping, econometric models, expert systems, intentions, judgment, market forecasting, uncertainty
Armstrong, J. S., Brodie, R. J., & McIntyre, S. H. (1988). Forecasting Methods for Marketing: Review of Empirical Research. Retrieved from https://repository.upenn.edu/marketing_papers/74
Date Posted: 14 June 2007
This document has been peer reviewed.