Marketing Papers

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Journal Article

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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.


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

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Marketing Commons



Date Posted: 14 June 2007

This document has been peer reviewed.