Forecasting Methods for Marketing:* Review of Empirical Research

J. Scott Armstrong (), R. Brodie and S. McIntyre
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R. Brodie: University of Canterbury
S. McIntyre: Santa Clara University

General Economics and Teaching from EconWPA

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.

Keywords: forecasting; marketing; methods; review; research (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2005-02-04
Note: Type of Document - pdf; pages: 23
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Persistent link: http://EconPapers.repec.org/RePEc:wpa:wuwpgt:0502023

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