Forecasting for Marketing

J. Armstrong and Roderick J. Brodie

MPRA Paper from University Library of Munich, Germany

Abstract: Research on forecasting is extensive and includes many studies that have tested alternative methods in order to determine which ones are most effective. We review this evidence in order to provide guidelines for forecasting for marketing. The coverage includes intentions, Delphi, role-playing, conjoint analysis, judgmental bootstrapping, analogies, extrapolation, rule-based forecasting, expert systems, and econometric methods. We discuss research about which methods are most appropriate to forecast market size, actions of decision makers, market share, sales, and financial outcomes. In general, there is a need for statistical methods that incorporate the manager's domain knowledge. This includes rule-based forecasting, expert systems, and econometric methods. We describe how to choose a forecasting method and provide guidelines for the effective use of forecasts including such procedures as scenarios.

Keywords: forecasting; marketing (search for similar items in EconPapers)
JEL-codes: C53 M31 (search for similar items in EconPapers)
Date: 1999-01
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Citations: View citations in EconPapers (5)

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