Abstract

http://ssrn.com/abstract=662622
 
 

References (58)



 
 

Citations (1)



 


 



Forecasting for Marketing


J. Scott Armstrong


University of Pennsylvania - Marketing Department

Rod Brodie


University of Auckland - Department of Marketing


QUANTITATIVE METHODS IN MARKETING, Second Edition, G. J. Hooley and M. K. Hussey. eds., London: International Thompson Business Press, pp. 92-119, 1999

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.

Number of Pages in PDF File: 20

Keywords: Marketing, forecasting, effective forecasting, delphi, conjoint analysis, judgmental bootstrapping, analogies, extrapolation, rule-based forecasting, expert systems, econometric methods, intention, role playing

Accepted Paper Series


Download This Paper

Date posted: February 7, 2005 ; Last revised: January 1, 2012

Suggested Citation

Armstrong, J. Scott and Brodie, Rod, Forecasting for Marketing. QUANTITATIVE METHODS IN MARKETING, Second Edition, G. J. Hooley and M. K. Hussey. eds., London: International Thompson Business Press, pp. 92-119, 1999. Available at SSRN: http://ssrn.com/abstract=662622

Contact Information

J. Scott Armstrong (Contact Author)
University of Pennsylvania - Marketing Department ( email )
700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)
HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

Rod Brodie
University of Auckland - Department of Marketing ( email )
Private Bag 92019
Auckland
New Zealand
Feedback to SSRN


Paper statistics
Abstract Views: 2,060
Downloads: 388
Download Rank: 41,433
References:  58
Citations:  1

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo6 in 0.343 seconds