Forecasting Methods for Marketing: Review of Empirical Research
J. Scott Armstrong
University of Pennsylvania - Marketing Department
University of Auckland - Department of Marketing
Shelby H. McIntyre
Santa Clara University
International Journal of Forecasting, Vol. 3, pp. 335-376, 1987
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.
Number of Pages in PDF File: 23
Keywords: Forecasting, marketing, surveysAccepted Paper Series
Date posted: February 8, 2005 ; Last revised: January 1, 2012
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