Forecasting Methods for Marketing: Review of Empirical Research

23 Pages Posted: 8 Feb 2005 Last revised: 1 Jan 2012

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Rod Brodie

University of Auckland - Department of Marketing

Shelby H. McIntyre

Santa Clara University

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, surveys

Suggested Citation

Armstrong, J. Scott and Brodie, Rod and McIntyre, Shelby H., Forecasting Methods for Marketing: Review of Empirical Research. International Journal of Forecasting, Vol. 3, pp. 335-376, 1987. Available at SSRN: https://ssrn.com/abstract=663661

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

Shelby H. McIntyre

Santa Clara University ( email )

Santa Clara, CA 95053
United States

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