Forecasting Methods for Marketing: Review of Empirical Research

Armstrong, J. Scott; Brodie, Roderick; McIntyre, Shelby H.

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Forecasting Methods for Marketing: Review of Empirical Research

International Journal of Forecasting, Vol. 3, pp. 335-376, 1987

23 Pages Posted: 8 Feb 2005 Last revised: 26 Jul 2008

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

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: Suggested Citation

Armstrong, J. Scott and Brodie, Roderick 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