IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this paper or follow this series

Forecasting for Marketing

  • J. S. Armstrong

    (The Wharton School)

  • R. Brodie

    (University of Auckland)

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.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://128.118.178.162/eps/get/papers/0502/0502018.pdf
Download Restriction: no

Paper provided by EconWPA in its series General Economics and Teaching with number 0502018.

as
in new window

Length: 20 pages
Date of creation: 04 Feb 2005
Date of revision:
Handle: RePEc:wpa:wuwpgt:0502018
Note: Type of Document - pdf; pages: 20
Contact details of provider: Web page: http://128.118.178.162

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

as in new window
  1. Robert C. Blattberg & Stephen J. Hoch, 1990. "Database Models and Managerial Intuition: 50% Model + 50% Manager," Management Science, INFORMS, vol. 36(8), pages 887-899, August.
  2. Dalrymple, Douglas J., 1975. "Sales forecasting methods and accuracy," Business Horizons, Elsevier, vol. 18(6), pages 69-73, December.
  3. Lawrence, Michael J. & Edmundson, Robert H. & O'Connor, Marcus J., 1985. "An examination of the accuracy of judgmental extrapolation of time series," International Journal of Forecasting, Elsevier, vol. 1(1), pages 25-35.
  4. Tyebjee, Tyzoon T., 1987. "Behavioral biases in new product forecasting," International Journal of Forecasting, Elsevier, vol. 3(3-4), pages 393-404.
  5. Chatfield, Chris, 1993. "Neural networks: Forecasting breakthrough or passing fad?," International Journal of Forecasting, Elsevier, vol. 9(1), pages 1-3, April.
  6. JS Armstrong & Terry Overton, 2005. "Brief vs. Comprehensive Descriptions in Measuring Intentions to Purchase," General Economics and Teaching 0502032, EconWPA.
  7. Fred Collopy & J. Scott Armstrong, 1992. "Rule-Based Forecasting: Development and Validation of an Expert Systems Approach to Combining Time Series Extrapolations," Management Science, INFORMS, vol. 38(10), pages 1394-1414, October.
  8. Patricia M. West & Patrick L. Brockett & Linda L. Golden, 1997. "A Comparative Analysis of Neural Networks and Statistical Methods for Predicting Consumer Choice," Marketing Science, INFORMS, vol. 16(4), pages 370-391.
  9. JS Armstrong & Fred Collopy, 2004. "Causal Forces: Structuring Knowledge for Time-series Extrapolation," General Economics and Teaching 0412003, EconWPA.
  10. Makridakis, Spyros & Hibon, Michele & Lusk, Ed & Belhadjali, Moncef, 1987. "Confidence intervals: An empirical investigation of the series in the M-competition," International Journal of Forecasting, Elsevier, vol. 3(3-4), pages 489-508.
  11. Armstrong, J. Scott & Collopy, Fred, 1992. "Error measures for generalizing about forecasting methods: Empirical comparisons," International Journal of Forecasting, Elsevier, vol. 8(1), pages 69-80, June.
  12. Armstrong, J Scott & Collopy, Fred, 2001. "Identification of Asymmetric Prediction Intervals through Causal Forces," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 20(4), pages 273-83, July.
  13. Alison Hubbard Ashton & Robert H. Ashton, 1985. "Aggregating Subjective Forecasts: Some Empirical Results," Management Science, INFORMS, vol. 31(12), pages 1499-1508, December.
  14. F. Thomas Juster, 1966. "Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design," NBER Books, National Bureau of Economic Research, Inc, number just66-2, November.
  15. JS Armstrong & Fred Collopy, 2004. "Integration of Statistical Methods and Judgment for Time Series," General Economics and Teaching 0412024, EconWPA.
Full references (including those not matched with items on IDEAS)

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:wpa:wuwpgt:0502018. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (EconWPA)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.