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Forecasting Methods for Marketing:* Review of Empirical Research


  • J. S. Armstrong

    (The Wharton School)

  • R. Brodie

    (University of Canterbury)

  • S. McIntyre

    (Santa Clara University)


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.

Suggested Citation

  • J. S. Armstrong & R. Brodie & S. McIntyre, 2005. "Forecasting Methods for Marketing:* Review of Empirical Research," General Economics and Teaching 0502023, University Library of Munich, Germany.
  • Handle: RePEc:wpa:wuwpgt:0502023
    Note: Type of Document - pdf; pages: 23

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    References listed on IDEAS

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    Cited by:

    1. Kesten C. Green & J. Scott Armstrong, 2004. "Value of Expertise For Forecasting Decisions in Conflicts," Monash Econometrics and Business Statistics Working Papers 27/04, Monash University, Department of Econometrics and Business Statistics.

    More about this item


    forecasting; marketing; methods; review; research;

    JEL classification:

    • A - General Economics and Teaching


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