search query: @indexterm market research / total: 2057
reference: 431 / 2057
Author: | Ehrman, C. Shugan, S. |
Title: | The forecaster's dilemma |
Journal: | Marketing Science
1995 : VOL. 14:2, p. 123-147 |
Index terms: | FORECASTING DECISION MAKING MARKET RESEARCH |
Language: | eng |
Abstract: | Influential forecasts occur when the forecast itself determines whether the forecast is tested. new product sales forecasts are often influential because a low forecast may cause a firm not to launch a new product so that actual sales are never observed. This paper considers a dilemma the authors face as influential forecasters. Their client requests an unbiased forecast but pressures sometimes exist to provide a bias forecast. The impact of these pressures on the quality of forecasts is discussed. |
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