search query: @indexterm FORECASTING TECHNIQUES / total: 246
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| Author: | Mayer, H. Weidling, E. |
| Title: | Prognose oder Projektion der Werbewirkung? Zur Validitat von Experten-Prognosen (How reliant are the expert-forecasts on the effectivity of publicity?) |
| Journal: | Jahrbuch der Absatz- und Verbrauchsforschung
1989 : VOL. 35:1, p. 63-91 |
| Index terms: | FORECASTING TECHNIQUES RELIABILITY ADVERTISING |
| Language: | ger |
| Abstract: | It is customary in the case of expensive publicity projects to pretest on a small sample of customers. A low-cost alternative is to ask experts. Mayer, Kampik and Riether (l986) and Mayer and Kollmorgen (1987) found a good match between pretests and expert forecasts, but raised the possibility of it being the result of the experts manifesting themselves not as experts but as potential buyers. The paper presents test results which rule out this possibility. |
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