search query: @author Ehrman, C. / total: 3
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| 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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