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| Author: | Cox, A. D. Summers, J. O. |
| Title: | Heuristics and biases in the intuitive projection of retail sales. |
| Journal: | Journal of Marketing Research
1987 : AUG, VOL. 24:3, p. 290-297 |
| Index terms: | SALES FORECASTING RETAILING |
| Language: | eng |
| Abstract: | Retail merchandise buyers are shown to exhibit a nonregressive bias when making sales projections. A quantitative model based on the principle of statistical regression is found toi outperform the judgemental sales predictions of experienced buyers. Implications for the appropriate roles of intuitive and model-based decision making in retail merchandise buying are discussed. |
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