haku: @author Wright, G. / yhteensä: 16
viite: 4 / 16
| Tekijä: | Wright, G. |
| Otsikko: | American consumers in 2025: three scenarios |
| Lehti: | Journal of Advertising Research
1999 : DEC, VOL. 39:6, p. 71-78 |
| Asiasana: | USA CONSUMERS GROWTH |
| Kieli: | eng |
| Tiivistelmä: | Without a doubt, the future is unknowable. While it is possible to make predictions, then look back and evaluate whether we were right more often than wrong, it is impossible to do market research in the future and return to the present to write up the results. Scenario planning is a way to help think about and plan for the future in spite of the inadequacy of the normal research tools. Scenarios are not predictions about the future. In fact, it helps to push the time span for scenario building out so that the temptation to predict the future actually diminishes. |
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