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| Tekijä: | Story, V. |
| Otsikko: | Methodological and Practical Implications of the Delphi Technique in Marketing Decision-Making: A Re- Assessment |
| Lehti: | Marketing Review
2001 : SUMMER, VOL. 1:4, p. 487-504 |
| Asiasana: | MARKETING MARKETING THEORY RESEARCH METHODOLOGY |
| Kieli: | eng |
| Tiivistelmä: | Standard operations-research techniques rely on the past as a predictor of the future. However, in conditions of high uncertainty, the past may have little bearing on the future. In contrast, judgmental forecasting techniques rely on opinion and are based on the aggregation of the collective knowledge and experience of a group, or panel of experts. Delphi is a particularly useful method of establishing forecasts of future issues under conditions of little historical data, when experts are geographically dispersed, and when solving complex problems. However, as a technique it has received little attention in marketing. This paper reassesses Delphi as a method of judgmental forecasting for marketing decisions and suggests a framework for conducting better Delphi studies in marketing. |
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