haku: @author Cox, A. D. / yhteensä: 3
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| Tekijä: | Cox, A. D. Summers, J. O. |
| Otsikko: | Heuristics and biases in the intuitive projection of retail sales. |
| Lehti: | Journal of Marketing Research
1987 : AUG, VOL. 24:3, p. 290-297 |
| Asiasana: | SALES FORECASTING RETAILING |
| Kieli: | eng |
| Tiivistelmä: | 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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