Premium
Forecasting technique familiarity, satisfaction, usage, and application
Author(s) -
Mentzer John T.,
Kahn Kenneth B.
Publication year - 1995
Publication title -
journal of forecasting
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.543
H-Index - 59
eISSN - 1099-131X
pISSN - 0277-6693
DOI - 10.1002/for.3980140506
Subject(s) - sales forecasting , marketing , actuarial science , operations research , computer science , psychology , economics , business , engineering
A ten‐year retrospective study of Mentzer and Cox (1984) was undertaken to answer the question 'Have sales forecasting practices changed over the past ten years?' A mail survey of 207 forecasting executives was employed to investigate this important question. Findings revealed both discrepancies and similarities between today's sales forecasting practices and those of ten years ago. One particular finding indicated greater reliance on and satisfaction with quantitative forecasting techniques today versus ten years ago. Another indicated that forecasting accuracy has not improved over the past ten years, even though the familiarity and usage of various sophisticated sales forecasting techniques have increased. Future research and managerial implications are discussed based on these and other findings.