✦ LIBER ✦

Familiarity, application, and performance of sales forecasting techniques

✍ Scribed by Dr. John T. Mentzer; Dr. James E. Cox JR.

Publisher: John Wiley and Sons
Year: 1984
Tongue: English
Weight: 494 KB
Volume: 3
Category: Article
ISSN: 0277-6693
DOI: 10.1002/for.3980030104

No coin nor oath required. For personal study only.

✦ Synopsis

This article presents the results of a survey to determine the degree of familiarity and usage, accuracy obtained, and evaluation of different forecasting techniques. It was found that regression analysis, subjective techniques, exponential smoothing, and moving average were well known and used for specific situations. Accuracy was relatively high for aggregate short range forecasts, but decreased for longer range and product level forecasts.

KEY WORDS Businesspeople survey of forecast technique familiarity, usage and accuracy

Sales forecasting is rapidly becoming one of the most crucial aspects of planning for companies. A survey of 175 midwestern businesspeople indicated that 65 per cent thought sales forecasting was very important to their company's success. An additional 28 per cent said forecasting was important although not critical (Dalrymple, 1975). Since sales forecasting is an important input to the corporate planning process, it is not surprising that surveys have been done on the use of forecasting techniques in companies (

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