Armstrong, J. ScottBrodie, Roderick JMcIntyre, Shelby H2023-05-222023-05-2219882007-06-13https://repository.upenn.edu/handle/20.500.14332/39650This paper reviews the empirical research on forecasting in marketing. In addition, it presents results from some small scale surveys. We offer a framework for discussing forecasts in the area of marketing,and then review the literature in light of that framework. Particular emphasis is given to a pragmatic interpretation of the literature and findings. Suggestions are made on what research is needed.bootstrappingeconometric modelsexpert systemsintentionsjudgmentmarket forecastinguncertaintyMarketingArticle