Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy?
Journal of Marketing ResearchPublished 1 November 1992
Vicki G. Morwitz, David C. Schmittlein
Citations296
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
The authors investigate whether the use of segmentation can improve the accuracy of sales forecasts based on stated purchase intent. The common current practice is to prepare a sales forecast by us...
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Decision SciencesMathematicsBusiness, Management and Accounting
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