Abstract:
This paper describes the results of a survey of Pharmaceutical Companies that was conducted to investigate current procedures for 'long range' product and market forecasts. The survey was conducted by means of postal questionnaires that were kindly completed by Executives in 34 different companies. The results of the survey are shown separately for each of the categories of respondent company, revealing some differences in practice and treatment of data for forecasting purposes. The main inputs for forecasting examined in the survey were retail audit data,, medical index data and internal company data. The survey results suggest that there is greater variation in the sophistication of forecasting methods than in the uses to which the resulting long range forecasts are put. Whilst the survey provides a broad view of current long range forecasting in the Pharmaceutical Industry, it was not intended to examine the particular methods used by individual companies in great detail.
This could also be of interest:
Videos
The global insights industry: Trends and forecasts
Catalogue: Insights Festival 2020
Author: Xabier Palacio
 
September 16, 2020
Research Papers
How industry buys
Catalogue: ESOMAR Congress 1979: The Challenge Of Eighties
Authors: Robert A. Erickson, Andrew C. Gross
 
June 15, 1979
Research Papers
The image of industry
Catalogue: Seminar 1981: Industrial Marketing Research
Author: Alain Meyer
 
October 1, 1981
