Abstract:

Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses. This paper illustrates the diverse range of forecasting practices in use across a broad range of fields. It shows how these principles may be relevant to forecasting in business. The paper also describes the why and how of reapplying principles from other disciplines and concludes by synthesizing the disparate forecasting rules and approaches into a forecasting credo.