Abstract:
The term âscenarioâ is familiar to those involved in forecasting, but too few people are aware of what exactly a scenario is, or how it can best be developed and applied. The author describes a method developed over several years in response to a need which most forecasting efforts have left unfulfilled. The method enables quantitative and qualitative forecasts to be combined in a manner which can be directly related to an organisationâs planning and decision-making processes, and which permits the evaluation of a companyâs objectives and performance in the light of those forecasts. The analysis of an organisationâs likely performance in given scenarios can, in turn, provide a basis for contingency planning.
This could also be of interest:
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The use of societal scenarios for improved corporate planning
Catalogue: ESOMAR Congress 1981: Research For Profitability
Authors: Christine A. Ralph MacNulty, Elizabeth H. Nelson
Company: KANTAR TNS Malaysia
August 1, 1981
Research Papers
The development of corporate retail information systems
Catalogue: Seminar 1974: Management Information For Retail Organisations
Author: John S. Swingler
 
April 1, 1974
