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Research papers

The dangerous quest for certainty in market forecasting

This paper shows how a large pharmaceutical firm developed a series of market forecasts in probabilistic terms, explicitly incorporating the principal uncertainties affecting the future sales of new pharmaceutical products. Such probabilistic...

Catalogue: Seminar 1977: Foresight Or Hindsight?
Authors: Michael M. Menke, Jacques P. Pezier
March 1, 1977
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Citation

Menke and Pezier (1977a, March 01). The dangerous quest for certainty in market forecasting. ANA - ESOMAR. Retrieved May 16, 2024, from


https://ana.esomar.org/documents/the-dangerous-quest-for-certainty-in-market-forecasting