Forecasting technique familiarity, satisfaction, usage, and application

A ten-year retrospective study was undertaken to answer the question ‘Have sales forecasting practices changed over the past ten years?’ A mail survey of 207 forecasting executives was employed to investigate this important question. Findings revealed both discrepancies and similarities between today’s sales forecasting practices and those of ten years ago. One particular finding indicated greater reliance on and satisfaction with quantitative forecasting techniques today versus ten years ago. Another indicated that forecasting accuracy has not improved over the past ten years, even though the familiarity and usage of various sophisticated sales forecasting techniques have increased. Future research and managerial implications are discussed based on these and other findings.