Publication

PREDICTING ADVERTISING EXPENDITURES USING INTENTION SURVEYS

ALSEM, KJ. & LEEFLANG, PSH., Sep-1994, In : International Journal of Forecasting. 10, 2, p. 327-337 11 p.

Research output: Contribution to journalArticleAcademicpeer-review

In this article we study the use of intention surveys to predict the effects of a possible entrant. The case under investigation deals with the introduction of private broadcasting in the Netherlands. Several predictions of the advertising expenditures in various media are given which depend on a number of scenarios. These scenarios are used to reduce the discrepancies between behavioural intentions and actual behaviour. The predictions of the most realistic scenario are compared with their realizations, and the differences are analyzed. To this end the prediction error is decomposed into an intention error and a sampling error. This decomposition offers good opportunities to analyze discrepancies between intentions and actual behaviour.

Original languageEnglish
Pages (from-to)327-337
Number of pages11
JournalInternational Journal of Forecasting
Volume10
Issue number2
Publication statusPublished - Sep-1994
EventEMAC/ESOMAR Symposium on New Ways in Marketing and Marketing Research - , Greece
Duration: 1-Oct-1990 → …

Event

EMAC/ESOMAR Symposium on New Ways in Marketing and Marketing Research

01/10/1990 → …

Greece

Event: Other

    Keywords

  • INTENTION SURVEY, SCENARIOS, INDUSTRIAL MARKET, VALIDATION, FORECASTS, PURCHASE, MODELS, MATTER

ID: 6398346