Research on forecasting is extensive and includes many studies that have tested alternative methods
in order to determine which ones are most effective. We review this evidence in order to provide
guidelines for forecasting for marketing. The coverage includes intentions, Delphi, role playing,
conjoint analysis, judgmental bootstrapping, analogies, extrapolation, rule-based forecasting, expert
systems, and econometric methods. We discuss research about which methods are most appropriate
to forecast market size, actions of decision makers, market share, sales, and financial outcomes.