Describe qualitative forecasting?

Marketing
20th Edition
ISBN:9780357033791
Author:Pride, William M
Publisher:Pride, William M
Chapter6: Target Markets: Segmentation And Evaluation
Section: Chapter Questions
Problem 17DRQ: Under what conditions might a firm use multiple forecasting methods?
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Describe qualitative forecasting?

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Qualitative forecast uses expert intuitive judgment rather than a scientific analysis. This technique relies upon the knowledge and expertise of experienced professionals and consultants to provide useful insights in to future business. An example of qualitative forecast is a local farmer predicting the rainfall based on his past experience and wisdom.

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