Define the term Exponential smoothing?

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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Define the term Exponential smoothing?

Expert Solution
Step 1

Let’s understand what is meant by Exponential Smoothing.

Exponential Smoothing: It can be defined as the time series which decreasing weighs exponentially from newer to older. Simply said that older is the data lesser will be the priority and newer the data more relevant it is. It is basically used to make short term forecasts rather long term.

There are types of exponential smoothing as:

  1. Simple Exponential smoothing,
  2. Double Exponential smoothing and
  3. Triple Exponential smoothing.
Step 2

Each of the above has different formulas:

Formulas:

1. Simple Average smoothing:

St = αyt-1 + (1 – α) St-1

Wherein the term α = the smoothing constant, a value from 0 to 1.

t = time period

 

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