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Demand and Supply Integration by Mark A. Moon

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Chapter 6 Qualitative Forecasting

In Chapter 5, we devoted our attention to looking in the rearview mirror—to techniques for examining historical demand data, finding patterns in that historical demand, and then projecting those patterns into the future. There is much insight to be gained from this exercise, but as we concluded at the end of Chapter 5, if you only look in the rearview mirror, you might get hit by a truck! In this chapter, we will discuss techniques and approaches for pointing our eyes out through the front windshield—at the future. In other words, we will discuss the topic of qualitative forecasting.

First, we will define qualitative forecasting and discuss when it makes sense to employ these qualitative techniques. Then, we ...

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