A recurring problem confronting marketing operatives at all levels is assessing the impact of market disturbances. The disturbances may be caused by marketing mix manipulations of the firm itself, by its competitors or by fundamental external changes in the environment in which the firm...

In this paper an investigation is made of the properties and use of two aggregate measures of forecast bias and accuracy. These are metrics used in business to calculate aggregate forecasting performance for a family (group) of products. We find that the aggregate measures are not particularly...