Ehrman, Chaim M.; Shugan, Steven M. - In: Marketing Science 14 (1995) 2, pp. 123-147
but pressures sometimes exist to provide a bias forecast. From theoretical and empirical perspectives, we discuss the … losses. • Tested forecasts may appear completely unbiased despite a pessimistic pre-launch bias. • Although no perfect … solution exists, clients may lessen bias with experimentation and by seeking more accurate forecasts. Forecasters may lessen …