The Delphi Process in Marketing Decision Making

Marvin A. Jolson · Gerald L. Rossow

134 citations0/0 files storedJournal of Marketing Research

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Delphi Technique in Research Multi-Criteria Decision Making Forecasting Techniques and Applications

Abstract

This article describes a field experiment which uses the Delphi Process to assign subjective probabilities to the set of possible demand levels for a company's product. The method is validated by the use of questions to which the “correct” answers are known.

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References

1963An Experimental Application of the DELPHI Method to the Use of Experts 1969The Delphi Method: An Experimental Study of Group Opinion 1995American behavioral scientist 1968DELPHI PROCESS: A METHODOLOGY USED FOR THE ELICITATION OF OPINIONS OF EXPERTS 1968The Consensus of Subjective Probability Distributions 1967The Quantification of Judgment: Some Methodological Suggestions 1966The Multinational Comparative Time Budget Research Project 1963Bayesian Decision Theory in Pricing Strategy

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