Question: 2. Sales force composites and customer expectations are used less for the long-term and more for the medium- and short-terms. Overreliance on these two methods,

2. Sales force composites and customer expectations are used less for the long-term and more for the medium- and short-terms.

Overreliance on these two methods, and on the jury of executive opinion, introduces considerable bias into forecasting. Empiri-

cal ¯ndings have shown that salespeople are overly in°uenced by recent events.

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