Experiencing focus group . Here marketing and other manager can observe real consumers discussing the ways in which they use and experience particular products. The possibility of getting results fairly quickly . The moderator's style bias the findings. Folkways Appropriate patterns of behavior, violation of which are noticeable, but not severely punished.
Forecast is a statistical synthesis of probabilities and expert opinion .
Accounts relevant factors to yield the best answer - what is most likely to happen. This tends to dictate final decisions. Intended to be regarded as an authoritative statement. A means of removing much of responsibility for the final decision - managers tend to rely on the central forecast. Also see Scenario .