ABSTRACT
The technique of concept testing is examined and so are consumer trials and the application of various statistical devices. Russell Ackoff has defined planning as ‘anticipatory decision making’ so that, by its very nature, planning is concerned with the future. It is therefore necessary that the planner has some understanding of the techniques available for forecasting, particularly for forecasting demand. It is well known that the average of several measurements is likely to be more accurate than a single measurement. Even a small manufacturer is likely to find that the demand for one firm’s products varies directly with the total demand for products of a similar nature. Product quality only enters the forecast if it is expected to change, either because of a change in brand, or to a change in a competing brand. When either is expected some allowance must be made. Most businesses find that the demand for long-established products tends to diminish over time.
