TECHNIQUES IN FORECASTING CONSUMER DURABLE GOODS SALES.

The article discusses a number of marketing research techniques used in forecasting the sales of consumer durable goods. According to the author, sales forecasting is important because it can point out possible future economic downturns. The author presents a number of steps in the process of creating an effective sales forecast. These steps include the plotting of past business trends on graph paper and scattergrams, calculating the firm's industry sales figures for past years and preparing forecasts by product lines.