Business – 8.1 Marketing analysis – Sales forecasting | e-Consult
8.1 Marketing analysis – Sales forecasting (1 questions)
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The Delphi technique is a structured communication method that gathers forecasts from a panel of experts through several rounds of questionnaires. After each round, a facilitator provides an anonymous summary of the experts’ forecasts and reasoning, allowing participants to revise their answers.
Advantages:
- Reduces the influence of dominant personalities because responses are anonymous.
- Encourages convergence towards a consensus through iterative feedback.
Disadvantages:
- Time‑consuming, as multiple rounds are required to reach consensus.
- Relies heavily on the selection of truly knowledgeable experts; poor selection can bias results.