jury of executive opinion
Definition:
The role of forecasting is central to marketing competence. One means of improving forecasting is to recruit, on an ad hoc or systematic basis, a jury of executives - experienced in the relevant market - to provide a multiple input to forecasting, rather than to rely on the guesswork of one or two marketing executives.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau],.