Conditions are determined under which (a) the sum of forecasts of sales in market segments is preferred to a forecast of the whole market and (b) a forecast of an individual market segment is preferred to a forecast obtained through proration of a forecast of the whole market. The comparisons in (a) and (b) are also applied to the problem of forecasting for several time periods into the future.
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Shlifer et al. (1979) studied this question.
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