A survey of how people say they will act in a given situation. See also Juster scale. Especially useful for new products, but also used to supplement behavioral data (such as sales) as shown in Armstrong, Morwitz and Kumar (2000). See Morwitz (2001).
- Armstrong, J. S., V. G. Morwitz & V. Kumar (2000),
“Sales forecasts for existing consumer products and services: Do purchase
intentions contribute to accuracy?” International Journal of Forecasting,
16, 383-397. (Full text)
- Morwitz, V. G. (2001), “Methods for forecasting from
intentions data,” in J. S. Armstrong (ed.), Principles of Forecasting.
Norwell, MA: Kluwer Academic Press.