Many companies collect stated preference data (SP), such as intentions and satisfaction, as well as revealed preference data (RP), such as actual purchasing behaviour. It seems relevant to examine the predictive usefulness of this information for future revealed preferences, that is, customer behaviour. In this paper we address this issue by considering three case studies. Our results indicate that adding SP data to RP data for predicting future customer behaviour does not result in better forecasts.

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Journal International Journal of Market Research
Verhoef, P.C, & Franses, Ph.H.B.F. (2003). Combining Revealed and Stated Preferences to Forecast Customer Behaviour: Three Case Studies. International Journal of Market Research, 45(4), 1–8. doi:10.1177/147078530304500402