Many companies collect stated preference (SP) data, such as intentions and satisfaction, as well as revealed preference (RP) data, 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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ERIM Article Series (EAS)
International Journal of Market Research
Erasmus Research Institute of Management

Verhoef, P., & Franses, P. H. (2003). Combining revealed and stated preferences to forecast customer behavior: three cases studies. International Journal of Market Research, 467–474. Retrieved from