Forecasting

4
PowerPoint presentation to accompany
Heizer, Render, Munson
Operations Management, Twelfth Edition, Global Edition
Principles of Operations Management, Tenth Edition, Global Edition

PowerPoint slides by Jeff Heyl

Copyright © 2017 Pearson Education, Ltd. 4-1

 Outline
Global Company Profile:
Walt Disney Parks & Resorts
What Is Forecasting?
The Strategic Importance of
Forecasting
Seven Steps in the Forecasting
System
Forecasting Approaches

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 Outline - Continued
Time-Series Forecasting
Associative Forecasting Methods:
Regression and Correlation Analysis
Monitoring and Controlling Forecasts
Forecasting in the Service Sector

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 Forecasting Provides a
Competitive Advantage for Disney

▶ Global portfolio includes parks in Shanghai,

Hong Kong, Paris, Tokyo, Orlando, and
Anaheim
▶ Revenues are derived from people – how
many visitors and how they spend their
money
▶ Daily management report contains only the
forecast and actual attendance at each park
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 Forecasting Provides a
Competitive Advantage for Disney

▶ Disney generates daily, weekly, monthly,

annual, and 5-year forecasts
▶ Forecast used by labor management,
maintenance, operations, finance, and park
scheduling
▶ Forecast used to adjust opening times, rides,
shows, staffing levels, and guests admitted

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 Forecasting Provides a
Competitive Advantage for Disney

▶ 20% of customers come from outside the

USA
▶ Economic model includes gross domestic
product, cross-exchange rates, arrivals into
the USA
▶ A staff of 35 analysts and 70 field people
survey 1 million park guests, employees, and
travel professionals each year
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 Forecasting Provides a
Competitive Advantage for Disney

▶ Inputs to the forecasting model include airline

specials, Federal Reserve policies, Wall
Street trends, vacation/holiday schedules for
3,000 school districts around the world
▶ Average forecast error for the 5-year forecast
is 5%
▶ Average forecast error for annual forecasts is
between 0% and 3%

Copyright © 2017 Pearson Education, Ltd. 4-7

 Learning Objectives
When you complete this chapter you
should be able to :
4.1 Understand the three time horizons and
which models apply for each
4.2 Explain when to use each of the four
qualitative models
4.3 Apply the naive, moving-average,
exponential smoothing, and trend
methods

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 Learning Objectives
When you complete this chapter you
should be able to :
4.4 Compute three measures of forecast
accuracy
4.5 Develop seasonal indices
4.6 Conduct a regression and correlation
analysis
4.7 Use a tracking signal

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 What is Forecasting?
▶ Process of predicting a
future event
▶ Underlying basis
of all business
??
decisions
▶ Production
▶ Inventory
▶ Personnel
▶ Facilities
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 Forecasting Time Horizons
1. Short-range forecast
▶ Up to 1 year, generally less than 3 months
▶ Purchasing, job scheduling, workforce levels,
job assignments, production levels
2. Medium-range forecast
▶ 3 months to 3 years
▶ Sales and production planning, budgeting
3. Long-range forecast
▶ 3+ years
▶ New product planning, facility location,
research and development
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 Distinguishing Differences
1. Medium/long range forecasts deal with more
comprehensive issues and support
management decisions regarding planning
and products, plants and processes
2. Short-term forecasting usually employs
different methodologies than longer-term
forecasting
3. Short-term forecasts tend to be more
accurate than longer-term forecasts

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 Influence of Product Life
Cycle
Introduction – Growth – Maturity – Decline

▶ Introduction and growth require longer

forecasts than maturity and decline
▶ As product passes through life cycle,
forecasts are useful in projecting
▶ Staffing levels
▶ Inventory levels
▶ Factory capacity

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 Product Life Cycle
Introduction Growth Maturity Decline

Best period to Practical to change Poor time to Cost control

increase market price or quality change image, critical
share image price, or quality
Company Strategy/Issues

R&D engineering is Strengthen niche Competitive costs

critical become critical
Defend market
position
Hybrid engine vehicles Laptop computers

Boeing 787 Xbox One

DVDs
3D printers

Life Cycle Curve

Electric
vehicles
Apple Video
SmartWatch 3-D game physical
players rentals

Figure 2.5
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 Product Life Cycle
Introduction Growth Maturity Decline
Product design and Forecasting critical Standardization Little product
development Product and Fewer rapid differentiation
critical process reliability product changes, Cost
Frequent product Competitive more minor minimization
and process changes
Strategy/Issues

product Overcapacity in
OMStrategy/Issues

design changes improvements and Optimum capacity the industry

Short production options Increasing stability Prune line to
runs
Increase capacity of process eliminate items
High production Shift toward not returning
costs product focus good margin
Limited models Enhance Reduce
Long production capacity
Attention to quality distribution runs
OM

Product
improvement and
cost cutting

Figure 2.5
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 Types of Forecasts
1. Economic forecasts
▶ Address business cycle – inflation rate, money
supply, housing starts, etc.
2. Technological forecasts
▶ Predict rate of technological progress
▶ Impacts development of new products
3. Demand forecasts
▶ Predict sales of existing products and services

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 Strategic Importance of
Forecasting
▶ Supply-Chain Management – Good
supplier relations, advantages in product
innovation, cost and speed to market
▶ Human Resources – Hiring, training,
laying off workers
▶ Capacity – Capacity shortages can result
in undependable delivery, loss of
customers, loss of market share

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 Seven Steps in Forecasting
1. Determine the use of the forecast
2. Select the items to be forecasted
3. Determine the time horizon of the
forecast
4. Select the forecasting model(s)
5. Gather the data needed to make the
forecast
6. Make the forecast
7. Validate and implement the results
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 The Realities!
▶ Forecasts are seldom perfect,
unpredictable outside factors may
impact the forecast
▶ Most techniques assume an
underlying stability in the system
▶ Product family and aggregated
forecasts are more accurate than
individual product forecasts

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 Forecasting Approaches
Qualitative Methods

▶ Used when situation is vague and

little data exist
▶ New products
▶ New technology
▶ Involves intuition, experience
▶ e.g., forecasting sales on Internet

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 Forecasting Approaches
Quantitative Methods

▶ Used when situation is ‘stable’ and

historical data exist
▶ Existing products
▶ Current technology
▶ Involves mathematical techniques
▶ e.g., forecasting sales of color
televisions
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 Overview of Qualitative Methods

1. Jury of executive opinion

▶ Pool opinions of high-level experts,
sometimes augmented by statistical
models
2. Delphi method
▶ Panel of experts, queried iteratively

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 Overview of Qualitative Methods

3. Sales force composite

▶ Estimates from individual salespersons
are reviewed for reasonableness, then
aggregated
4. Market Survey
▶ Ask the customer

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 Jury of Executive Opinion
▶ Involves small group of high-level experts
and managers
▶ Group estimates demand by working
together
▶ Combines managerial experience with
statistical models
▶ Relatively quick
▶ ‘Group-think’
disadvantage

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 Delphi Method
▶ Iterative group
process, continues Decision Makers
(Evaluate responses
until consensus is and make decisions)
reached
▶ Three types of Staff
(Administering
participants survey)

▶ Decision makers
▶ Staff
▶ Respondents Respondents
(People who can make
valuable judgments)
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 Sales Force Composite

▶ Each salesperson projects his or her

sales
▶ Combined at district and national
levels
▶ Sales reps know customers’ wants
▶ May be overly optimistic

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 Market Survey
▶ Ask customers about purchasing
plans
▶ Useful for demand and product
design and planning
▶ What consumers say and what they
actually do may be different
▶ May be overly optimistic

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 Overview of Quantitative
Approaches
1. Naive approach
2. Moving averages
3. Exponential Time-series
smoothing models
4. Trend projection
5. Linear regression Associative
model

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 Time-Series Forecasting

▶ Set of evenly spaced numerical data

▶ Obtained by observing response
variable at regular time periods
▶ Forecast based only on past values, no
other variables important
▶ Assumes that factors influencing past
and present will continue influence in
future

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 Time-Series Components

Trend Cyclical

Seasonal Random

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 Components of Demand
Trend
component
Demand for product or service

Seasonal peaks

Actual demand
line

Average demand
over 4 years

Random variation
| | | |
1 2 3 4
Time (years)
Figure 4.1

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 Trend Component
▶ Persistent, overall upward or
downward pattern
▶ Changes due to population,
technology, age, culture, etc.
▶ Typically several years duration

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 Seasonal Component
▶ Regular pattern of up and down
fluctuations
▶ Due to weather, customs, etc.
▶ Occurs within a single year
PERIOD LENGTH “SEASON” LENGTH NUMBER OF “SEASONS” IN PATTERN
Week Day 7
Month Week 4 – 4.5
Month Day 28 – 31
Year Quarter 4
Year Month 12
Year Week 52

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 Cyclical Component
▶ Repeating up and down movements
▶ Affected by business cycle, political,
and economic factors
▶ Multiple years duration
▶ Often causal or
associative
relationships

0 5 10 15 20
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 Random Component
▶ Erratic, unsystematic, ‘residual’
fluctuations
▶ Due to random variation or unforeseen
events
▶ Short duration
and nonrepeating

M T W T
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 Naive Approach
▶ Assumes demand in next
period is the same as
demand in most recent period
▶ e.g., If January sales were 68, then
February sales will be 68
▶ Sometimes cost effective and
efficient
▶ Can be good starting point

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 Moving Averages

▶ MA is a series of arithmetic means

▶ Used if little or no trend
▶ Used often for smoothing
▶ Provides overall impression of data
over time

∑ demand in previous n periods

Moving average =
n

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 Moving Average Example
MONTH ACTUAL SHED SALES 3-MONTH MOVING AVERAGE
January 10
February 12
March 13
April 16 (10 + 12 + 13)/3 = 11 2/3
May 19 (12 + 13 + 16)/3 = 13 2/3
June 23 (13 + 16 + 19)/3 = 16
July 26 (16 + 19 + 23)/3 = 19 1/3
August 30 (19 + 23 + 26)/3 = 22 2/3
September 28 (23 + 26 + 30)/3 = 26 1/3
October 18 (26 + 30 + 28)/3 = 28
November 16 (30 + 28 + 18)/3 = 25 1/3
December 14 (28 + 18 + 16)/3 = 20 2/3

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 Weighted Moving Average
▶ Used when some trend might be
present
▶ Older data usually less important
▶ Weights based on experience and
intuition

((
Weighted ∑ Weight for period n Demand in period n
moving =
)( ))
average ∑ Weights

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 Weighted Moving Average
MONTH ACTUAL SHED SALES 3-MONTH WEIGHTED MOVING AVERAGE
January 10
February 12
March 13
April 16 [(3 x 13) + (2 x 12) + (10)]/6 = 12 1/6
May 19
June WEIGHTS
23 APPLIED PERIOD

July 26 3 Last month

August 30 2 Two months ago

September 28 1 Three months ago

October 18 6 Sum of the weights

November Forecast for

16this month =
December 3 x14
Sales last mo. + 2 x Sales 2 mos. ago + 1 x Sales 3 mos. ago
Sum of the weights

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 Weighted Moving Average
MONTH ACTUAL SHED SALES 3-MONTH WEIGHTED MOVING AVERAGE
January 10
February 12
March 13
April 16 [(3 x 13) + (2 x 12) + (10)]/6 = 12 1/6
May 19 [(3 x 16) + (2 x 13) + (12)]/6 = 14 1/3
June 23 [(3 x 19) + (2 x 16) + (13)]/6 = 17
July 26 [(3 x 23) + (2 x 19) + (16)]/6 = 20 1/2
August 30 [(3 x 26) + (2 x 23) + (19)]/6 = 23 5/6
September 28 [(3 x 30) + (2 x 26) + (23)]/6 = 27 1/2
October 18 [(3 x 28) + (2 x 30) + (26)]/6 = 28 1/3
November 16 [(3 x 18) + (2 x 28) + (30)]/6 = 23 1/3
December 14 [(3 x 16) + (2 x 18) + (28)]/6 = 18 2/3

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 Potential Problems With
Moving Average
1. Increasing n smooths the forecast but
makes it less sensitive to changes
2. Does not forecast trends well
3. Requires extensive historical data

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 Graph of Moving Averages
Weighted moving average (from Example 2)

30 –

25 –
Sales demand

20 –

15 – Actual sales

10 – Moving average
(from Example 1)
5–
| | | | | | | | | | | |
J F M A M J J A S O N D
Figure 4.2 Month

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 Exponential Smoothing
▶ Form of weighted moving average
▶ Weights decline exponentially
▶ Most recent data weighted most
▶ Requires smoothing constant (a)
▶ Ranges from 0 to 1
▶ Subjectively chosen
▶ Involves little record keeping of past
data
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 Exponential Smoothing
New forecast = Last period’s forecast
+ a (Last period’s actual demand
– Last period’s forecast)

Ft = Ft – 1 + a(At – 1 – Ft – 1)

where Ft = new forecast

Ft – 1 = previous period’s forecast
a = smoothing (or weighting) constant (0 ≤ a ≤ 1)
At – 1 = previous period’s actual demand

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 Exponential Smoothing
Example
Predicted demand = 142 Ford Mustangs
Actual demand = 153
Smoothing constant a = .20

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 Exponential Smoothing
Example
Predicted demand = 142 Ford Mustangs
Actual demand = 153
Smoothing constant a = .20

New forecast = 142 + .2(153 – 142)

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 Exponential Smoothing
Example
Predicted demand = 142 Ford Mustangs
Actual demand = 153
Smoothing constant a = .20

New forecast = 142 + .2(153 – 142)

= 142 + 2.2
= 144.2 ≈ 144 cars

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 Effect of
Smoothing Constants
Smoothing constant generally .05 ≤ a ≤ .50
As a increases, older values become less
significant

WEIGHT ASSIGNED TO
MOST 2ND MOST 3RD MOST 4th MOST 5th MOST
RECENT RECENT RECENT RECENT RECENT
SMOOTHING PERIOD PERIOD PERIOD PERIOD PERIOD
CONSTANT (a ) a(1 – a) a(1 – a)2 a(1 – a)3 a(1 – a)4
a = .1 .1 .09 .081 .073 .066

a = .5 .5 .25 .125 .063 .031

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 Impact of Different a
225 –

Actual a = .5
demand
200 –
Demand

175 –

a = .1
150 – | | | | | | | | |
1 2 3 4 5 6 7 8 9
Quarter
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 Impact of Different a
225 –

Actual a = .5
Choose high
▶200 – of a values
demand
when underlying average
Demand

is likely to change
175 –
▶ Choose low values of a
when underlying average a = .1
is–stable
150 | | | | | | | | |
1 2 3 4 5 6 7 8 9
Quarter
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 Selecting the Smoothing
Constant
The objective is to obtain the most
accurate forecast no matter the
technique
We generally do this by selecting the
model that gives us the lowest forecast
error according to one of three preferred
measures:
▶ Mean Absolute Deviation (MAD)
▶ Mean Squared Error (MSE)
▶ Mean Absolute Percent Error (MAPE)
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 Common Measures of Error

Mean Absolute Deviation (MAD)

∑ Actual - Forecast
MAD =
n

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 Determining the MAD
ACTUAL
TONNAGE FORECAST WITH
QUARTER UNLOADED FORECAST WITH a = .10 a = .50
1 180 175 175

2 168 175.50 = 175.00 + .10(180 – 175) 177.50

3 159 174.75 = 175.50 + .10(168 – 175.50) 172.75

4 175 173.18 = 174.75 + .10(159 – 174.75) 165.88

5 190 173.36 = 173.18 + .10(175 – 173.18) 170.44

6 205 175.02 = 173.36 + .10(190 – 173.36) 180.22

7 180 178.02 = 175.02 + .10(205 – 175.02) 192.61

8 182 178.22 = 178.02 + .10(180 – 178.02) 186.30

9 ? 178.59 = 178.22 + .10(182 – 178.22) 184.15

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 Determining the MAD
ACTUAL FORECAST ABSOLUTE FORECAST ABSOLUTE
TONNAGE WITH DEVIATION WITH DEVIATION
QUARTER UNLOADED a = .10 FOR a = .10 a = .50 FOR a = .50
1 180 175 5.00 175 5.00

2 168 175.50 7.50 177.50 9.50

3 159 174.75 15.75 172.75 13.75

4 175 173.18 1.82 165.88 9.12

5 190 173.36 16.64 170.44 19.56

6 205 175.02 29.98 180.22 24.78

7 180 178.02 1.98 192.61 12.61

8 182 178.22 3.78 186.30 4.30

Sum of absolute deviations: 82.45 98.62

Σ|Deviations|
MAD = 10.31 12.33
n

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 Common Measures of Error

Mean Squared Error (MSE)

2

MSE =
∑ (Forecast errors)
n

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 Determining the MSE
ACTUAL
TONNAGE FORECAST FOR
QUARTER UNLOADED a = .10 (ERROR)2
1 180 175 52 = 25
2 168 175.50 (–7.5)2 = 56.25
3 159 174.75 (–15.75)2 = 248.06
4 175 173.18 (1.82)2 = 3.31
5 190 173.36 (16.64)2 = 276.89
6 205 175.02 (29.98)2 = 898.80
7 180 178.02 (1.98)2 = 3.92
8 182 178.22 (3.78)2 = 14.29
Sum of errors squared = 1,526.52

MSE =
∑ (Forecast errors)
= 1,526.52 / 8 = 190.8
n
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 Common Measures of Error

Mean Absolute Percent Error (MAPE)

n

∑100 Actual −Forecast

i i
/ Actuali
MAPE = i=1
n

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 Determining the MAPE
ACTUAL
TONNAGE FORECAST FOR ABSOLUTE PERCENT ERROR
QUARTER UNLOADED a = .10 100(|ERROR|/ACTUAL)
1 180 175.00 100(5/180) = 2.78%
2 168 175.50 100(7.5/168) = 4.46%
3 159 174.75 100(15.75/159) = 9.90%
4 175 173.18 100(1.82/175) = 1.05%
5 190 173.36 100(16.64/190) = 8.76%
6 205 175.02 100(29.98/205) = 14.62%
7 180 178.02 100(1.98/180) = 1.10%
8 182 178.22 100(3.78/182) = 2.08%
Sum of % errors = 44.75%

∑ absolute percent error 44.75%

MAPE = = = 5.59%
n 8
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 Comparison of Measures
TABLE 4.1 Comparison of Measures of Forecast Error

MEASURE MEANING APPLICATION TO CHAPTER EXAMPLE

Mean absolute How much the forecast For a = .10 in Example 4, the forecast for grain
deviation (MAD) missed the target unloaded was off by an average of 10.31 tons.
Mean squared The square of how much For a = .10 in Example 5, the square of the forecast
error (MSE) the forecast missed the error was 190.8. This number does not have a
target physical meaning, but is useful when compared to the
MSE of another forecast.
Mean absolute The average percent For a = .10 in Example 6, the forecast is off by 5.59%
percent error error on average. As in Examples 4 and 5, some forecasts
(MAPE) were too high, and some were low.

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 Comparison of Forecast Error
Rounded Absolute Rounded Absolute
Actual Forecast Deviation Forecast Deviation
Tonnage with for with for
Quarter Unloaded a = .10 a = .10 a = .50 a = .50
1 180 175 5.00 175 5.00
2 168 175.5 7.50 177.50 9.50
3 159 174.75 15.75 172.75 13.75
4 175 173.18 1.82 165.88 9.12
5 190 173.36 16.64 170.44 19.56
6 205 175.02 29.98 180.22 24.78
7 180 178.02 1.98 192.61 12.61
8 182 178.22 3.78 186.30 4.30
82.45 98.62

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 Comparison of Forecast Error
Rounded Absolute Rounded Absolute
Actual ∑ |deviations|
Forecast Deviation Forecast Deviation
MAD
Quarter
=
Tonnage
Unloaded
with
a =n.10
for
a = .10
with
a = .50
for
a = .50
1 180 175 5.00 175 5.00
2 For a 168
= .10 175.5 7.50 177.50 9.50
3 159 = 82.45/8
174.75 = 15.75
10.31 172.75 13.75
4 175 173.18 1.82 165.88 9.12
5 For a 190
= .50 173.36 16.64 170.44 19.56
6 205 175.02 29.98 180.22 24.78
7 180 = 98.62/8
178.02 = 12.33
1.98 192.61 12.61
8 182 178.22 3.78 186.30 4.30
82.45 98.62

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 Comparison of Forecast Error
Rounded Absolute Rounded Absolute
∑ (forecast
Actual Forecasterrors) 2
Deviation Forecast Deviation
MSE =Tonnage with for with for
Quarter Unloaded a =n.10 a = .10 a = .50 a = .50
1 180 175 5.00 175 5.00
2 For a 168
= .10 175.5 7.50 177.50 9.50
3 159 174.75
= 1,526.52/8 = 15.75
190.8 172.75 13.75
4 175 173.18 1.82 165.88 9.12
5 For a 190
= .50 173.36 16.64 170.44 19.56
6 205 175.02 29.98 180.22 24.78
7 = 1,561.91/8
180 178.02 = 195.24
1.98 192.61 12.61
8 182 178.22 3.78 186.30 4.30
82.45 98.62
MAD 10.31 12.33

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 Comparison of Forecast Error
n
∑
Actual
Rounded
Forecast
Absolute
100|deviation i|/actual
Deviation
Rounded
iForecast
Absolute
Deviation
MAPE
Quarter
= i=1
Tonnage
Unloaded
with
a = .10
for
a = .10
with
a = .50
for
a = .50
n
1 180 175 5.00 175 5.00
2 For a
168= .10 175.5 7.50 177.50 9.50
3 159 174.75
= 44.75%/8 15.75
= 5.59% 172.75 13.75
4 175 173.18 1.82 165.88 9.12
5 For a
190= .50 173.36 16.64 170.44 19.56
6 205 175.02 29.98 180.22 24.78
7 180 = 54.00%/8
178.02 =1.98
6.75% 192.61 12.61
8 182 178.22 3.78 186.30 4.30
82.45 98.62
MAD 10.31 12.33
MSE 190.82 195.24

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 Comparison of Forecast Error
Rounded Absolute Rounded Absolute
Actual Forecast Deviation Forecast Deviation
Tonnage with for with for
Quarter Unloaded a = .10 a = .10 a = .50 a = .50
1 180 175 5.00 175 5.00
2 168 175.5 7.50 177.50 9.50
3 159 174.75 15.75 172.75 13.75
4 175 173.18 1.82 165.88 9.12
5 190 173.36 16.64 170.44 19.56
6 205 175.02 29.98 180.22 24.78
7 180 178.02 1.98 192.61 12.61
8 182 178.22 3.78 186.30 4.30
82.45 98.62
MAD 10.31 12.33
MSE 190.82 195.24
MAPE 5.59% 6.75%
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 Exponential Smoothing with
Trend Adjustment
When a trend is present, exponential
smoothing must be modified
MONTH ACTUAL DEMAND FORECAST (Ft) FOR MONTHS 1 – 5

1 100 F1 = 100 (given)

2 200 F2 = F1 + a(A1 – F1) = 100 + .4(100 – 100) = 100

3 300 F3 = F2 + a(A2 – F2) = 100 + .4(200 – 100) = 140

4 400 F4 = F3 + a(A3 – F3) = 140 + .4(300 – 140) = 204

5 500 F5 = F4 + a(A4 – F4) = 204 + .4(400 – 204) = 282

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 Exponential Smoothing with
Trend Adjustment
Forecast Exponentially Exponentially
including (FITt) = smoothed (Ft) + smoothed (Tt)
trend forecast trend
Ft = a(At - 1) + (1 - a)(Ft - 1 + Tt - 1)
Tt = b(Ft - Ft - 1) + (1 - b)Tt - 1
where Ft = exponentially smoothed forecast average
Tt = exponentially smoothed trend
At = actual demand
a = smoothing constant for average (0 ≤ a ≤ 1)
b = smoothing constant for trend (0 ≤ b ≤ 1)
Copyright © 2017 Pearson Education, Ltd. 4 - 67
 Exponential Smoothing with
Trend Adjustment
Step 1: Compute Ft
Step 2: Compute Tt
Step 3: Calculate the forecast FITt = Ft + Tt

Copyright © 2017 Pearson Education, Ltd. 4 - 68

 Exponential Smoothing with
Trend Adjustment Example
MONTH (t) ACTUAL DEMAND (At) MONTH (t) ACTUAL DEMAND (At)

1 12 6 21

2 17 7 31

3 20 8 28

4 19 9 36

5 24 10 ?

a = .2 b = .4

Copyright © 2017 Pearson Education, Ltd. 4 - 69

 Exponential Smoothing with
Trend Adjustment Example
TABLE 4.2 Forecast with a = .2 and b = .4
SMOOTHED FORECAST
FORECAST SMOOTHED INCLUDING TREND,
MONTH ACTUAL DEMAND AVERAGE, Ft TREND, Tt FITt
1 12 11 2 13.00
2 17 12.80
3 20
4 19
Step 1: Average for Month 2
5 24
6 21 F2 = aA1 + (1 – a)(F1 + T1)
7 31
8 28 F2 = (.2)(12) + (1 – .2)(11 + 2)
9 36 = 2.4 + (.8)(13) = 2.4 + 10.4
10 —
= 12.8 units
Copyright © 2017 Pearson Education, Ltd. 4 - 70
 Exponential Smoothing with
Trend Adjustment Example
TABLE 4.2 Forecast with a = .2 and b = .4
SMOOTHED FORECAST
FORECAST SMOOTHED INCLUDING TREND,
MONTH ACTUAL DEMAND AVERAGE, Ft TREND, Tt FITt
1 12 11 2 13.00
2 17 12.80 1.92
3 20
4 19
5 24 Step 2: Trend for Month 2
6 21
7 31 T2 = b(F2 - F1) + (1 - b)T1
8 28
T2 = (.4)(12.8 - 11) + (1 - .4)(2)
9 36
10 — = .72 + 1.2 = 1.92 units

Copyright © 2017 Pearson Education, Ltd. 4 - 71

 Exponential Smoothing with
Trend Adjustment Example
TABLE 4.2 Forecast with a = .2 and b = .4
SMOOTHED FORECAST
FORECAST SMOOTHED INCLUDING TREND,
MONTH ACTUAL DEMAND AVERAGE, Ft TREND, Tt FITt
1 12 11 2 13.00
2 17 12.80 1.92 14.72
3 20
4 19
5 24 Step 3: Calculate FIT for Month 2
6 21
7 31 FIT2 = F2 + T2
8 28
FIT2 = 12.8 + 1.92
9 36
10 — = 14.72 units

Copyright © 2017 Pearson Education, Ltd. 4 - 72

 Exponential Smoothing with
Trend Adjustment Example
TABLE 4.2 Forecast with a = .2 and b = .4
SMOOTHED FORECAST
FORECAST SMOOTHED INCLUDING TREND,
MONTH ACTUAL DEMAND AVERAGE, Ft TREND, Tt FITt
1 12 11 2 13.00
2 17 12.80 1.92 14.72
3 20 15.18 2.10 17.28
4 19 17.82 2.32 20.14
5 24 19.91 2.23 22.14
6 21 22.51 2.38 24.89
7 31 24.11 2.07 26.18
8 28 27.14 2.45 29.59
9 36 29.28 2.32 31.60
10 — 32.48 2.68 35.16

Copyright © 2017 Pearson Education, Ltd. 4 - 73

 Exponential Smoothing with
Trend Adjustment Example
40 – Figure 4.3

35 – Actual demand (At)

30 –
Product demand

25 –
20 –
15 –
10 – Forecast including trend (FITt)
5 – with a = .2 and b = .4

0 –
| | | | | | | | |
1 2 3 4 5 6 7 8 9
Time (months)
Copyright © 2017 Pearson Education, Ltd. 4 - 74
 Trend Projections
Fitting a trend line to historical data points to
project into the medium to long-range
Linear trends can be found using the least
squares technique

y^ = a + bx
where y^ = computed value of the variable to be predicted
(dependent variable)
a = y-axis intercept
b = slope of the regression line
x = the independent variable

Copyright © 2017 Pearson Education, Ltd. 4 - 75

 Values of Dependent Variable (y-values) Least Squares Method
Actual observation Deviation7
(y-value)

Deviation5 Deviation6

Deviation3
Least squares method minimizes the
sum of Deviation
the squared
4
errors (deviations)

Deviation1
(error) Deviation2
Trend line, y^ = a + bx

| | | | | | |
1 2 3 4 5 6 7
Figure 4.4
Time period
© 2014 Pearson Education, Inc. 4 - 76
 Least Squares Method
Equations to calculate the regression variables

ŷ = a + bx

∑ xy − nxy
b= 2 2
∑ x − nx
a = y − bx

© 2014 Pearson Education, Inc. 4 - 77

 Least Squares Example

ELECTRICAL ELECTRICAL
YEAR POWER DEMAND YEAR POWER DEMAND
1 74 5 105
2 79 6 142
3 80 7 122
4 90

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 Least Squares Example
ELECTRICAL POWER
YEAR (x) DEMAND (y) x2 xy
1 74 1 74
2 79 4 158
3 80 9 240
4 90 16 360
5 105 25 525
6 142 36 852
7 122 49 854
Σx = 28 Σy = 692 Σx2 = 140 Σxy = 3,063

∑ x 28 ∑ y 692
x= = =4 y= = = 98.86
n 7 n 7

Copyright © 2017 Pearson Education, Ltd. 4 - 79

 Least Squares Example
∑ xy − nxy 3,063 − (7) ( 4) (98.86) 295
b= = POWER
ELECTRICAL
2 2
= = 10.54
YEAR (x) ∑ x − nxDEMAND (y)140 − (7) ( 4 ) x 28
2 2 xy
1 74 1 74
2 79 4 158
3 80 ()
a = y − bx = 98.86 −10.54 4 = 56.70 9 240
4 90 16 360
5 Thus,
105 ŷ = 56.70 +10.54x25 525
6 142 36 852
7 122 49 854
Σx = 28 Σy = 692 Σx2 = 140 Σxy = 3,063

∑
Demandx in ∑
28year 8 = 56.70 y+ 10.54(8)
692
x= = =4 y= = = 98.86
n 7 = 141.02,
n or 141
7 megawatts

Copyright © 2017 Pearson Education, Ltd. 4 - 80

 Least Squares Example
Trend line,
160 – y^ = 56.70 + 10.54x
150 –
Power demand (megawatts)

140 –
130 –
120 –
110 –
100 –
90 –
80 –
70 –
60 –
50 –
| | | | | | | | |
1 2 3 4 5 6 7 8 9
Year Figure 4.5
Copyright © 2017 Pearson Education, Ltd. 4 - 81
 Least Squares Requirements

1. We always plot the data to insure a

linear relationship
2. We do not predict time periods far
beyond the database
3. Deviations around the least squares
line are assumed to be random

Copyright © 2017 Pearson Education, Ltd. 4 - 82

 Seasonal Variations In Data

The multiplicative
seasonal model can
adjust trend data for
seasonal variations
in demand

Copyright © 2017 Pearson Education, Ltd. 4 - 83

 Seasonal Variations In Data
Steps in the process for monthly seasons:

1. Find average historical demand for each month

2. Compute the average demand over all months
3. Compute a seasonal index for each month
4. Estimate next year’s total demand
5. Divide this estimate of total demand by the
number of months, then multiply it by the
seasonal index for that month

Copyright © 2017 Pearson Education, Ltd. 4 - 84

 Seasonal Index Example
DEMAND
AVERAGE AVERAGE
YEARLY MONTHLY SEASONAL
MONTH YEAR 1 YEAR 2 YEAR 3 DEMAND DEMAND INDEX
Jan 80 85 105 90
Feb 70 85 85 80
Mar 80 93 82 85
Apr 90 95 115 100
May 113 125 131 123
June 110 115 120 115
July 100 102 113 105
Aug 88 102 110 100
Sept 85 90 95 90
Oct 77 78 85 80
Nov 75 82 83 80
Dec 82 78 80 80
Total average annual demand = 1,128
Copyright © 2017 Pearson Education, Ltd. 4 - 85
 Seasonal Index Example
DEMAND
AVERAGE AVERAGE
YEARLY MONTHLY SEASONAL
MONTH YEAR 1 YEAR 2 YEAR 3 DEMAND DEMAND INDEX
Jan 80 85 105 90 94
Feb 70 85 85 80 94
Mar 80 93 82 85 94
Average
Apr 90 95 1,128
115 100 94
monthly = = 94
May 113 125 131
12 months 123 94
demand
June 110 115 120 115 94
July 100 102 113 105 94
Aug 88 102 110 100 94
Sept 85 90 95 90 94
Oct 77 78 85 80 94
Nov 75 82 83 80 94
Dec 82 78 80 80 94
Total average annual demand = 1,128
Copyright © 2017 Pearson Education, Ltd. 4 - 86
 Seasonal Index Example
DEMAND
AVERAGE AVERAGE
YEARLY MONTHLY SEASONAL
MONTH YEAR 1 YEAR 2 YEAR 3 DEMAND DEMAND INDEX
Jan 80 85 105 90 94 .957( = 90/94)
Feb 70 85 85 80 94
Mar 80 93 82 85 94
Apr 90 95 115 100 94
May 113 125 131 123 94
Seasonal110
June Average
115 monthly
120 demand
115 for past 394
years
=
July index 100 102 Average
113 monthly
105demand 94
Aug 88 102 110 100 94
Sept 85 90 95 90 94
Oct 77 78 85 80 94
Nov 75 82 83 80 94
Dec 82 78 80 80 94
Total average annual demand = 1,128
Copyright © 2017 Pearson Education, Ltd. 4 - 87
 Seasonal Index Example
DEMAND
AVERAGE AVERAGE
YEARLY MONTHLY SEASONAL
MONTH YEAR 1 YEAR 2 YEAR 3 DEMAND DEMAND INDEX
Jan 80 85 105 90 94 .957( = 90/94)
Feb 70 85 85 80 94 .851( = 80/94)
Mar 80 93 82 85 94 .904( = 85/94)
Apr 90 95 115 100 94 1.064( = 100/94)
May 113 125 131 123 94 1.309( = 123/94)
June 110 115 120 115 94 1.223( = 115/94)
July 100 102 113 105 94 1.117( = 105/94)
Aug 88 102 110 100 94 1.064( = 100/94)
Sept 85 90 95 90 94 .957( = 90/94)
Oct 77 78 85 80 94 .851( = 80/94)
Nov 75 82 83 80 94 .851( = 80/94)
Dec 82 78 80 80 94 .851( = 80/94)
Total average annual demand = 1,128
Copyright © 2017 Pearson Education, Ltd. 4 - 88
 Seasonal Index Example
Seasonal forecast for Year 4
MONTH DEMAND MONTH DEMAND

Jan 1,200 July 1,200

x .957 = 96 x 1.117 = 112
12 12
Feb 1,200 Aug 1,200
x .851 = 85 x 1.064 = 106
12 12
Mar 1,200 Sept 1,200
x .904 = 90 x .957 = 96
12 12
Apr 1,200 Oct 1,200
x 1.064 = 106 x .851 = 85
12 12
May 1,200 Nov 1,200
x 1.309 = 131 x .851 = 85
12 12
June 1,200 Dec 1,200
x 1.223 = 122 x .851 = 85
12 12

Copyright © 2017 Pearson Education, Ltd. 4 - 89

 Seasonal Index Example
Year 4 Forecast
140 – Year 3 Demand
130 – Year 2 Demand
Year 1 Demand
120 –
Demand

110 –
100 –
90 –
80 –
70 –
| | | | | | | | | | | |
J F M A M J J A S O N D
Time
Copyright © 2017 Pearson Education, Ltd. 4 - 90
 San Diego Hospital
Trend Data Figure 4.6

10,200 –

10,000 –
Inpatient Days

9,800 – 9745
9659 9702
9573 9616 9766
9,600 – 9530 9680 9724
9594 9637
9,400 – 9551

9,200 –

9,000 – | | | | | | | | | | | |
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
67 68 69 70 71 72 73 74 75 76 77 78
Month
© 2014 Pearson Education, Inc. 4 - 91
 San Diego Hospital

Seasonality Indices for Adult Inpatient Days at San Diego Hospital

MONTH SEASONALITY INDEX MONTH SEASONALITY INDEX

January 1.04 July 1.03

February 0.97 August 1.04

March 1.02 September 0.97

April 1.01 October 1.00

May 0.99 November 0.96

June 0.99 December 0.98

© 2014 Pearson Education, Inc. 4 - 92

 San Diego Hospital
Seasonal Indices Figure 4.7

1.06 –
1.04 1.04
Index for Inpatient Days

1.04 – 1.03
1.02
1.02 – 1.01
1.00
1.00 – 0.99
0.98
0.98 – 0.99
0.96 – 0.97 0.97
0.96
0.94 –
0.92 – | | | | | | | | | | | |
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
67 68 69 70 71 72 73 74 75 76 77 78
Month
© 2014 Pearson Education, Inc. 4 - 93
 San Diego Hospital

Period 67 68 69 70 71 72

Month Jan Feb Mar Apr May June

Forecast with 9,911 9,265 9,764 9,691 9,520 9,542

Trend &
Seasonality
Period 73 74 75 76 77 78

Month July Aug Sept Oct Nov Dec

Forecast with 9,949 10,068 9,411 9,724 9,355 9,572

Trend &
Seasonality

© 2014 Pearson Education, Inc. 4 - 94

 San Diego Hospital
Combined Trend and Seasonal Forecast Figure 4.8

10,200 –
10,068
10,000 – 9,911 9,949
Inpatient Days

9,800 – 9,764 9,724

9,691
9,600 – 9,572

9,400 – 9,520 9,542

9,411
9,265 9,355
9,200 –

9,000 – | | | | | | | | | | | |
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
67 68 69 70 71 72 73 74 75 76 77 78
Month
© 2014 Pearson Education, Inc. 4 - 95
 Adjusting Trend Data

ŷseasonal = Index × ŷtrend forecast

Quarter I: ŷI = (1.30)($100,000) = $130,000

Quarter II: ŷII = (.90)($120,000) = $108,000
Quarter III: ŷIII = (.70)($140,000) = $98,000
Quarter IV: ŷIV = (1.10)($160,000) = $176,000

© 2014 Pearson Education, Inc. 4 - 96

 Cyclical Variations

Cycles – patterns in the data that

occur every several years
Forecasting is difficult
Wide variety of factors

Copyright © 2017 Pearson Education, Ltd. 4 - 97

 Associative Forecasting
Used when changes in one or more independent
variables can be used to predict the changes in
the dependent variable

Most common technique is linear-

regression analysis

We apply this technique just as we did

in the time-series example

Copyright © 2017 Pearson Education, Ltd. 4 - 98

 Associative Forecasting
Forecasting an outcome based on predictor
variables using the least squares technique

y^ = a + bx

where ^y = value of the dependent variable (in our example,

sales)
a = y-axis intercept
b = slope of the regression line
x = the independent variable

Copyright © 2017 Pearson Education, Ltd. 4 - 99

 Associative Forecasting
Example
NODEL’S SALES AREA PAYROLL NODEL’S SALES AREA PAYROLL
(IN $ MILLIONS), y (IN $ BILLIONS), x (IN $ MILLIONS), y (IN $ BILLIONS), x
2.0 1 2.0 2
3.0 3 2.0 1
2.5 4 3.5 7

4.0 –
Nodel’s sales
(in $ millions)

3.0 –

2.0 –

1.0 –

| | | | | | |
0 1 2 3 4 5 6 7
Area payroll (in $ billions)
Copyright © 2017 Pearson Education, Ltd. 4 - 100
 Associative Forecasting
Example
SALES, y PAYROLL, x x2 xy
2.0 1 1 2.0
3.0 3 9 9.0
2.5 4 16 10.0
2.0 2 4 4.0
2.0 1 1 2.0
3.5 7 49 24.5
Σy = 15.0 Σx = 18 Σx2 = 80 Σxy = 51.5

∑ x 18 ∑ y 15
x= = =3 y= = = 2.5
6 6 6 6
∑ xy − nxy 51.5 − (6)(3)(2.5)
b= 2
= 2
= .25 2
a = y − bx = 2.5 − (.25)(3) = 1.75
∑ x − nx 80 − (6)(3 )

Copyright © 2017 Pearson Education, Ltd. 4 - 101

 Associative Forecasting
Example
SALES, y PAYROLL, x x2 xy
2.0 1 1 2.0
3.0 3 9 9.0
ŷ = 1.75 + .25x
2.5 4 16 10.0
2.0 2 Sales = 1.75
4 + .25(payroll)
4.0
2.0 1 1 2.0
3.5 7 49 24.5
Σy = 15.0 Σx = 18 Σx2 = 80 Σxy = 51.5

∑ x 18 ∑ y 15
x= = =3 y= = = 2.5
6 6 6 6
∑ xy − nxy 51.5 − (6)(3)(2.5)
b= 2
= 2
= .25 2
a = y − bx = 2.5 − (.25)(3) = 1.75
∑ x − nx 80 − (6)(3 )

Copyright © 2017 Pearson Education, Ltd. 4 - 102

 Associative Forecasting
Example
SALES, y PAYROLL, x x2 xy
2.0 1 1 2.0
4.0 –
3.0 3 9 9.0
ŷ = 1.75 + .25x
Nodel’s sales
(in $ millions)

2.5 3.0 – 4 16 10.0

2.0 2 Sales = 1.75
4 + .25(payroll)
4.0
2.0 2.0 – 1 1 2.0
3.5 7 49 24.5
1.0 –
Σy = 15.0 Σx = 18 Σx2 = 80 Σxy = 51.5
| | | | | | |
0∑ x 1 18 2 3 4 y 5 15 6
∑ 7
x= = =3 y= = = 2.5
6 6 Area payroll (in6$ billions)
6
∑ xy − nxy 51.5 − (6)(3)(2.5)
b= 2
= 2
= .25 2
a = y − bx = 2.5 − (.25)(3) = 1.75
∑ x − nx 80 − (6)(3 )

Copyright © 2017 Pearson Education, Ltd. 4 - 103

 Associative Forecasting
Example

If payroll next year is estimated to be $6 billion,

then:

Sales (in $ millions) = 1.75 + .25(6)

= 1.75 + 1.5 = 3.25

Sales = $3,250,000

Copyright © 2017 Pearson Education, Ltd. 4 - 104

 Associative Forecasting
Example

If payroll next
4.0 year
– is estimated to be $6 billion,
then: 3.25
Nodel’s sales
(in $ millions)

3.0 –

2.0 –
Sales (in$ millions) = 1.75 + .25(6)
1.0 –
= 1.75 + 1.5 = 3.25
| | | | | | |
0 1 2 3 4 5 6 7
Sales = $3,250,000
Area payroll (in $ billions)

Copyright © 2017 Pearson Education, Ltd. 4 - 105

 Standard Error of the Estimate
▶ A forecast is just a point estimate of a
future value
▶ This point is
actually the
4.0 –
mean or 3.25
expected
Nodel’s sales
(in $ millions)
3.0 –
Regression line,
value of a 2.0 – ŷ = 1.75 + .25x

probability 1.0 –
distribution | | | | | | |
0 1 2 3 4 5 6 7
Figure 4.9 Area payroll (in $ billions)

Copyright © 2017 Pearson Education, Ltd. 4 - 106

 Standard Error of the Estimate

2
∑ ( y − y c
)
S y,x =
n−2

where y = y-value of each data point

yc = computed value of the dependent variable,
from the regression equation
n = number of data points

Copyright © 2017 Pearson Education, Ltd. 4 - 107

 Standard Error of the Estimate

Computationally, this equation is

considerably easier to use

S y,x =
∑ − a∑ y − b∑ xy
y
n−2

We use the standard error to set up

prediction intervals around the point
estimate
Copyright © 2017 Pearson Education, Ltd. 4 - 108
 Standard Error of the Estimate
2

S y,x =
∑ − a∑ y − b∑ xy
y
=
39.5 −1.75(15.0) − .25(51.5)
n−2 6−2
= .09375
= .306 (in $ millions)
3.6 –
Nodel’s sales 3.5 – + .306
(in $ millions) 3.4 –
3.3 –
The standard error 3.2 –
of the estimate is 3.1
3.0
–
–
– .306
$306,000 in sales 2.9 –

5 6
Area payroll (in $ billions)

Copyright © 2017 Pearson Education, Ltd. 4 - 109

 Correlation
▶ How strong is the linear relationship
between the variables?
▶ Correlation does not necessarily imply
causality!
▶ Coefficient of correlation, r,
measures degree of association
▶ Values range from -1 to +1

Copyright © 2017 Pearson Education, Ltd. 4 - 110

 Correlation Coefficient
Figure 4.10
y y

x x
(a) Perfect negative (e) Perfect positive
correlation, r = –1 y correlation, r = 1
y

y
x x
(b) Negative correlation (d) Positive correlation

x
(c) No correlation, r = 0

High Moderate Low Low Moderate High

| | | | | | | | |

–1.0 –0.8 –0.6 –0.4 –0.2 0 0.2 0.4 0.6 0.8 1.0
Correlation coefficient values

Copyright © 2017 Pearson Education, Ltd. 4 - 111

 Correlation Coefficient

n∑ xy − ∑ x∑ y
r=
# &#
2 &2
2
%$n∑ x − ( ) 2
∑ x ('%$n∑ y − ( )
∑ y ('

Copyright © 2017 Pearson Education, Ltd. 4 - 112

 Correlation Coefficient
y x x2 xy y2
2.0 1 1 2.0 4.0
3.0 3 9 9.0 9.0
2.5 4 16 10.0 6.25
2.0 2 4 4.0 4.0
2.0 1 1 2.0 4.0
3.5 7 49 24.5 12.25
Σy = 15.0 Σx = 18 Σx2 = 80 Σxy = 51.5 Σy2 = 39.5

(6)(51.5) – (18)(15.0)
r=
!(6)(80) – (18)2 #!(16)(39.5) – (15.0)2 #
" $" $

309 − 270 39 39
= = = = .901
(156)(12) 1,872 43.3

Copyright © 2017 Pearson Education, Ltd. 4 - 113

 Correlation
▶ Coefficient of Determination, r2,
measures the percent of change in y
predicted by the change in x
▶ Values range from 0 to 1
▶ Easy to interpret

For the Nodel Construction example:

r = .901
r2 = .81
Copyright © 2017 Pearson Education, Ltd. 4 - 114
 Multiple-Regression Analysis
If more than one independent variable is to be
used in the model, linear regression can be
extended to multiple regression to accommodate
several independent variables

ŷ = a + b1x1 + b2 x2

Computationally, this is quite

complex and generally done on the
computer
Copyright © 2017 Pearson Education, Ltd. 4 - 115
 Multiple-Regression Analysis
In the Nodel example, including interest rates in the
model gives the new equation:

ŷ = 1.80 + .30x1 − 5.0x2

An improved correlation coefficient of r = .96 suggests

this model does a better job of predicting the change
in construction sales

Sales = 1.80 + .30(6) - 5.0(.12) = 3.00

Sales = $3,000,000

Copyright © 2017 Pearson Education, Ltd. 4 - 116

 Monitoring and Controlling
Forecasts
Tracking Signal
▶ Measures how well the forecast is predicting
actual values
▶ Ratio of cumulative forecast errors to mean
absolute deviation (MAD)
▶ Good tracking signal has low values
▶ If forecasts are continually high or low, the
forecast has a bias error

Copyright © 2017 Pearson Education, Ltd. 4 - 117

 Monitoring and Controlling
Forecasts
Tracking Cumulative error
signal =
MAD

∑ (Actual demand in period i −Forecast demand in period i)

=
∑ Actual −Forecast
n

Copyright © 2017 Pearson Education, Ltd. 4 - 118

 Tracking Signal
Signal exceeding limit
Tracking signal
Upper control limit
+

0 MADs Acceptable
range

–
Lower control limit

Time
Figure 4.11

Copyright © 2017 Pearson Education, Ltd. 4 - 119

 Tracking Signal Example
ABSOLUTE CUM ABS TRACKING
ACTUAL FORECAST CUM FORECAST FORECAST SIGNAL (CUM
QTR DEMAND DEMAND ERROR ERROR ERROR ERROR MAD ERROR/MAD)

1 90 100 –10 –10 10 10 10.0 –10/10 = –1

2 95 100 –5 –15 5 15 7.5 –15/7.5 = –2

3 115 100 +15 0 15 30 10.0 0/10 = 0

4 100 110 –10 –10 10 40 10.0 10/10 = –1

5 125 110 +15 +5 15 55 11.0 +5/11 = +0.5

6 140 110 +30 +35 30 85 14.2 +35/14.2 = +2.5

∑ Forecast errors 85
At the end of quarter 6, MAD = = = 14.2
n 6
Cumulative error 35
Tracking signal = = = 2.5 MADs
MAD 14.2
Copyright © 2017 Pearson Education, Ltd. 4 - 120
 Adaptive Smoothing
▶ It’s possible to use the computer to
continually monitor forecast error and
adjust the values of the a and b
coefficients used in exponential
smoothing to continually minimize
forecast error
▶ This technique is called adaptive
smoothing

Copyright © 2017 Pearson Education, Ltd. 4 - 121

 Focus Forecasting
▶ Developed at American Hardware Supply,
based on two principles:
1. Sophisticated forecasting models are not
always better than simple ones
2. There is no single technique that should be
used for all products or services

▶ Uses historical data to test multiple

forecasting models for individual items
▶ Forecasting model with the lowest error used
to forecast the next demand

Copyright © 2017 Pearson Education, Ltd. 4 - 122

 Forecasting in the Service
Sector
▶ Presents unusual challenges
▶ Special need for short term records
▶ Needs differ greatly as function of
industry and product
▶ Holidays and other calendar events
▶ Unusual events

Copyright © 2017 Pearson Education, Ltd. 4 - 123

 Fast Food Restaurant Forecast
Percentage of sales by hour of day

20% –
Figure 4.12

15% –

10% –

5% –

11-12 1-2 3-4 5-6 7-8 9-10

12-1 2-3 4-5 6-7 8-9 10-11
(Lunchtime) (Dinnertime)
Hour of day
Copyright © 2017 Pearson Education, Ltd. 4 - 124
 FedEx Call Center Forecast
12% – Figure 4.12

10% –

8% –

6% –

4% –

2% –

0% –
2 4 6 8 10 12 2 4 6 8 10 12
A.M. P.M.
Hour of day

Copyright © 2017 Pearson Education, Ltd. 4 - 125