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This method comes out of work done by the Rand Corporation in the beginning of the sixties. It quickly became widely adopted by managers because of how simple and structured it was to use in forecasting events within a horizon of five to ten years. Made highly popular through mention in over 500 publications, its applications have stretched from the physical sciences, to economics, to social science and marketing. Because it was not always applied rigourously, the Delphi method has resulted in some disillusionment.Nevertheless, this technique can be extremely valuable in marketing planning, on the condition that certain basic principles are respected. In this paper, these principles are briefly presented.
Décisions Marketing © 1994 Association Française du Marketing