Longitudinal Regression Forecasting Using Excel

Abstract

Forecasting is an integral business activity that is covered to varying degrees in most marketing textbooks. Texts generally present the material from a theoretical perspective, but many students need to experience the material from an active learning. To bridge this pedagogical gap this article provides a step-by-step tutorial for teaching forecasting using Excel based regression analysis to forecast seasonal demand. Three seasonal regression models are presented and interpreted including a quarterly model, a bi-monthly model, and a monthly model. The results of the models are compared and each model's efficacy discussed. This assignment has been well received by students.

Key Words:

• seasonal forecasting models
• spreadsheet forecasting models
• active learning
• linear regression
• seasonality