Abstract

This article is based on a single case study aimed at examining behavioral issues of forecasting, in particular the role and practice of forecasting in a British university settings. Key variables were identified in establishing associations between the variables that provide suitable criteria for the purpose of this study. Data collection was based on questionnaires distributed to people involved and interviews which were held with prominent staff of the University. Fisher-exact tests were performed to identify significant associations between variables. Results indicated the various levels of perceptions and practices of forecasting produced by the people involved at the University.  The study implies that useful insights can be gathered through forecasting from a different perspective of the non-profit making service industry.

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