Flora-Stats Annual Report 1993
American Floral Endowment
WIRE SERVICE DELIVERIES
1993 Flora-Stats Annual Report
| Total Industry Estimate (000) | Percent Change |
Percent of U.S. | |||
| Census Region | 1992 | 1991 | 1992 | 1991 | |
| Northeast | $ 59,412.2 | $ 60,192.4 | -1.3% | 6.0% | 6.1% |
| Middle Atlantic | $ 160,449.6 | $ 163,584.8 | -1.9% | 16.2% | 16.5% |
| East North Central | $ 151,501.9 | $ 151,180.4 | 0.2% | 15.3% | 15.3% |
| West North Central | $ 66,284.1 | $ 64,719.1 | 2.4% | 6.7% | 6.5% |
| South Atlantic | $ 203,811.3 | $ 202,458.9 | 0.7% | 20.6% | 20.5% |
| East South Central | $ 55,889.0 | $ 54,996.1 | 1.6% | 5.6% | 5.6% |
| West South Central | $ 101,365.6 | $ 99,693.0 | 1.7% | 10.2% | 10.1% |
| Mountain | $ 55,129.1 | $ 53,401.8 | 3.2% | 5.6% | 5.4% |
| Pacific | $ 136,076.7 | $ 139,714.1 | -2.6% | 13.7% | 14.1% |
| TOTAL UNITED STATES | $ 989,919.5 | $ 989,940.6 | 0.0% | 100.0% | 100.0% |
| Total Number of Deliveries | $ 26,489.8 | $ 29,387.5 | -9.9% | ||
| Average Value of Delivery * | $ 37.37 | $ 33.69 | 10.9% | ||
| * Includes delivery charge | |||||
Go to next page to see States in Each Region
Note: While only American Floral Services, Florafax International, Florists' Transworld Delivery Association, Teleflora and Redbook are active participants in this Study, it is believed the totals reflect a fairly accurate picture of all floral industry wire service deliveries. This is accomplished through a commonly used method of technological or qualitative forecasting called the "Delphi Approach."
The Delphi Approach, originally developed at the Rand Corporation, is essentially a method for obtaining a refined consensus from a group of experts. This method seeks to be a systematic use of individual assessments and can be used whenever a group consensus is needed, whether a forecast or some other type of estimate.
Application of this method requires a group of experts (in our case, the four participants of the program) who are willing to answer specific questions relating to a problem (in our case, estimation of total industry volume). These experts do not meet, but rather are kept apart from one another so that their judgment will not be influenced by social pressure or other aspects of small-group behavior.
In applying this method to the Endowment Study, participants are asked, by letter, to submit their estimate of total industry activity based on the core data contained in the Monthly Report on Wire Service Activity each receives.
From the responses to these questions a consensus is drawn and applied to the existing core data to arrive at an estimate of total industry activity.
