ARMA 模型（Auto-Regressive and Moving Average Model）是研究时间序列的重要方法，由自回归模型（简称AR模型）与滑动平均模型（简称MA模型）为基础“混合”构成。在市场研究中常用于长期追踪资料的研究，如：Panel研究中，用于消费行为模式变迁研究；在零售研究中，用于具有季节变动特征的销售量、市场规模的预测等(ARMA model is an important method to study time series. It consists of auto regressive model (AR model) and moving average model (MA model). In the market research is often used to study long-term tracking data such as: Panel, used to study the mode change in consumer behavior; retail research, for with the seasonal variation characteristics of the sales volume, market size forecast)