SUMMARY The usual procedure in time series analysis is for the parameters to be estimated using ordinary least squares. However, the. forecasts are often evaluated using a totally different criterion, mean absolute percentage error, for example. Here, via the examination of a large number of data series, we examine the effects of using the forecast evaluation criterion as the estimation criterion. In a recent paper, Makridakis et al. (1982) presented the results of a comprehensive empirical study comparing the forecasting ability of various time series techniques. The methods used in that experiment were of two distinct types. Most were techniques which may be considered automatic, in the sense that the data are put into the computer, a program executed and the forecasts produced. The only really personalzed technique, requiring considerable input from the analyst at various stages during the model selection and verification process, was the Box and Jenkins (1970) method. In fact, the analysis of the 111 series for the Makridakis experiment took the present authors over 3 months of part-time effort, with some of the more difficult series requiring up to five or six iterations of the well-known cycle of identification, estimation and diagnostic checking. Overall, it would not be too much of an understatement to describe our reaction to the published results as disappointment, especially given the positive statistics of Newbold and Granger (1974) and others in previous studies. For example, the mean absolute percentage error (MAPE) averaged across the 111 series for the Box-Jenkins method was 18.0, while the Parzen (1982) method and simple exponential smoothing on the deseasonalized data resulted in 15.4 and 16.8 respectively; both substantial reductions. After all, one would expect gains in accuracy from the more personalized and time-consuming Box-Jenkins procedure. Newbold and Granger (1974), however, considered only three techniques, Box-Jenkins, Holt- Winters and stepwise autoregression, and the relationship between the forecast performance of the first two of these is essentially the same there as in Makridakis et al. (1982). Further, Andersen (1982) has re-examined some of the series to determine reasons for the disparity between the reported and anticipated results. He found that if one considers only series of reasonable length and uses the (perhaps artificial) forecast criterion of geometric mean of squared one step ahead forecast errors, then the comparison of forecast statistics from the Box-Jenkins models in Makridakis et al. (1982) and long autoregressive models is also essentially the same as that from the Box-Jenkins and stepwise autoregressive models in Newbold and Granger (1974). In this paper we consider a different approach. The usual practice in time series analysis, used in both the experiment and Andersen (1982), is for ARIMA models to be estimated by least squares. Theoretically, minimization of the residual sum of squares is asymptotically optimal