ABSTRACT
This chapter deals with the different concepts of demand measurement and a number of qualitative forecasting methods. It discusses quantitative methods and a number of interesting applications of regression analysis. The market demand corresponding to a given effort is known as the market forecast in a given marketing environment. Although assessment of each type of market is not an obvious measurement, it is an interesting idea and has a practical value in the framework of the marketing of a product or a destination. It is subject to all the determinants of market demand plus all the other elements that influence company market share. Although they have a value of their own, qualitative methods are a useful complement to more quantitative analysis. The critical t-values are influenced by the number of observations and the number of parameters to be estimated; they can be found in most statistical handbooks.
