1. Based on the output from their data search, the Fulkersons have a number of variables that can be used to assess the market potential for furniture stores in each market. What are these variables?
2. What is wrong with evaluating the MSAs based on the number of furniture stores already existing in those geographical areas? What additional information could the Fulkersons use as a better metric for determining “retail saturation” for furniture stores in each MSA?