Using data in the case, estimate market potential and sales potential in the projected market area.

There are at least two ways to estimate market and sales potential from data in the attached studies. The KP chapter discussed what it calls "market sales potential." This terminology is incorrect as it implies that a single measure is used. In reality market potential is distinctly different from sales potential. Market potential is the maximum $($best case$)$ sales in dollars

${?}^2$ Primary data are new data collected specifically for a defined problem. In marketing, primary data are mainly collected via surveys and test markets.

$2$

and$/$or units for all competitors serving a particular industry in a given geographic area at a given point in time. Sales potential is the best$-$case sales for a single company, i$.$e$.,$ its potential market share in dollars and$/$or units.$\text{'}$