The document discusses marketing research and forecasting demand. It covers the marketing research process in 10 steps: 1) justify need, 2) define problem and objectives, 3) identify data needs, 4) identify data sources, 5) choose research design, 6) design instrument, 7) identify sample, 8) collect data, 9) analyze data, 10) present findings. It also discusses forecasting total market demand using variables like number of buyers, quantity purchased, and price. Key variables that impact forecasting include demographics, economics, sociocultural factors, and technology.