This document discusses demand estimation through regression analysis. It explains that regression analysis is used to model the relationship between a dependent variable (like quantity demanded) and independent variables (like price, income, etc.). By minimizing the errors between actual data points and the estimated regression line, regression analysis provides the "line of best fit" for estimating demand relationships. The document outlines different marketing research approaches used to collect demand data, including consumer surveys and market experiments. It also discusses the identification problem in directly observing demand from price-quantity data due to shifting supply curves.