VIII. Purpose and Scope of Market Analysis

Chapters in this book

1. Frontmatter I
2. Preface VII
3. Contents XI
4. Tables XVII
5. Charts XIX
6. I. Origin and Meaning of Budgetary Control 1
7. II. The Place of the Sales Budget in the Budgetary System 16
8. III. The Classification of Sales and Costs 31
9. IV. Ratio Analysis of Sales and Costs 45
10. V. Functional Analysis of Sales and Costs 68
11. VI. Measurement and Prediction of Long-Term Forces Affecting Sales and Costs 86
12. VII. Measurement and Prediction of Medium and Short Term Forces Affecting Sales and Costs 107
13. VIII. Purpose and Scope of Market Analysis 129
14. IX. Methods of Collecting Market Information 144
15. X. The Theory of Sampling as Applied to Market Data 159
16. XI. Statistical Methods of Testing the Significance of Market Factors 177
17. XII. Statistical Methods of Testing the Adequacy of Market Samples 208
18. XIII. Methods of Analyzing Market Data 222
19. XIV. Types of Market Indexes and Methods of Construction 234
20. XV. Combination and Application of Analyses 262
21. Appendix A: Monthly Sales of W. T. Grant and Company for the Period 1923–38 287
22. Appendix B: Mechanics and Principles Governing the Use of the Mail Questionnaire 288
23. Classified List of References 295
24. Index 303