Suppose a developer is interested in building a new apartment community. Through her
market research, the developer has determined that the target market segment potential
in year 1 consists of 100 households. The developer believes that the target market
segment potential will grow by 5% annually over the next five years. If the developer
projects a capture rate of 25% for each of the next five years, but is only to sell 26
apartment units in each of the next five years, in which year will her actual sales first
fail to meet her projected sales numbers?
A. Year 2
B. Year 3
C. Year 4
D. Year 5
Since most data for a given market study is not readily available, analysts must be
creative in their use of data that they are able to obtain. The primary source for detailed
household demographic information is:
A. the U.S. Bureau of the Census
B. the Federal Reserve
C. the local tax collector’s office
D. Not available publicly