Marketing and economic data can be very useful for driving business and managerial decisions. Various data can be derived from primary and secondary resources. Manager can make inferences through statistics or econometrics, or they can use direct information that is derived from consumers through various marketing strategies or tactics. How does the empirical analysis of automobile demand illustrate the fact that not only do consumers consider the monetary price of purchasing an automobile, but they also are sensitive to other costs (or the "full price") of the purchase?