Objective In free of bias. Reflects as accurate a judgment as can found. Reflects the views of the customer.
Quantified Can be counted with reasonable accuracy. If a sample is used, the sample is a representation of the whole customer base. Has categories of different customers. Buying behavior. Attitudes.
Current The latest information. Recent publications. Within one year or less.
Projective The evaluation produces a preliminary forecast. A good estimate of sales over the next few years.