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Decision Tree
A graphical diagram consisting of nodes and branches that depicts the structure of a business decision. The relationship between a present decision, chance events, competitors' activities, and possible future decisions and their results. Used to examine various aspects of the decision, for example new product development, asset management, marketing strategies, manufacturing plant modernization programs, etc.

Demographics
Common socioeconomic characteristics, information, or statistics used for population segmentation in a geographic unit. Typical demographic data points include age, gender, education, postal code, and income.

Driving Forces
Kurt Lewin, an American social psychologist, defined this as an issue held in balance by the interaction of two opposing business forces: 1) driving forces – those seeking to promote change; and 2) restraining forces – those attempting to maintain the norm or status quo.