Research Basics
What is primary research?
Collecting NEW data directly from customers
What is a leading question?
A question that pushes people toward a certain answer.
Why is surveying only your friends a problem?
It is not a fair sample and can lead to biased results.
What chart represents the population better and reduces bias.
Line graph
If sales increase each month, what trend is occurring?
An upward (increasing) trend.
What is secondary research?
Using EXISTING information already collected
What is a double-barreled question?
A question that asks two things at once.
Why is surveying only your friends a problem?
It is not a fair sample and can lead to biased results.
Which chart compares categories?
Bar graph.
If 45 students choose drinks and 10 choose personal care, which is most popular?
Drinks.
Why does market research reduce financial risk?
It helps businesses make decisions using evidence instead of guessing.
Why should survey questions be neutral?
Neutral wording reduces bias and improves accuracy.
Give one example of a fair sampling method.
Survey students from multiple grade levels or randomly during lunch.
Which chart shows parts of a whole?
Pie chart
What does a trend tell a business?
It shows patterns over time that can help predict future results.
What is the difference between population and sample?
Population=whole group; Sample=smaller group surveyed.
Give an example of a rating scale question
Rate satisfaction 1–5 (1 = low, 5 = high).
How can you reduce bias when collecting data?
Survey a diverse group, collect enough responses, keep questions neutral.
When would you use a bar graph instead of a pie chart?
When comparing categories with numbers rather than percentages of a whole.
If most customers are ages 13–17, how should marketing change?
Focus marketing on teens (platforms, style, pricing).
Why does a higher response rate improve reliability?
More responses usually represent the population better and reduce bias.
Rewrite: 'Don’t you agree our product is amazing?' neutrally.
How would you rate our product?
Why is surveying multiple grade levels better than one class?
It represents the population better and reduces bias.
Why can the wrong chart mislead decisions?
It can hide patterns or exaggerate differences, leading to bad choices.
Focus marketing on teens (platforms, style, pricing).
Increase inventory, continue promotions, or expand the product line.