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Research question Definition

The main question a research project aims to answer; a clear statement in the form of a question of the specific issue that a researcher wishes to analyze.

A research question is the central query a market research study seeks to answer. It defines the purpose of the research and guides the design, methodology and analysis.

Who relies on research questions in market research?

Client-side insights teams, research agencies, strategists, product managers, brand teams and decision makers rely on clearly defined research questions to ensure the study delivers relevant and actionable results.

What are the key aspects of research questions in market research?

• Focused, specific and measurable.
• Aligned with business objectives.
• Drives the choice of methods and data collection.
• Can be exploratory, descriptive or causal.
• Forms the foundation for survey design and analysis.

Why are research questions important in market research?

They ensure that the study remains targeted and relevant, avoiding scope creep or misaligned data. A well-crafted research question helps generate insights that directly inform decisions and solve business challenges.

How do market researchers use research questions?

Researchers use them to structure the research process, develop instruments (e.g., surveys, interview guides), select methodologies and analyze findings with clarity and purpose. They also use research questions to frame conclusions and recommendations.