1.5. Challenging an Analytic Business Question

There are of course simple questions that can hardly be misinterpreted. For example, "Has the market research study shown a significant difference in age between product users and non-users?" If in the data we have an age column and a product usage YES/NO column, the analysis can easily be performed.

The analysis world is, however, not always so easy that simply a question is posed and it is obvious which data are needed or which method should be applied. There are many analytic business questions that have to be asked again or challenged.