Lesson Plan

• Describe what reliability means in market‑research data.
• Explain the key factors that influence data reliability.
• Apply qualitative and quantitative methods to assess reliability.
• Evaluate a research design using a reliability checklist.
• Propose improvements to increase the reliability of a survey instrument.

• Projector and screen
• Whiteboard and markers
• Printed reliability‑checklist handout
• Sample questionnaire (online‑survey screenshots)
• Calculator or spreadsheet software for statistical tests
• Laptop with internet access

Start with a quick poll: ask students to recall a recent product survey they have seen and discuss whether the results seemed trustworthy. Connect this to earlier lessons on primary vs. secondary data. Explain that by the end of the lesson they will be able to identify and improve reliability in market‑research data.

1. Do‑now (5’) – Students write a brief response on why a recent survey felt reliable or not.
2. Mini‑lecture (10’) – Define reliability, its importance, and the six key influencing factors.
3. Group activity (15’) – Using the reliability checklist, evaluate a sample questionnaire and highlight weak points.
4. Demonstration (10’) – Calculate Cronbach’s alpha and a test‑retest Pearson correlation with provided data using a spreadsheet.
5. Guided improvement (10’) – Teams suggest specific changes to the questionnaire to boost reliability.
6. Quick check (5’) – Exit ticket: one sentence stating how they would ensure reliability in their own research.

Recap that reliability provides consistent, trustworthy data essential for sound business decisions, reviewing the checklist and statistical checks demonstrated. Collect exit tickets as a retrieval check. For homework, students design a brief questionnaire and outline a plan to test and improve its reliability.