2.4.2 Understanding business performance - Word Drop

Data based on numbers and figures is called ______ data, and it can be shown in charts and graphs. A bar graph is used for ______ between categories, a pie chart shows how a whole breaks into parts, and a line graph shows the effect of a change in one value on another.

Financial data helps to judge how well a firm is performing. The gross profit ______ shows gross profit as a percentage of revenue, and net profit margin and average rate of return are other measures of performance. Limited companies must make their profit and loss figures ______, and a firm that performs well attracts investors, so its share ______ rises.

Marketing data is collected through surveys and ______ cards, and it shows what customers require, known as their ______. Campaign data measures the ______ rate, the actual sales resulting from adverts. Market data shows whether a market is expanding, known as market ______, and average ______ data groups customers by how much they earn.

Using this data helps a firm decide whether to enter or leave a ______ and reduces the risk of poor decisions. However, data has limits. It is ______, which means it goes out of date quickly, and the time period covered may be inappropriate. Predictions about the future, called ______, are based on past events and can be unreliable.