I have found, that to know what to ask, you need to know a little about bikes and bike parts -- there are a LOT LOT LOT of resources on the web, in books and magazines, and of course, this forum ... but, really, if you got some basics down, you will be OK and able to make a good choice. IMO, basics to know:

1. Your measuresments to get a "range of proper sizing" for BIKE FIT! Stores want to get rid of inventory, so they MAY sell you what they have in stock, not necessarily what is best for you, if you don't know a little about bike fit. Based on your measurements, would a women's specific frame be best for you (women usually have shorter torsos, longer legs, smaller hands)?
2. Know the tier of components: Shimano -- Dura-Ace, Ultegra, 105, etc.; Campagnolo -- Record, Chorus, Centaur, etc.; Sram -- Force and Rival.
3. What will you be using the bike for -- long rec rides (goals?), races, off-road, a little of both, etc., etc. Know your GOALS -- not what you can do now, but what you want to do. Your goals may change with time, but at least you know what you want to achieve which will help you choose a bike!
4. Budget? How much money are you willing to put into it. Do you want to put your money into frame versus components or better components and change frame later? OR, is this "THE BIKE" and you want best of everything you can afford at XYZ price -- no future upgrades?
5. Frame materials: so MANY choices -- maybe a little pros and cons of each type may help. It will probably go hand-in-hand with what you will use the bike for, component choices, and budget. Just know you can buy a "$10,000 bike" no matter what frame material you choose -- like the components, it is all a matter of what tier you want and can afford!

RESEARCH -- this month, both Bicycling Magazine and Road Magazine have bike and parts pick issues ... maybe worth looking at! Good Luck!