Assignment:
1. Kraft needed to know what the best product would be to bring to the chip market. For this reason, Kraft's research efforts would be devoted to developing Ritz Toasted Chip's
- distribution strategy.
- posttesting research.
- sales forecasts.
- advertising schedule.
- product concept.
2. Kraft examined industry research suggesting...
Kraft examined industry research suggesting that the growth of chip sales was twice that of cracker sales. This industry data, collected by someone other than Kraft, is best described as
- creative concept data.
- primary data.
- secondary data.
- qualitative data.
- tertiary data.
3. Focus groups are a useful way to learn from...
Focus groups are a useful way to learn from consumers. The data generated from Kraft's focus groups is best described as
- tertiary.
- advanced.
- quantitative.
- qualitative.
- secondary.
4. The focus group suggested that the term ba...
The focus group suggested that the term "baked" was seen by consumers as lacking in flavor. A better term was "toasted." These observations will be used later by creatives to develop ad copy. The best term to describe research that measures target audience acceptance of creative ideas is
- advertising strategy research.
- qualitative research.
- posttesting.
- creative concept research.
- marketing research.
5. Kraft did research to decide where the Ritz...
Kraft did research to decide where the Ritz Chip should be placed in a store-the chip aisle with other chips, or the cracker aisle with other Kraft products. The company decided on the latter. Research to make decisions like this (how the product should be displayed, packaged, priced, etc.) is best described as
- creative concept research.
- marketing research.
- advertising research.
- advertising strategy research.
- posttesting.
6. Kraft found that sales of the Ritz chip prod...
Kraft found that sales of the Ritz chip products were better than expected and that the research activities paid off handsomely. Tracking sales of a product after a campaign is also a kind of research, called
- posttesting.
- pretesting.
- creative concept research.
- advertising research.
- advertising strategy research.