$3.$ Kraft: Marketing Research Behind Ritz Toasted Chips

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Kraft: Marketing Research Behind Ritz Toasted Chips

What is the difference between a cracker and a chip? Kraft asked that very question as it decided to launch Ritz Toasted Chips, an extension of their Ritz cracker brand, originally launched in $1934.$ Kraft needed to do market research to understand what would be the best product to create and introduce to the market.

Because research is both expensive and time consuming, it is important to establish in advance exactly what information is required to answer specific research questions and how that information should be obtained. It is important to ensure that the potential benefits of answering the research questions exceed the cost of conducting the research.

Click the $?$ button to watch the video. Then, answer the questions that follow.

$3$c$.$ Consumers' differing attitudes toward cracke...

Consumers' differing attitudes toward crackers and chips were discovered during

Multiple Choice

survey design.

data collection.

data analysis.

research design.

setting research objectives.