One of Kraft's hallmark brands is Jell-O. During May 2009, the Jell-O Sugar FreePudding cups line was getting a makeover with the introduction of two new flavors:

Boston Cream Pie and Cinnamon Roll.

a. What survey research would you have done to determine whether to introducethese new flavors?

Based on the adage that variety is the spice of life, it is a common practice infood marketing to cycle in new flavors and remove older ones to ensure thatcustomers stay interested. Let's assume that that is the case with Jell-O and itspudding cups line for this exercise. The question already assumes a survey is theresearch method of choice. We can assume also that the company has a panel ofJell-O Sugar Free Pudding cup loyalists as participants, people who purchase thebrand regularly and are familiar with the flavor selection, or that Jell-O is using theintroduction of the new flavors to attract new users, so they are using a randomsample of people who regularly purchase pre-made sugar-free products. While a tastetest (experiment) is also likely in this research, either combine the survey with thetaste test or ignore the experiment for this exercise.

BUS330 - Business Analytics

Unit 6 Assignment- Questionnaires and Instruments

b. Next, design the questionnaire for the survey research you would have done.

This doesn't have to be a massive project! Just show me you understand the premiseof "Questionnaires and Instruments"!

Look through the exhibits noted below to help in the process of designing yourinstrument.

Exhibit 13-2: Flowchart for the Instrument Design: Phase 1

Exhibit 13-5: Flowchart for Instrument Design: Phase 2

Exhibit 13-10: Flowchart for Instrument Design: Phase 3

Exhibit 13-8: Summary of Scale Types

Exhibit 13-6: A summary of the Major Issues Related to Measurement