WHAT IS KRAFT “KRAFTING”?

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Surveys and focus groups tend to be two research methods that are frequently used. Depending on which format is utilized, the questions and approach are very different. In this discussion, you will actually be developing questions for a survey OR focus group outline. The instructor will notify you of the type of research (survey or focus group outline) your team will be conducting by posting it in the announcement area. The situation is noted below.
To give you sufficient time, this assignment is divided between Week Five and Six. During Week Five (this week), you will develop these questions and post them in this discussion area as a team. During Week Six (next week), your instructor will assign your group one team’s research tool to evaluate and provide feedback on. Specific instructions will be found in the Week Six discussion area.
Your response should be limited to 2-3 pages. As a team, post your research tool (survey or focus group outline) no later than Sunday in this discussion forum. There will be only one post from each team in this discussion area.
Situation
Kraft Foods well known for their snack and food brands has been recently acquired in October 2012 by Mondelez International. Mondelez International has leading shares in many categories including biscuits, chocolate, candy and powdered beverages. For this discussion, your team has become the marketing leaders for Kraft Foods. You have been asked to introduce a new product to add to the Kraft brand of items. To become familiar with the Kraft products please visit this link:
https://www.kraftfoodservice.com/productsandbrands/productmain.aspx
As the marketing leaders for Kraft you are responsible for creating a survey or developing a focus group outline around this new product. Once you have received your assignment from the instructor, include the following information in your paper:
Explain what the research question/topic will be (What are you trying to find out?)
What type of new product are you (Kraft) introducing to the marketplace? Describe it in detail.
Where/how the research will be conducted?
Who is the target market?
And, any other important information you feel is relevant to “set the stage” for this research.
This introduction will then be followed by ten questions that would be asked in your survey OR focus group outline that your team has developed. This 2-3 page research paper can be posted in this Discussion Forum. Please do not comment on them this week. The instructor will assign each team a research tool to critique in Week Six.
Additional Research:
Below are additional resources that will help with the development of your questions. Be sure to also visit the many website sources that are listed in the Multimedia folder.
https://www.marketingresearch.org/focus-groups
https://www.knowthis.com (click on market research)