Unit 2 Marketing Research Project
Learning Targets:
KELLOGG'S Cereal Project
A Study in Product Development
You are Hired!!
You have been hired as the new President of Product Development for Kelloggs.
You have been given the task of creating a new cereal to help them regain their cereal market share.
Your cereal will be designed to reach a new niche market that is not currently being addressed.
Project Requirements
Include the following information in your project:
Primary Research--Survey
Each partnership / person must create a survey.
The survey must be distributed to at least 20 different people.
The survey must ask questions to learn about their consumers and determine a marketing mix that will satisfy a particular target market.
Primary Research--Survey
Your data collection will be done exclusively by creating a survey.
How do you make an effective research survey that will get you the most information in the easiest way?
1. Define your surveys purpose
2. Keep it short and sweet
3. Closed ended questions - yes, no, multiple choice
4. Give specific choices
5. Limit the number of ranking options
Primary Research--Survey
What should you learn from your survey?
What is your purpose?
Include 8-10 questions
Must be Closed Ended questions
What psychographic data / market knowledge needs to be learned here to help create an effective product and find your niche?
FAVORITE CEREALS, COLORS, TASTE / FLAVOR, SHAPES, INTERESTS, TEXTURES, SIZE, PACKAGING, CELEBRITIES / ATHLETES / PEOPLE ADMIRE / CORE BENEFIT
Survey Requirements
Consumer Demographic info:
Name: _____________________________________
Year in school ___ Gender____ Homeroom __________�
Titled: Cereal Product Development Team