Marketing

Consumption patterns for chips and snacks change often. The brand manager for Lay’s chips would like to conduct a telephone survey to determine the consumption of chips and snacks.

1. Visit www.fritolay.com/lays and search the Internet— including social media—as well as your library’s online databases to obtain information on the consumption of chips and snacks. Design an appropriate questionnaire.

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2. Train an interviewer (a fellow student) and have her or him conduct the telephone interview with a respondent (another student).

3. How would you supervise this interviewer?

4. As the brand manager for Lay’s chips, what information would help you formulate marketing strategies to increase sales?

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