Survey Design
Marketing Research Report Part 2 Instructions
Survey Design
In this assignment, you will build on the initial research problem assignment.
1. In 200-300 words, discuss how you will use quantitative research for this study, incorporating support from research in current APA format.
2. Review the Questionairre and Form Design sections in the Malhotra text. In 200-300 words, briefly describe the methodology you will use for your research. (For example, submitting an online survey using Survey Monkey through your online social media channels over a period of 7 days, targeting 30 valid responses from a university student population.) Be specific here, clearly defining who your target population is for survey distribution, how you will deploy your survey, and your sample size. (There is a lot of research around appropriate sample size for a reliable and valid survey; for these assignments, please target 30 valid and fully completed survey responses.)
3. Submit your Questionnaire Design in Appendix A (the Appendix A section will follow the References section at the end of your paper). Please include a mix of questions that are relevant to your research problem, targeting 8–10 questions. Questions should include at least two demographic questions such as age, gender, income, etc. as this is important information to help you with analyzing your data in the next step of this assignment. Also, please include fixed-alternative questions (provide a scale or specific answer options for the respondent to select from). Do not use open-ended questions as these will be difficult to code in the next step. You may find that a survey instrument already exists for your research problem. You may use a previously tested survey but must attribute credit to the survey source.
4. Please submit this assignment as a continuation of your Part 1 submission (with any revisions included from your Part 1 feedback), incorporating your written components into the document in paragraph format (with appropriate section headings). Your paper should now be approximately 1,000-1,200 words.
5. The organization of the Marketing Research Report sections/headings is as follows: Title page, Body of Report (Introduction, Research Problem, Literature Review, Methodology, Results, Conclusions and Recommendations), References, Appendix A, Appendix B, Appendix C.
6. In preparation for Part 3, deploy your survey through the methodology you have outlined and begin collecting your survey data once you have received and incorporated Part 2 assignment feedback.
This assignment is due by 11:59 p.m. (ET) on Monday of Module/Week 4.
DRAFT 1:
Marketing Research
What Causes Diners To Pick Mcdonald’s Over Burger King For Lunch?
Fast food has become an option for people, especially the working population in the
world today. For this reason, people have chosen to venture into the fast-food business, and just
like any other form of business, there are the big corporations that take over a specific business
opportunity (JAUHARI, 2020). In most cases, two corporations go head-to-head and establish
rivalries in terms of the quality of services offered, with one always being the stronger and the
other ever trying to overtake the stronger competitor. As a result, McDonald’s, the most popular
fast-food corporation, has been in control of the fast-food business for more than half a century
in America (JAUHARI, 2020). At number two comes Burger King, which has rivalled
McDonald’s to the extent that the latter is now borrowing ideas from the former, aiming to keep
up with the stiff competition (JAUHARI, 2020). However, people still have a liking towards
McDonald’s and have continued to dine at McDonald’s. This paper thus seeks to establish why
the corporation is preferred to its stiff competitor Burger King. (Please present the research problem as a question.)
Bearing in mind that McDonald’s was started a year after Burger King, it is with great
interest that a person would want to establish why McDonald’s overtook a one year older
corporation or why Burger King was overtaken for that matter (Busu, 2018). Therefore, the
issue is worth study because it is without a doubt that there are several business strategies that
McDonald’s used that can be of the essence to companies wishing to start their businesses now.
Due to the nature of the products and services offered, some of the variables that are definitely
applicable to the situation include quality of services, including how customers are treated
before they order, after ordering and when leaving the food outlets, the price differences
between the two corporations, size, and awareness that the corporation exists among many
more (JAUHARI, 2020). (Clear study variables are identified.)
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(Literature Review subheading is missing. Please add.)
According to Busu M, McDonald’s might have the controlling force in the fast-food
industry due to their services’ value and promotions based on interviews from their customers
(Busu, 2018). It is evident that a person will go for the options where they feel most satisfied
with and see the value for their money. Additionally, the human mind will always be tilted
toward making decisions with rewards at the end (Busu, 2018). Due to McDonald’s
promotions, more and more people are attracted to the corporation and are retained, thus
growing a vast customer base in America.
For some time, there were complaints about the prices of food being high at
McDonald’s. The corporation did not take that lightly and thus responded immediately to the
situation. Currently, McDonald’s is offering meals from as low as one dollar and presenting
them in the best way and, at the same time, ensuring that though the meals are cheap, they are
also of high quality (Rajawat et al., 2020). Thus, the corporation has retained its customers
since they can now get high-quality meals at a lower price and attract more customers who
desire to try the services offered.
In addition to low price meals and promotions, McDonald’s has developed another
potent weapon against Burger King, which is to offer international foods in their outlets. The
fact that it offers international foods alone attracts customers who would even not think of
dining at fast foods because fast food outlets provide only a specific type of food (Utama et al.,
2020). Additionally, Americans from different parts of the world now feel that a corporation
recognizes the importance of their cuisines and what they mean to them, thus becoming
customers of McDonald’s over Burger King automatically.
The food Inc., McDonald’s, also considers international travellers and thus serves food
for people in different time zones at the same time. For example, the corporation is now
offering all-day breakfast to cater to the needs of those who might want to take breakfast while
others take lunch, while others take lunch depending on the time zones they have travelled from
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(Rajawat et al., 2020). Naturally, people associate themselves with people or places they feel
appreciated, and thus, McDonald’s continues to build its customer base by accommodating
international travellers’ needs.
Furthermore, McDonald’s acknowledges that not everyone who wants to dine with them
has to come to their food outlets to get food (JAUHARI, 2020). As a result, McDonald’s
respond quickly to the orders they receive online. The corporation is also in talks with Uber
Eats in the quest to shake off competition in the food delivery process (Utama et al., 2020).
Once it partners with Uber Eats, the corporation will likely become unbeatable unless Burger
King comes up with an unheard-of technique to counter the competition from their long-time
rival.
Moreover, it is important to acknowledge that McDonald’s has been the better fast food
service provider in America (Busu, 2018). Therefore, the public might always be deceived that
no matter what, McDonald’s will always be better than Burger King. As a result of this notion,
Americans might never want to try Burger King first but always choose McDonald’s as their
first option for fast food (Utama et al., 2020). Once they get a good experience with
McDonald’s, they thus remain its customers, and the trend keeps repeating such that the more
extensive customer base will always be with McDonald’s but not Burger King.
Due to its large capital base, McDonald’s has more fast food outlets that are
strategically located across America. Having more food outlets than its stiff competitors Burger
King is another reason it has a larger customer base. People get fast foods because they are
either starving or are not able to cook at the moment. They thus get out in search of a fast food
outlet, and in this case, two out of three times, they are likely to find a McDonald’s food outlet
first since the corporation has more outlets than Burger King (Busu, 2018). When they do, they
automatically become customers of McDonald’s, which increases the customer base.
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Therefore, the above-described reasons prove why McDonald’s continues to dominate
against Burger King. Identification of the customers’ needs and the utilization of the company’s
strongholds to its advantage are the critical tools used to ensure it remains at the top of the pile
in fast food delivery services. (A valid lit review is provided.)
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References
Busu, M. (2018). Game theory in strategic management-dynamic games.
JAUHARI, D. S. (2020). A study on impact of promotional strategies by branded fast food
industry on consumers. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(7),
7009-7020. (DOI missing)
Rajawat, A., Kee, D. M. H., Malik, M. Z. B. A., Yassin, M. A. Q. B. M., Shaffie, M. S. I. B. A.,
Fuaat, M. H. B., … & Santoso, M. E. J. (2020). Factors: Responsible for McDonald’s
Performance. Journal of the Community Development in Asia, 3(2), 11-17.
Utama, A. G. S., Kumar, N., Wen, S. J., Kee, D. M. H., Er, T. M., Xin, T. P., … & Ganatra, V.
(2020). Factors Influencing Consumer Behaviour: A Case of McDonald’s. Advances in
Global Economics and Business Journal, 1(2), 55-64. (Formatting is close, but a few areas need revision – please check the APA Sample Paper for visual guidance.)
REVISION NOTES: are in bold and ( …… )
