Research: McDonald’s Corporation
C. Michael Larpenter, Justin Dowdy, Whitney White, Varonika Allen
Business Research 351
University of Phoenix
October 29, 2012
The purpose of the following essay will be to discuss the significance, scope, magnitude and feasibility of finding a solution to the issue, opportunity, or problem within the McDonald’s Corporation. In this example will be discussing the correlation of obesity in America and how that impacts the market model of McDonald’s.
In January 2009-2010 the CDC released information that just over 37% of Americans on average were facing obesity (CDC/NCHS, National Health, and Nutrition Examination Survey, 2009–2010).
The problem is that Americans are taking in more calories because of the types of food and ways those foods are prepared, coupled with the lack of exercise to reduce the build-up of those calories. The fast food chain, “McDonald’s” has become hypersensitive to this situation and is considering making changes in their menu to provide a healthier menu choice to patrons. As a result of identifying this issue and in an effort to establish these changes and provide better choices McDonald’s has implemented a plan of research to help define their strategy. The research questions that they could be following should resemble the following research questions:
1.) What is the definition of a healthy diet?
2.) What factors appeal to one when purchasing at McDonald’s?
3.) Given the choice of McDonald’s, Taco Bell or Kentucky fried Chicken, why would / wouldn’t one choose McDonald’s?
4.) In your opinion, what is the healthiest meal you can purchase at McDonald’s?
The hypothesis of MC Donald’s food is consumers became ill. The hypothesis explains why millions of consumers eat the food. The consumer consists of eating fatty foods such as burgers, fries, desserts, and ice cream. “Nowadays, some two-thirds of Americans are overweight, roughly 30 percent of American children are overweight or obese, and Big Macs and super-size French fries have drawn criticism and lawsuits for MC Donald’s promoting obesity” “Governments and influential health advocates around the world blame the marketers for explosion in childhood obesity” (Deng, 2009, p. 42). Across the entire nation MC Donald’s supersize has a negative impact to consumers. The menu has changed its course over a length of time. MC Donald’s restaurant has affected their eating lifestyle to consumers. MC Donald’s wanted consumers to purchase two meals instead of one. To understand the urgency of childhood obesity and the amount of McDonald’s fast food that is consumed by children, we would need a probability sampling. A probability sampling allows researchers to use a random sampling of the elements to minimize or eliminate sampling bias (Cooper & Schindler, 2011). Within probability sampling, a systematic sampling would be very useful and appropriate for this study. Systematic sampling will have every kith element in the population sampled, beginning with a random start of an element in the range of 1 to k (Cooper & Schindler, 2011). Systematic sampling gives the research study a lot of flexibility while also making the study relatively simple. To draw the systematic sampling we would need to do the following: 1. Indentify, list, and number the elements in the population, 2. Identify the skip interval, 3. Identify the random start, 4. Draw a sample by choosing every kith...
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