Mcdonald Marketing Research Proposal

Topics: Marketing, McDonald's, Psychographic Pages: 8 (1788 words) Published: April 17, 2011

The McDonalds Corporation has to be continually aware of its consumer behavior, their eating habits, as well as the situation and the trends in the market in order to understand if there is a need of any changes in their marketing strategy. Any important modifications in the marketing activities of the company have to be backed up by legitimate research. The introduction of new products, decisions on whether to invest more in certain channels of distribution, change of features of the product, advertising or pricing strategies have to be backed up by evidence based on the results of continuous marketing research. In the case of a big corporation like McDonald’s, the marketing research reports should answer lots of consumer behavioral questions in order to distinguish patterns and identify trends and directions of its operations. Therefore, the company is in need of a marketing research design that will continuously supply the corporation with necessary information regarding important marketing related questions that help understand consumer behavior; and that identifies trends that might suggest changes in the marketing strategies. Also, the marketing research report will determine the amount of investment and effort required for research and development activities, crucial for modern companies.

Research Questions:

Q1. What is the psychographic and demographic profile of the costumers of McDonald’s restaurants?

Q2. What is the overall public opinion about McDonald’s restaurants?

Q3. How satisfied are the costumers with McDonald’s product?

Q4. How satisfied are the consumers with McDonald’s prices?

Q5. What are the most popular combinations of McDonald’s products?

Q6. What are the most and the list successful products among specific segments?

Q7. How do eating behaviors differ among the customer segments?

Q8. Which locations within specific geographic areas are the most and list popular among McDonald’s customers?

Q9. Does the McDonalds product correspond to the proposed standards?

Q10. How effective is MacDonald’s advertising?

Q11. What are the changes in the eating trends within USA?

Q12. How much time do customers spend consuming the products in the restaurant?

Q13. What is the percentage of McDonald’s customers taking away the purchased products?

Q14. What is the percentage of McDonald’s customers use the drive through?

Q15.What is the quarterly and annual sales statistics in terms of geographic dispersion?

Q16. When are the most sales registered in terms of day, week, month, season, and year?

Q17. What market share does McDonalds have in the fast-food restaurant business?

Q18. Who are the competitors of McDonalds in the restaurant business?

Q19. What changes did the competitors make in their marketing strategies?

Research Objectives:

O1. (Related to Q1)
To collect specific demographic, as well as psychographic data about McDonald’s costumers, in order to identify possible changes occurring in the target market and market segments.

O2. (Related to Q2, Q3, Q4, Q10)
To collect specific attitudinal data of McDonalds costumers in order to identify the public opinion about McDonalds, and the costumer satisfaction with McDonalds product and prices, as well as for the evaluation of the effectiveness of McDonalds advertising.

O3. (Related to Q5, Q6, Q7, Q8, Q15)
To collect secondary data regarding purchasing patterns and statistics, in order to determine the revenue fluctuations, the most and list successful products and product combination within specific segments, the difference in eating behavior within those segments, the most and list popular locations among McDonalds costumers, and the time when the most sales are registered in terms of day, week, month, season and year.

O4. (Related to Q9, Q 12, Q13, Q14)
To collect observational data in order to identify weather the McDonalds products correspond to the set...
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