market research - fast food restaurants

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Market Research - Fast Food Restaurants

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  • M A R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T M C D O N A L D S V S B U R G E R K I N G

    Beatriz Fernndez Alonso

    1

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    CITY UNIVERSITY LONDON: SHORT COURSES

    MARKET RESEARCH

    FAST FOOD RESTAURANTS:

    MCDONALDS VS. BURGER KING

    M A R K E T R E S E A R C H : M C D O N A L D S V S . B U R G E R K I N G

  • M A R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T M C D O N A L D S V S B U R G E R K I N G

    Beatriz Fernndez Alonso

    2

  • M A R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T M C D O N A L D S V S B U R G E R K I N G

    Beatriz Fernndez Alonso

    3

    T A B L E O F C O N T E N T S :

    1. MIND MAP.................................................................................................. Page 5

    2. MARKET RESEARCH DESIGN.Page 6

    a. The Market Research Brief A statement of the problem

    b. The Market Research Proposal

    - Research Objectives

    - Suggested approach and research targets

    - Budget

    - Reporting requirements

    - Type of research

    - Timetable

    - Preferred approach and methodologies

    3. DESK RESEARCH: SECONDARY DATAPage 10

    4. PRIMARY DATA: FOCUS GROUPS...............................................................Page 14

    a. Why I have used Focus Groups?

    b. Planning and Recruiting Groups

    c. Number of Groups

    d. Venues of Groups

    e. Getting Respondents to attend

    f. Interview Discussion Guide

    - Pilot question Guide

    - Final Question Guide

    - Limitations

    g. Conclusions

    5. PRIMARY DATA: QUESTIONNAIRE....Page 20

    a. Why I have used Questionnaires?

    b. Type of questionnaire

    c. Types of questions

    d. Questionnaire

    - Pilot Questionnaire

    - Final Questionnaire

    - Limitations

    e. Conclusions

  • M A R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T M C D O N A L D S V S B U R G E R K I N G

    Beatriz Fernndez Alonso

    4

    6. OBSERVATION.........................................................................................Page 24

    a. Why I have used Observation research?

    b. Observation Data

    c. Limitations

    d. Conclusions

    7. DATA COLLECTION.Page 26

    a. Qualitative Research

    b. Quantitative Research

    - Why not? Face-to-face interviewing / Telephone interviewing /

    In home/doorstep/executive/street / Postal Surveys / Hand

    delivery surveys / Fax Surveys

    - Why yes? On-line surveys and Street Surveys

    c. Observation Research

    d. Eye Tracking

    8. DATA ANALYSISPage 31

    a. Quantitative Data Analysis:

    - The Analysis of Closed Questions

    - The Analysis of Open Ended Questions

    - The Analysis of numerical responses

    - Multivariate analysis

    b. Qualitative Data Analysis

    9. REPORTING......Page 44

    a. Qualitative Data

    - Verbatim comments

    b. Quantitative Data

    - Charts

    10. BILBIOGRAPHY....Page 47

    11. APPENDIX.Page 48

    a. Pilot Discussion Guide

    b. Pilot Questionnaire

  • M A R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T M C D O N A L D S V S B U R G E R K I N G

    Beatriz Fernndez Alonso

    5

    1. M I N D M A P

    A mind map is a diagram used to visually outline information. A mind map is often created

    around a single word or text, placed in the center, to which associated ideas, words and

    concepts are added. Major categories radiate from a central node, and lesser categories are

    sub-branches of larger branches. Categories can represent words, ideas, tasks, or other items

    related to a central key word or idea. Here below is my own Mind Map:

  • M A R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T M C D O N A L D S V S B U R G E R K I N G

    Beatriz Fernndez Alonso

    6

    2. M A R K E T R E S E A R C H D E S I G N :

    A) THE MARKET RESEARCH BRIEF: A STATEMENT OD THE PROBLEM

    The research brief identifies the marketing problem/need on which the survey is expected to

    focus. It provides direction to the entire research activity. The more time spent planning the

    research, the better the outcomes are likely to be. Ultimately, it helps you clarify your

    objectives and prioritize what you want from the research.

    The more focused the objectives, the more focused the result

    This is the most important part of the brief, as it specifies where the research fits in your

    marketing activity, and more specifically, the types of decisions and plans that will be made on

    the basis of the research.

    A lot of people often eat in fast food restaurants, although it is known that they have a worse

    quality. Fast food has become the world's most popular substitute for eating at home in cities

    across the globe. Today, the fast food industry has become a fiercely competitive arena where

    brand recognition and loyalty rules. It's is tasty, convenient, inexpensive and fast a factor

    which makes it dear to millions of people who consume it on a daily basis. What also makes it

    popular is the fact that there is no preparation required before meals and no dishes to clean

    afterward. But, what is the main reason of the success of the fast food restaurants?

    McDonalds and Burger King are famous fast-food restaurants. Both of these restaurants have

    been in the business for more than 50 years. McDonald's and Burger King are often found in

    close proximity to one another; at the same exits on the interstate, across the street, down the

    road, or around the corner from each other. But, which restaurant is the favorite of the

    people, McDonalds or Burger King? Why? People really can recognize and differentiate the

    flavour of their burgers? Which one is the best in terms of price-quality?

    Aggressive marketing and innovative advertising has not only succeeded in making the fast

    food industry truly massive, but they have also drawn fire from critics ranging from their

    advertising strategies, to the unwanted attention from public health concerns. With massive

    promotional budgets, and smart advertising by adapting to public sentiments and moods, fast

    food industry will continue to be a force to be reckoned with. But, Which marketing is most

    aggressive with their competitors? And more original? Are preferences led by the marketing

    or by the foods quality?

    Fast food is well and truly a global phenomenon

  • M A R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T M C D O N A L D S V S B U R G E R K I N G

    Beatriz Fernndez Alonso

    7

    B) RESEARCH PROPOSAL:

    - RESEARCH OBJECTIVES:

    Detailed objectives of what I need to know.

    1. Firstly, I would like to discover the reasons because of what people usually eat in fast food

    restaurants and what people think about this type of restaurants.

    2. The second target is to know which restaurant is the favorite, McDonalds or Burger King

    and prove if they can differentiate the food of both of them.

    3. Finally, I would like to conclude if their preferences are led by the marketing or by the

    taste and quality of their food.

    - SUGGESTED APPROACH AND RESEARCH TARGETS:

    I am interested in researching preferences of customers that usually eat fast food, above all

    workers and young people.

    - PREFERRED APROACH AND METHOLDOLOGIES:

    How I am going to collect my data?

    1. Focus groups: designing a discussion guide, recruiting a group of 5 people and collecting

    data through group interaction.

    2. E-mail questionnaires: designing a questionnaire with 10-15 questions and sending it by e-

    mail to 20 people minimum, collecting the data and analyzing the results.

    3. Observation research: Looking for a place with both restaurants, one next to each other,

    and observing how many people are coming and going, how old are them, how many people

    are in both restaurants at the same time, how are their storefronts and what are the

    differences between them. Analyzing the results and draw conclusions.

    4. Motivation: I am going to motivate people using samples, offering them burger slides in

    order to prove if they can differentiate between both types. Also, I will show pictures to make

    it more fun.

    - REPORTING REQUIREMENTS:

    Identify any requirements you might have:

    1. Soft Copy: Narrative report.

  • M A R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T M C D O N A L D S V S B U R G E R K I N G

    Beatriz Fernndez Alonso

    8

    2. Hard Copy: Final Word report printed.

    3. PowerPoint Presentation: PowerPoint deck of slides which doubles as the presentation and

    the report.

    - TYPE OF RESEARCH:

    This research will be exploratory and causal:

    1. Exploratory Research; it is the first step in the research process. It enables research problem

    to be closely defined, it tends to use more of published data, it provides a speedy and

    economic way of acquiring overview of the problem and its relevant factors and it is useful in

    developing hypothesis about specific markets like which fast food restaurant is the favorite

    one in the market and what are the reasons.

    2. Causal Research; this

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