McDonalds Case Study – Marketing Research

Case 3.2 McDonald’s – Qualitative Research: Role and Techniques

Read Case 3.2 on McDonald’s – The World’s Number One Fast-Food Company! in Basic Marketing Research.

McDonald’s is developing a new, healthier sandwich that is a quinoa patty on a whole-wheat bun and needs to know how customers will receive this new product.

Answer the following questions:

  1. Given that McDonald’s has thousands of restaurants all over the world, how should it approach this challenge?
  2. What sampling technique should the firm use and why?
  3. What type of sampling plan should be used?
  4. How should the sampling size be determined?
  5. Provide three survey questions that the firm might use to gather demographic information about its customers.
  6. Provide three survey questions that the firm might use to evaluate customers’ perceptions of the new sandwich.

Your paper must meet the following requirements:

  • Be 2-3 pages in length, not including the required title and reference pages.
  • Follow the APA Requirements.
  • Include at least three scholarly sources to support your answers. You may use this week’s recommended readings. Follow APA in-text citation and referencing style.