Case 3.2 McDonaldâ€™s â€“ Qualitative Research: Role and Techniques
ReadÂ Case 3.2 on McDonaldâ€™s â€“ The Worldâ€™s Number One Fast-Food Company! inÂ Basic Marketing Research.
McDonaldâ€™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:
- Given that McDonaldâ€™s has thousands of restaurants all over the world, how should it approach this challenge?
- What sampling technique should the firm use and why?
- What type of sampling plan should be used?
- How should the sampling size be determined?
- Provide three survey questions that the firm might use to gather demographic information about its customers.
- Provide three survey questions that the firm might use to evaluate customersâ€™ 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 theÂ APA Requirements.
- Include at least three scholarly sources to support your answers. You may use this weekâ€™s recommended readings. Follow APA in-text citation and referencing style.