Survey Design

Marketing Research Report Part 2 Instructions


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Survey Design


In this assignment, you will build on the initial research problem assignment.


1. In 200-300 words, discuss how you will use quantitative research for this study, incorporating support from research in current APA format.


2. Review the Questionairre and Form Design sections in the Malhotra text. In 200-300 words, briefly describe the methodology you will use for your research. (For example, submitting an online survey using Survey Monkey through your online social media channels over a period of 7 days, targeting 30 valid responses from a university student population.) Be specific here, clearly defining who your target population is for survey distribution, how you will deploy your survey, and your sample size. (There is a lot of research around appropriate sample size for a reliable and valid survey; for these assignments, please target 30 valid and fully completed survey responses.)


3. Submit your Questionnaire Design in Appendix A (the Appendix A section will follow the References section at the end of your paper). Please include a mix of questions that are relevant to your research problem, targeting 8–10 questions. Questions should include at least two demographic questions such as age, gender, income, etc. as this is important information to help you with analyzing your data in the next step of this assignment. Also, please include fixed-alternative questions (provide a scale or specific answer options for the respondent to select from). Do not use open-ended questions as these will be difficult to code in the next step. You may find that a survey instrument already exists for your research problem. You may use a previously tested survey but must attribute credit to the survey source.


4. Please submit this assignment as a continuation of your Part 1 submission (with any revisions included from your Part 1 feedback), incorporating your written components into the document in paragraph format (with appropriate section headings). Your paper should now be approximately 1,000-1,200 words.


5. The organization of the Marketing Research Report sections/headings is as follows: Title page, Body of Report (Introduction, Research Problem, Literature Review, Methodology, Results, Conclusions and Recommendations), References, Appendix A, Appendix B, Appendix C.


6. In preparation for Part 3, deploy your survey through the methodology you have outlined and begin collecting your survey data once you have received and incorporated Part 2 assignment feedback.


This assignment is due by 11:59 p.m. (ET) on Monday of Module/Week 4.




Marketing Research

What Causes Diners To Pick Mcdonald’s Over Burger King For Lunch?

Fast food has become an option for people, especially the working population in the

world today. For this reason, people have chosen to venture into the fast-food business, and just

like any other form of business, there are the big corporations that take over a specific business

opportunity (JAUHARI, 2020). In most cases, two corporations go head-to-head and establish

rivalries in terms of the quality of services offered, with one always being the stronger and the

other ever trying to overtake the stronger competitor. As a result, McDonald’s, the most popular

fast-food corporation, has been in control of the fast-food business for more than half a century

in America (JAUHARI, 2020). At number two comes Burger King, which has rivalled

McDonald’s to the extent that the latter is now borrowing ideas from the former, aiming to keep

up with the stiff competition (JAUHARI, 2020). However, people still have a liking towards

McDonald’s and have continued to dine at McDonald’s. This paper thus seeks to establish why

the corporation is preferred to its stiff competitor Burger King. (Please present the research problem as a question.)

Bearing in mind that McDonald’s was started a year after Burger King, it is with great

interest that a person would want to establish why McDonald’s overtook a one year older

corporation or why Burger King was overtaken for that matter (Busu, 2018). Therefore, the

issue is worth study because it is without a doubt that there are several business strategies that

McDonald’s used that can be of the essence to companies wishing to start their businesses now.

Due to the nature of the products and services offered, some of the variables that are definitely

applicable to the situation include quality of services, including how customers are treated

before they order, after ordering and when leaving the food outlets, the price differences

between the two corporations, size, and awareness that the corporation exists among many

more (JAUHARI, 2020). (Clear study variables are identified.)


(Literature Review subheading is missing. Please add.)

According to Busu M, McDonald’s might have the controlling force in the fast-food

industry due to their services’ value and promotions based on interviews from their customers

(Busu, 2018). It is evident that a person will go for the options where they feel most satisfied

with and see the value for their money. Additionally, the human mind will always be tilted

toward making decisions with rewards at the end (Busu, 2018). Due to McDonald’s

promotions, more and more people are attracted to the corporation and are retained, thus

growing a vast customer base in America.

For some time, there were complaints about the prices of food being high at

McDonald’s. The corporation did not take that lightly and thus responded immediately to the

situation. Currently, McDonald’s is offering meals from as low as one dollar and presenting

them in the best way and, at the same time, ensuring that though the meals are cheap, they are

also of high quality (Rajawat et al., 2020). Thus, the corporation has retained its customers

since they can now get high-quality meals at a lower price and attract more customers who

desire to try the services offered.

In addition to low price meals and promotions, McDonald’s has developed another

potent weapon against Burger King, which is to offer international foods in their outlets. The

fact that it offers international foods alone attracts customers who would even not think of

dining at fast foods because fast food outlets provide only a specific type of food (Utama et al.,

2020). Additionally, Americans from different parts of the world now feel that a corporation

recognizes the importance of their cuisines and what they mean to them, thus becoming

customers of McDonald’s over Burger King automatically.

The food Inc., McDonald’s, also considers international travellers and thus serves food

for people in different time zones at the same time. For example, the corporation is now

offering all-day breakfast to cater to the needs of those who might want to take breakfast while

others take lunch, while others take lunch depending on the time zones they have travelled from


(Rajawat et al., 2020). Naturally, people associate themselves with people or places they feel

appreciated, and thus, McDonald’s continues to build its customer base by accommodating

international travellers’ needs.

Furthermore, McDonald’s acknowledges that not everyone who wants to dine with them

has to come to their food outlets to get food (JAUHARI, 2020). As a result, McDonald’s

respond quickly to the orders they receive online. The corporation is also in talks with Uber

Eats in the quest to shake off competition in the food delivery process (Utama et al., 2020).

Once it partners with Uber Eats, the corporation will likely become unbeatable unless Burger

King comes up with an unheard-of technique to counter the competition from their long-time


Moreover, it is important to acknowledge that McDonald’s has been the better fast food

service provider in America (Busu, 2018). Therefore, the public might always be deceived that

no matter what, McDonald’s will always be better than Burger King. As a result of this notion,

Americans might never want to try Burger King first but always choose McDonald’s as their

first option for fast food (Utama et al., 2020). Once they get a good experience with

McDonald’s, they thus remain its customers, and the trend keeps repeating such that the more

extensive customer base will always be with McDonald’s but not Burger King.

Due to its large capital base, McDonald’s has more fast food outlets that are

strategically located across America. Having more food outlets than its stiff competitors Burger

King is another reason it has a larger customer base. People get fast foods because they are

either starving or are not able to cook at the moment. They thus get out in search of a fast food

outlet, and in this case, two out of three times, they are likely to find a McDonald’s food outlet

first since the corporation has more outlets than Burger King (Busu, 2018). When they do, they

automatically become customers of McDonald’s, which increases the customer base.


Therefore, the above-described reasons prove why McDonald’s continues to dominate

against Burger King. Identification of the customers’ needs and the utilization of the company’s

strongholds to its advantage are the critical tools used to ensure it remains at the top of the pile

in fast food delivery services. (A valid lit review is provided.)



Busu, M. (2018). Game theory in strategic management-dynamic games.

JAUHARI, D. S. (2020). A study on impact of promotional strategies by branded fast food

industry on consumers. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(7),

7009-7020. (DOI missing)

Rajawat, A., Kee, D. M. H., Malik, M. Z. B. A., Yassin, M. A. Q. B. M., Shaffie, M. S. I. B. A.,

Fuaat, M. H. B., … & Santoso, M. E. J. (2020). Factors: Responsible for McDonald’s

Performance. Journal of the Community Development in Asia, 3(2), 11-17.

Utama, A. G. S., Kumar, N., Wen, S. J., Kee, D. M. H., Er, T. M., Xin, T. P., … & Ganatra, V.

(2020). Factors Influencing Consumer Behaviour: A Case of McDonald’s. Advances in

Global Economics and Business Journal, 1(2), 55-64. (Formatting is close, but a few areas need revision – please check the APA Sample Paper for visual guidance.)






REVISION NOTES: are in bold and ( …… )

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