Market Research Implementation: McDonalds

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Market Research Implementation We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items. Secondary Research for McDonald’s When researching McDonald’s through online sources, it is clear that nutrition is a major concern of the public visiting the fast-food chain. Secondary research conducted shows that there are several case studies and other secondary source searches around the same topic. McDonald’s has often been the center of nutritional attention within the fast-food industry. Secondary research shows that the restaurant has recently made changes to the American Happy Meal to reduce the amount of French fries offered and replace the portion with fruit (Strom, 2011). In a study conducted by McDonald’s a secondary source reports the meal cuts calories by 20% for the children’s meal (Strom, 2011). This is a critical move by the organization on children’s obesity is currently a hot topic within food chains and attention is driven by the Obama administration. Secondary research also shows that although the public has major health concerns with the food chain, profits are increasing during a high point of an economic recession (Dahan & Gittens, 2008). Acco... ... middle of paper ... ...rtheast Business & Economics Association, (), 223-224. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?sid=1a5428a3-8956-4d76-9dd0-883fa097775b%40sessionmgr13&vid=8&hid=15&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=48108476 Online references related to the online researched assigned: http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home/ Strom, S. (2011, June 26). McDonalds€™s Alters Happy Meals and Shrinks Fries. The New York Times. Retrieved from http://prescriptions.blogs.nytimes.com/2011/07/26/mcdonalds-alters-happy-meals-shrinks-fries/ TBWALondon wins McDonald's health brief. (2006, March). Campaign (UK), (12), 1-1. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?sid=8746a1d3-5376-4a32-bdd4-d07db1ce62a3%40sessionmgr4&vid=6&hid=15&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=20412534

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