McDonalds Case Study - Marketing Research

Case 3.2 McDonald’s – What Is the Marketing Research Problem and What Do Customers Think?

Read Case 3.2 on McDonald’s – The World’s Number One Fast-Food Company! in Basic Marketing Research. Write a paper that addresses the following scenario and questions.

Scenario: McDonald’s is considering expanding in the United States.

1.     What is the management-decision problem and, as a result of that, what is the marketing-research problem?

2.     Would the management-decision and marketing-research problems be different from those you named in #1, above, if McDonald’s were considering an international expansion? Why or why not?

3.     What types of information from the survey will help McDonald’s with its decision?

4.     Should McDonald’s also perform exploratory research? Why or why not?

Your paper should meet the following requirements:

• Be 3-4 pages long, not including the required title and reference pages.
• Follow the APA Requirements.
• Include at least two peer-reviewed (scholarly) sources that are not assigned readings in this course to support your assessment.
• Use in-text citations for sources as evidence and support of your discussion. Be sure these are also formatted according to APA style guidelines.

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