Qualitative Research
Overview Issues
McDonald success in fast food or junk food business has failed to reflect in its new green menu. The good news as part of our lifestyle the junk food is still flying off McDonalds counters. However, these are certainly not long lasting; people of all classes are shifting slowly towards greener foods putting McDonald in an uncomfortable situation that demands immediate action to save the future.
Problem statement
This marketing research addresses the inherent problem, of people’s perceptions to McDonald green menu, which does not show the expected success. McDonald competitors like Chipotles already control the green food market, which is their prime target (Scheintaub, 2008). What is clear is green menu relies on middle-income earners. Perception on this case is suspect of being behind the poor response to the green menu
Research guide
The market research Methodology design used answers to the objective questions. It begins with an overview, which explains the issues in the research. The problem statement explains why the matter was salient and describes the participants of the research. Finally, the research collected information, making a conclusion, justifying the conclusions, and explaining how the conclusion contributes to the research project.
Methodology
The choice to use survey method of research aimed at reproducing the closest factors that affect perceptions. Lavrakas (2008) states, that the survey method provides measurable information and clearly outlines different groups of people enabling successful adjustments.
Survey research
The marketing research aimed at the following issue is in its survey:
- Gender
- Satisfaction
- Likelihood to use product
- Pricing and its importance
- Income
- age
- education
- product experience
- service
- competing products
Issues importance
The researcher decided to capture the demographics of the existing customer base to gain understanding to the origin of every perception. By understanding the demographics it would be possible for McDonald to know who to address and how during their green branding process. Issues like satisfaction spoke greatly about the product design in terms of taste and looks. Product experience on the other hand brought illuminated on the product presentation, preparation, and service.
Survey question development
The questions developed follow an existing template that was knowledge based retrieved from in survey monkey.com. The researcher chose to use a self-administered survey, which had ten questions. The following categories formed and organized the questions:
I. Price
II. Satisfaction
III. Age
IV. Income
The survey questions are accessible in the appendix 1.
Target Population of interest
The research targeted McDonalds customers believed to have information relating to questions designed by the researcher. The targeted customers are loyal junk food buyers who have tried or not tried out the green menu.
Target population appropriateness
It was important to populate McDonald customers new and old, since they were the major target of the green menu. By targeting only McDonald customers, the report will be able to show internal adjustments needed.
Sampling population
The research focus group targeted was 250 McDonald. All customers targeted were both first timers at McDonald and frequent loyal McDonald customers.
Sampling procedure
The survey preferred to follow convenience-sampling procedure. The reason for deciding to target customer conveniently was to eliminate the error of probability likely to arise in a randomized non-probability plan.
Method of survey distribution
Owing to the time factor, the researcher chose to keep an online survey, conducted through use of email system.
Data Analysis
Overview of analysis
The research employed a survey approach, which carried out online to McDonald customers using survey monkey.com.
Justification
The research methodology chosen purposed at penetrating the huge McDonald customer base in the shortest of time and most cost effective way possible. The result was a decision to use online survey system to get further details on consumer purchase decisions.
Outcome of analysis
Of the targeted 250 people, only 96 responded forming the basis of the research analysis.
Significance of results
Through the 96 customers who responded it is clear there issues that McDonald might have missed or ignored during the introduction of the Green menu. The research result act as a guide to McDonald on possible adjustment needed to change green menu perception.
Findings
The findings results are in Appendix 2. Among those who responded 58.82% were women while 41.18% were men. The biggest group was age 35 to 44 years at 35.29% while the smallest group in terms of age were 75 years and above at 5.88%. However, it was those earning more than $75, 000, that showed the least interest in the green product at 20.32%. Those most interested were in the $50,000 bracket at 50.28%. A further observation showed that 35.2% were satisfied with the status in McDonald. Of the 16 interviewees, 86% indicated they liked the green menu idea though a majority of 53.1% of those who responded stated the product was the price needed adjustment. It was evident that most customers in McDonald were loyalist with 23% preferring McDonald to other companies due to its fare prices.
Limitations
The research was limited by time and thus could not reach the big customer base.
Similarly, the issue of cost constricted the survey to online system thus missing the vital local customer base.
Conclusions
Based on the result analysis, it is evident that most people attitude is they are not sure whether McDonald is ready for a change. Reason being the biggest class interested with McDonald is low income. The low-income bracket bases its decisions on the price and not him product quality.
Recommendation
It is evident that McDonald target market is low income based. The preferred approach is to reevaluate the brand strategic marketing plan in order to present the green menu as a low-income, augmented product. These may mean re-thinking the menu to adjust the price to a competitive pricing standard by including more products. McDonald can apply geographic pricing system that would balance at different franchises or promotional pricing top get the customers to try out the new product. McDonald should try niche marketing targeting middle-income people with a green message since they make up the biggest followers of greener foods currently.
References
Lavrakas, P. J. (2008). Encyclopedia of survey research methods. Thousand Oaks, Calif.: SAGE Publications.
Scheintaub, L. (2008). Chipotle. Bath, UK: Parragon Books.
Sign in to your account. (n.d.). SurveyMonkey. Retrieved October 9, 2014, from https://www.surveymonkey.com/home/?ut_source=header
Sontakki, C. N. (2010). Marketing research (Rev. ed.). Mumbai: Himalaya Pub. House.
Appendix 1
Questionnaire (created using survey monkey)
1. What is your gender?
2. Overall, are you satisfied with your experience using our new product, dissatisfied with it, or neither satisfied or dissatisfied with it?
3. If you are not likely to use our new product, why not?
4. How important is price to you when choosing this type of company?
5. What is your approximate average household income?
6. What is your age?
7. What is the highest level of school you have completed or the highest degree you have received?
8. Overall, are you satisfied with your experience using our new product, dissatisfied with it, or neither satisfied or dissatisfied with it?
9. What do you like most about our new service?
What do you like most about our new service?
10. What do you like most about competing products currently available from other companies?
Appendix 2
Answer Choices–
Responses–
–
Female
54.72%
57
–
Male
45.28%
39
Total 96
