Arket Esearch: F F R: M D ' V - B K

MARKET RESEARCH: FAST FOOD RESTAURANT Beatriz Fernández
MCDONALD’S VS BURGER KING Alonso

CITY UNIVERSITY LONDON: SHORT COURSES
MARKET RESEARCH
vdfredseeddddddddddddddddddddddddddesddf
FAST FOOD RESTAURANTS:
MCDONALD’S VS. BURGER KING
MARKET RESEARCH : M C D O1 N A L D ’ S V S . B U R G E R K I N G
2
 TABLE OF C ONT E NTS:
1. MIND MAP.................................................................................................. Page 5
2. MARKET RESEARCH DESIGN…………………………………………………………………….Page 6

a. The Market Research Brief – A statement of the problem
b. The Market Research Proposal
- Research Objectives
- Suggested approach and research targets
- Budget
- Reporting requirements
- Type of research
- Timetable
- Preferred approach and methodologies
3. DESK RESEARCH: SECONDARY DATA………………………………………………………Page 10
4. PRIMARY DATA: FOCUS GROUPS...............................................................Page 14

a. Why I have used Focus Groups?
b. Planning and Recruiting Groups
c. Number of Groups
d. Venues of Groups
e. Getting Respondents to attend
f. Interview Discussion Guide
- Pilot question Guide
- Final Question Guide
- Limitations
g. Conclusions
5. PRIMARY DATA: QUESTIONNAIRE………………………………………………………....Page 20

a. Why I have used Questionnaires?
b. Type of questionnaire
c. Types of questions
d. Questionnaire
- Pilot Questionnaire
- Final Questionnaire
- Limitations
e. Conclusions
3
6. OBSERVATION….........................................................................................Page 24
a. Why I have used Observation research?
b. Observation Data
c. Limitations
d. Conclusions
7. DATA COLLECTION………………………………………………………………………………….Page 26
a. Qualitative Research
b. Quantitative Research
- Why not? Face-to-face interviewing / Telephone interviewing /
In home/doorstep/executive/street / Postal Surveys / Hand
delivery surveys / Fax Surveys
- Why yes? On-line surveys and Street Surveys
c. Observation Research
d. Eye Tracking
8. DATA ANALYSIS………………………………………………………………………………………Page 31
a. Quantitative Data Analysis:
- The Analysis of Closed Questions
- The Analysis of Open – Ended Questions
- The Analysis of numerical responses
- Multivariate analysis
b. Qualitative Data Analysis
9. REPORTING………………………………………………………………………………………......Page 44
a. Qualitative Data
- Verbatim comments
b. Quantitative Data
- Charts
10. BILBIOGRAPHY………………………………………………………………..……………………..Page 47
11. APPENDIX……………………………………………………………………………………………….Page 48
a. Pilot Discussion Guide
b. Pilot Questionnaire
4
1. M I N D M A P
A mind map is a diagram used to visually outline information. A mind map is often created
around a single word or text, placed in the center, to which associated ideas, words and
concepts are added. Major categories radiate from a central node, and lesser categories are
sub-branches of larger branches. Categories can represent words, ideas, tasks, or other items
related to a central key word or idea. Here below is my own Mind Map:
5
2. M A R K E T R E S E A R C H D E S I G N :
A) THE MARKET RESEARCH BRIEF: A STATEMENT OD THE PROBLEM
The research brief identifies the marketing problem/need on which the survey is expected to
focus. It provides direction to the entire research activity. The more time spent planning the
research, the better the outcomes are likely to be. Ultimately, it helps you clarify your
objectives and prioritize what you want from the research.
“The more focused the objectives, the more focused the result”
This is the most important part of the brief, as it specifies where the research fits in your
marketing activity, and more specifically, the types of decisions and plans that will be made on
the basis of the research.
A lot of people often eat in fast food restaurants, although it is known that they have a worse
quality. Fast food has become the world's most popular substitute for eating at home in cities
across the globe. Today, the fast food industry has become a fiercely competitive arena where
brand recognition and loyalty rules. It's is tasty, convenient, inexpensive and fast a factor
which makes it dear to millions of people who consume it on a daily basis. What also makes it
popular is the fact that there is no preparation required before meals and no dishes to clean
afterward. But, what is the main reason of the success of the fast food restaurants?
McDonalds and Burger King are famous fast-food restaurants. Both of these restaurants have
been in the business for more than 50 years. McDonald's and Burger King are often found in
close proximity to one another; at the same exits on the interstate, across the street, down the
road, or around the corner from each other. But, which restaurant is the favorite of the
people, McDonald’s or Burger King? Why? People really can recognize and differentiate the
flavour of their burgers? Which one is the best in terms of price-quality?
Aggressive marketing and innovative advertising has not only succeeded in making the fast
food industry truly massive, but they have also drawn fire from critics ranging from their
advertising strategies, to the unwanted attention from public health concerns. With massive
promotional budgets, and smart advertising by adapting to public sentiments and moods, fast
food industry will continue to be a force to be reckoned with. But, Which marketing is most
aggressive with their competitors? And more original? Are preferences led by the marketing
or by the food’s quality?
“Fast food is well and truly a global phenomenon”
6
B) RESEARCH PROPOSAL:
- RESEARCH OBJECTIVES:
Detailed objectives of what I need to know.
1. Firstly, I would like to discover the reasons because of what people usually eat in fast food
restaurants and what people think about this type of restaurants.
2. The second target is to know which restaurant is the favorite, McDonald’s or Burger King
and prove if they can differentiate the food of both of them.
3. Finally, I would like to conclude if their preferences are led by the marketing or by the
taste and quality of their food.
- SUGGESTED APPROACH AND RESEARCH TARGETS:
I am interested in researching preferences of customers that usually eat fast food, above all
workers and young people.
- PREFERRED APROACH AND METHOLDOLOGIES:
How I am going to collect my data?
1. Focus groups: designing a discussion guide, recruiting a group of 5 people and collecting
data through group interaction.
2. E-mail questionnaires: designing a questionnaire with 10-15 questions and sending it by e-

mail to 20 people minimum, collecting the data and analyzing the results.
3. Observation research: Looking for a place with both restaurants, one next to each other,
and observing how many people are coming and going, how old are them, how many people
are in both restaurants at the same time, how are their storefronts and what are the
differences between them. Analyzing the results and draw conclusions.
4. Motivation: I am going to motivate people using samples, offering them burger slides in
order to prove if they can differentiate between both types. Also, I will show pictures to make
it more fun.
- REPORTING REQUIREMENTS:
Identify any requirements you might have:
1. Soft Copy: Narrative report.
7
2. Hard Copy: Final Word report printed.

3. PowerPoint Presentation: PowerPoint deck of slides which doubles as the presentation and
the report.
- TYPE OF RESEARCH:
This research will be exploratory and causal:
1. Exploratory Research; it is the first step in the research process. It enables research problem
to be closely defined, it tends to use more of published data, it provides a speedy and
economic way of acquiring overview of the problem and its relevant factors and it is useful in
developing hypothesis about specific markets like which fast food restaurant is the favorite
one in the market and what are the reasons.
2. Causal Research; this research attempts to identify cause-and-effect relationships between

specific market behavior, such as variation in pricing, advertising on products/brands…etc, like:
Better publicity  more sales
More expensive fewer sales
Better quality  more sales.
- MARKET RESEARCH TIMETABLE:
I will be doing the research for 10 weeks, from 1st October until 3th of December. Each week, I
will do the part of the research that has been explained in class. The forecast is to work in the
research at least 7 hours per week.
My Market Research Timetable:
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
Commissioning meeting
Market Research Design
Secondary Data
Focus Groups
Qualitative debrief
Questionnaire design
Sample Composition
Fieldwork
Collecting Quantitative Data
Analysis
Presentation Development
Presentation
8
- BUDGET:
Any indication of budget is helpful, as it helps define the scale of the project, providing some
financial guidelines to work within. It also helps researchers to work on providing the best
solution within your means.
I have to:
- Print out the questionnaires.
- Print out the draft copy of the Word Document and bind it in order to be more professional.
- Also, I have to buy some hamburgers from both restaurants in order to give interviewers
some samples to prove if they can differentiate both burgers or not.
 The forecast is to spent 40 pounds in total
9
3. S E C O N D A R Y D A T A : D E S K R E S E A R C H
- MARKET AND STRATEGIC OVERVIEW:
The term 'fast-food' relates to food that can be prepared very

quickly. The fast food industry has its roots in the food-for-sale
stands that were part and parcel of ancient Roman and East Asian
societies.
Fast food has become the world's most popular substitute for
eating at home in cities across the globe. It is an American original
invented and grown in America. It is a detailed reflection of
American attitudes and culture. It's is tasty, convenient,
inexpensive and fast a factor which makes it dear to millions of
people who consume it on a daily basis. What also makes it
popular is the fact that there is no preparation required before
meals and no dishes to clean afterward.
An overview of the fast food industry highlights the availability of meals that suffice the need
to eat amidst tight work schedule. This has offered great respite to parents who shuttle
between work and home for major part of the day. Delicacies like fish and fries, vegetarian
and non-vegetarian burgers and pizzas are washed down with great relish, with ales and
aerated drinks served complimentary at many of these fast food restaurants. T hough
accompaniments like coleslaw, baked potatoes and mushy peas satisfy the established and
widely accepted compulsion for vegetable-intake, the fried foods are becoming addictive,
depriving the modern child of a balanced diet. There is no dearth with regards to the variety
available at these outlets. Fast food franchise chains such as Subway, Burger King, McDonald's,
Pret-a-Manger and Pizza Hut cater to demands for seafood, lean meat, special diet meal
components, and other considerable regional variations. Snacks such as sandwiches and
baguettes are the result of experiments within the fast food industry.
Most fast food variants share similarities with distant cuisines and cultures. This industry now
thrives on international appeal promoted by niche chains. The development of healthier
alternatives to the conventional servings at fast food restaurants, has resulted in mass
promotion of portable foods that can be put together by the consumers themselves. At many
outlets and drive-ins, the customers can see the food being prepared, thus confirming to
advertisements that flaunt hygienic standards. Standardized menus, signage and a unique
ambiance are flaunted at take-away services and sit-ins all over the world. The concept of eat-
on-the-go not only eliminates the need for traditional cutlery, but also enables customers to
indulge in foods that are characteristic of certain cultural or ethnic traditions. The common
menus include pitas, fried chicken, nuggets and tacos, served along with complimentary salads
and breads. The fast food industry now operates out of convenience stores, elaborate
restaurants and independent vendors, who have popularized chant sales-pitches, standardized
cooking and production methods, and easy availability of low-cost delicacies.
10
Today, the fast food industry has become a fiercely competitive arena where brand
recognition and loyalty rules. Aggressive marketing and innovative advertising has not only
succeeded in making the fast food industry truly massive, but they have also drawn fire from
critics ranging from their advertising strategies, to the unwanted attention from public health
concerns. Fast food is well and truly a global phenomenon. With massive promotional budgets,
and smart advertising by adapting to public sentiments and moods, fast food industry will
continue to be a force to be reckoned with.
The top 20 fast food restaurants totaled $117 billion in sales in 2011, 85% of sales for the top
50 restaurants; and sales for the twelve restaurants in our full analysis totaled $98 billion
representing 71% of sales. McDonald’s led the market with $30 billion in sales, a 22% share of
the top 50 restaurant sales. The next four, Subway, Burger King, Starbucks, and Wendy’s, had
$8 to $10 billion each in sales and 6% to 7% of the market. The three YUM! Brands restaurants
in the top 20 (Taco Bell, Pizza Hut, and KFC) ranked sixth, seventh, and ninth individually.
Together their sales totaled $16.7 billion, or 12% of the market, and placed YUM! Brands in
second place behind McDonald’s.
Restaurant 2010 Sales (mill) 2011 Sales (mill) Number of US locations
Source; QSR News
- MCDONALD’S VS. BURGER KING; A DUEL TO DECIDE WHICH TRULY RULES THE ROAD!
road, or around the corner from each other. Each has their own versions of burger chiefs in the
11
McDonald's Big Mac or the BK Whopper. For breakfast, you can choose the McDonald's
McMuffin or the BK Croissan'wich. Operating at very similar locations, each restaurant chain
has created slightly differing choices of menu items which are very similar, yet ultimately so
different.
When comparing the two, McDonalds is more famous than Burger King, and the former has a
wider presence than Burger King.
When comparing the two burgers, it can be seen that the McDonalds’ burgers are lighter than
Burger King’s. It can also be seen that McDonalds’ burgers weigh 100 gm. whereas Burger
King’s weighs about 120 gm. In fat content, Burger King’s has more in content than McDonalds.
McDonalds’ burgers contain about 9 gm. of fat whereas Burger King’s contain about 12 gm. of
fat.
There are also many differences that can be seen in the service of the two restaurants. “The
food will be always hot,” is the slogan pertaining to the service policy of McDonalds. When
going to the McDonalds restaurant, you get quality service. They concentrate more on the
quality of the service than the speed with which the dishes are served. An employee just takes
only one order at a time, and the dish is prepared. It is only after the first customer is served
that the employee addresses the next customer. Burger King is known to provide the customer
with many choices and also to provide quicker service. When comparing McDonalds’ service to
the service at Burger King, Burger King’s is faster.
One can also see certain differences in the organizational structure. In McDonalds, the order is
taken by an employee, and the same employee serves the dish. However, at Burger King, the
order is taken at one place, and the food is served at another place.
The food at McDonalds is made in mass production. For example, the burgers that you buy at
McDonalds have been already made and not made when you order it. At Burger King, the
toppings are only added after getting the order
Some Data:
- The first Burger King was opened on December 4 1954 in Florida and was an instant
hit. Today there are 11,200 burger king franchises thought 61 countries. That's a lot of
whoppers which by the way have been around since 1957.
- The first McDonald's was opened in 1940 by two brothers named McDonald in
California. There are McDonalds restaurants in 120 countries and they serve about 54
million customers a day.
- McDonalds has sit down restaurants, drive through and new MC Café's. Burger King
has driven through and sit down restaurants.
12
- Some McDonalds have play areas for kids but Burger King doesn't. Both are
nicknamed America favorites but it really depends on who you talk to as to the answer
you will receive.
- McDonalds has 447,000 employees called crew members while Burger King has
340,000 employees. McDonalds gets more revenue per year estimated about 2,620
billion dollars a year than Burger King's impressive 270 million net revenue.
13
4. P R I M A R Y D A T A : F O C U S G R O U P S
“Focus group is a research technique used to collect data through group interaction on a topic
determined by the researcher. It comprises a small number of carefully selected people who are
recruited to a group discussion based on their commonality of experience”
A focus group is a form of qualitative research in which a group of people are asked about their
perceptions, opinions, beliefs, and attitudes towards a product, service, concept,
advertisement, idea, or packaging.
A) WHY I HAVE USED FOCUS GROUPS?
I have used focus groups because they actively involve people, the people attending the group
have an experience or interest in common, they provide in -depth qualitative data and the
discussion is focused to help us understand what is going on. Focus groups deliver quantitative
data that is rich in words and descriptions, rather than numbers.
I am going to use it like a supplementary tool to a survey, where focus groups are used to
enhance alternative means of data collection. Typically this would be as a precursor to a
quantitative stage – determining the issues to be covered in the structured interviewing and
giving insights into the problems or opportunities that are being researched.
Focus groups are perfect for questions like: what would happen if…?. They work because
delegates can digest the points raised by other members and, as they consider the implications
of issued raised, further ideas may be sparked off which would remain untapped in a personal
interview. This interaction creates a “dynamic” in the group, as if the eight or nine separate
brains have been wired together and issues are challenged until a general consensus is
achieved.
With focus groups I want to answer mainly the question of: If you want to eat fast food and
McDonalds / Burger King (the worst restaurant for the respondents) is the nearest, you will
look for the other one, or you will go to the nearest?
B) PLANNING AND RECRUITING FOCUS GROUPS
I have recruited groups of 5 members each one. These small groups are effective since even
with this small number there is sufficient scope for the cross-fertilization of ideas. Also, this
small number of members has the advantage of allowing me to pay more attention to the
attitudes and expressions of the participants.
C) NUMBER OF GROUPS
I have conducted two focus groups in order to obtain a better feel and counter the possibility
of a biased response.
14
D) VENUES OF GROUPS
The first focus group was in the City University of London, where this short course takes place,
and I used the pilot question guide.
The other two focus groups took place in the dining room of a residence, in New Mansion
House Hostel, in Lancaster Gate, because it is easily accessible, well known in the area and the
room is small and intimate. It is easily accessible for the respondents, which are living in this
residence.
E) GETTING RESPONDENTS TO ATTEND
Because focus groups rely on such a small number of respondents, it is essential that care be
taken to recruit the correct profile. The recruiter needs to communicate enthusiasm for the
event and to make the respondents feel that the success of the group is dependent on their
attendance. It is usual to give an incentive to respondents to encourage their attendance.
In my case, I have got respondents to attend giving them some burger slides for free. I have
used samples like an incentive for respondents to attend and complete the discussion guide.
Also, I have used funny pictures and advertisements to attract the attention of the
respondents.
F) INTERVIEW DISCUSSION GUIDE
- Pilot Question Guide
(APPENDIX 1)
- Final Question Guide
The key element is the group process and interaction between the group members.
Groups always start with an introduction from the moderator explaining the purpose of the
meeting and what can be expected to happen:
INTRODUCTORY PHASE
Fast food has become the world's most popular substitute for eating at home in cities across
the globe. It is an American original invented and grown in America. It is a detailed reflection of
American attitudes and culture. It's is tasty, convenient, inexpensive and fast a factor which
makes it dear to millions of people who consume it on a daily basis. What also makes it
popular is the fact that there is no preparation required before meals and no dishes to clean
afterward.
15
road, or around the corner from each other. Each has their own versions of burger chiefs in the
McDonald's Big Mac or the BK Whopper. For breakfast, you can choose the McDonald's
McMuffin or the BK Croissan'wich. Operating at very similar locations, each restaurant chain
has created slightly differing choices of menu items which are very similar, yet ultimately so
different.
DISCUSSIVE PHASE
1. Do you like fast food? Why?
2. Describe with a sentence fast food.
3. How often do you eat fast food?

A) Occasionally
B) Usually
C) In the week-end
D) Never
4. In which of the following situations do you usually eat fast food?

A) When I have to work
B) Traveling
C) Going out with some friends
D) When I don’t want to spend so much money
E) When I am in a hurry
F) Others (which others)
5. Which fast food restaurant do you prefer?

A) McDonald’s
B) Burger King
5. Why do you prefer it?
6. McDonald's realized that one of consumers' major complaints was the healthiness of its
menu, and the company has started to deliver healthier options.
From 1 to 5, being 1 the lowest and 5 the highest, how much do you think they are healthy?
And tasty?
7. Which one, McDonald’s or Burger King, do you think is the best one regarding to price-
quality?
16
8. Do you think you can differentiate the flavor of their burgers? (Now I will give them a
sample to try both burgers, but without saying from which restaurant are they) This way I will
look if they can differentiate them. Which one do you prefer? Why?
9. Which products do you prefer?

A) Burgers
B) Chips
C) Nuggets
D) Desserts
E) Coffee
10. Look these two pictures about both types of restaurant. Which type of restaurant do you
think is most comfortable? Why?
A) Burger King B) McDonald’s
11. Which stuff do you think is more friendly and polite? Do you have any good/bad
experience with them?
12. Regarding to the following advertisements (and also using your own knowledge of their
marketing), which Marketing do you think is more original?
A) McDonald’s
17
B) Burger King:
12. Here below you have some pictures and videos that show you some aggressive
advertisement campaigns launched in order to attack directly their direct competitor. Which
marketing do you think is more aggressive with their competitors?
http://www.youtube.com/watch?v=7nagr1gQeAs&feature=player_embedded
A) Mc Donald’s B) Burger King
18
9. Which packaging do you prefer?
Why?
A) Comfort
B) Colors
C) Quality
D) Marketing
10. If you want to go to a fast food restaurant, and the nearest one is ________ (the one
that they don’t prefer), you will go there, or you will look for a _________ (the one that they
prefer)
THE SUMMARISING PHASE
Thank you for your time and attention!
- Limitations:
Some people find self-disclosure more difficult than others. People can feel self-doubt and
may lack confidence in expressing their views. Listening to others who are articulate and
confident may make them still more fearful of showing themselves up.
Also, to carry out research requires disclosure of sensitivity, personal information and
experiences in a group setting is confounded with inherent problems.
In my case, I had some problems about vegetarian people, because I didn’t realize that
perhaps some people were vegetarian, and I gave them some meet burger slides, and they
couldn’t participate in this part of the discussion guide, and perhaps they felt bad. As
moderator, I should have thought about that and have bought also vegetarian burgers.
19
5. P R I M A R Y D A T A : Q U E S T I O N N A I R E :
A) WHY I HAVE USED QUESTIONNAIRES?
The questionnaire plays a number of important roles. Its primary purpose is to facilitate the
extraction of data from a respondent. It serves as an “aide memoire” to the interviewer so
that there is no necessity to learn the questions off by heart. It provides consistency in the way
the interview is conducted, especially as frequently a number of interviewers are working on
project at the same time. Questionnaires are also an important part in the data collection
methodology. They allow responses to be recorded in a consistent way to facilitate data
analysis.
I have used questionnaires because they are cheaper and you can get a lot of responses in a
short time. It offers efficiencies to researchers, they are easier to analyze and are usually
quicker to administer and ask. It is important to complement questionnaires with other types
of surveys, like focus groups and face-to-face because they are more personal, and you can see
the expressions and attitudes better than with questionnaires.
B) Types of questionnaire
A questionnaire can be administered in three different ways; by phone, face-to-face and self
completion (through mail or Internet). At the same time, these three incongruent methods
require different form of questionnaires: structured, semi-structured and unstructured.
I have chosen structured questionnaires because they consist of closed or prompted questions
(predefined answers) that require the designer to be aware of or to anticipate all possible
answers. They may be carried out over the telephone, face-to-face or by self-completion. But
also, I have used semi-structured questionnaires, because I have added some open questions
because it enables a mix of qualitative and quantitative information to be gathered.
C) TYPES OF QUESTIONS:
In my market research, I have used different types of questions:
1. Classification questions: these questions are used to classify the information once it has
been collected. I have used them only for gender and age, because I consider that they are
enough for the objectives of my research.
2. Yes/No questions: I have used it above all for attitudinal questions. Usually, I have used it
with a followed open question like “why?” in order to know the reason of their response.
3. Open questions; I have used this type of questions because the respondent have the
freedom to express an answer in any way they like.
20
4. Multiple choice: In this type of questions respondents are told what response codes they
can choose. I have used it because it offers efficiencies to researchers, they are easier to
analyze and are usually quicker to administer and ask.
5. Scaled questions: the respondents are asked to give a numerical score that is often out of
a number (usually researchers use 5-point scale) where the large number is the best and 1
is the worst.
6. Word association; words are presented and the respondent mentions the first word that
comes to mind. I have used this type of questions in order to know the main difference
between both restaurants.
7. Sentence completion; respondents complete an incomplete sentence.
8. Picture completion; respondents fill in an empty conversation balloon. It can be a funnier
question and it helps to attract the attention of the respondents.
D) QUESTIONNAIRE:
- Pilot Questionnaire:
(APPENDIX 2)
- Final questionnaire:
Finally, after a lot of changes, the design of the final questionnaire is:
Beatriz Fernández Alonso. Market Research. Fast Food Restaurants. Burger King Vs
McDonald’s
1. Personal Data:
Age: A) < 20 B) 20 – 30 C) 30 – 40 D) >40
Gender: A) Male B) Female
2.
3. Describe fast food with two words: ………………………. …………………………

A) Occasionally
) Everyday
C) In the week-end
D) When I have to work
E) Traveling
21

A) McDonald’s
B) Burger King
6. Why do you prefer it? (You can choose more than one)
A) Quality/Health
B) Quantity
C) Flavor
D) Price
E)Other:………………………………………………………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………
7. From 1 to 5, being 1 the lowest and 5 the highest, how much do you think they are healthy? McDonald’s; …….
Burger King; …….
8. Which products do you prefer? (you can select more than one)
A) Burgers C) Nuggets E) Coffee
B) Chips D) Desserts
9. From 1 to 5, being 1 the lowest and 5 the highest, how much do you like the following food?
A) Burgers  McDonald’s …. Burger King ….
B) Chips  McDonald’s …. Burger King ….
C) Nuggets  McDonald’s …. Burger King ….
D) Desserts  McDonald’s …. Burger King ….
E) Coffee  McDonald’s …. Burger King ….
10. Which type of restaurant do you think is the most comfortable?

11. Which Marketing do you think is more original regarding to the pictures of below?
A) McDonal’s:
B) Burger King:
Why?
……………………………………………………………………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………………………………………………………………………
……………………………………………………………………………
22
12. Regarding to the video and pictures and the link of below, which marketing do you think is more aggressive with their
competitors?
http://www.youtube.com/watch?v=7nagr1gQeAs&feature=player_embedded
A)McDonald’s B) Burger King

A) Burger King B) McDonald’s C) Both, I don’t have a ny
preference about packaging
If you prefer one of them, why?
A) Comfort
B) Colors
C) Quality
D) Marketing
14. Describe each restaurant with a sentence:
McDonald’s: …………………………………………………………………………………………………………………………………………… Burger King:

……………………………………………………………………………………………………………………………………………
23
6. O B S E R V A T I O N :
A) WHY I HAVE USED OBSERVATION?
Observation is still used in a conventional sense, using the eyes and recording the data. I have
used it because, although it is time-consuming, this way need not be costly and it can play an
important supporting role in many different types of market research project.
There are different types of observation; the audit, observation in shopping surveys, in product
research, in poster checks and in checking television viewing.
I have chosen the observation in shopping surveys and it consists in a fieldworker that plays
the role of the public buying or enquiring about the product, and the fieldworker records the
experience in as much detail as p0ossible on a questionnaire, usually at a later time so as not
to be obvious. This is common practice in hotels, restaurants and car dealers.
Observation is an obvious means of recording shopping traffic, and it can be measured by

fieldworkers counting heads. Observation plays a very obvious role in shopping and restaurant
surveys, where a researcher can easily walk into a store or a restaurant to check everything
about the product.
B) OBSERVATION DATA:
In my observation research, I went to a street with both restaurants, one next to the
other (see the picture of below), from where I could see what happened in both
restaurants at the same time.
1. McDonald’s: 76 Queensway, Bayswater, London, W2 4QH
24
2. Burger King: 70-72 Queensway, Bayswater, London, W2 3RL
I was in the middle of both restaurants for 30 minutes, on 6th November at 19:00pm,
observing and taking notes about everything. The objectives of my observation
research are to know:
- Differences in the traffic of both restaurants

- Differences in the storefronts
- Differences in the stuff
- Differences in the age of the people that enter in both restaurants
- More differences that attracted my attention
C) LIMITATIONS:
The research task becomes more complicated if the researcher seeks to photograph
the in-store display using a camera. For this, permission would be required from the
manager and it cannot be assumed it will always be granted.
Because of that, I haven’t recorded it; I have only been in the street with a notepad,
taking notes about customer attitudes, behaviours, storefront…etc.
25
7. DATA COLLECTION
A) QUALITATIVE COLLECTION :
It is defined as the research which is undertaken using an unstructured approach with a small
number of carefully selected individuals to produce non quantifiable insights into behavior,
motivation and attitudes.
There are three types of uses of qualitative research; exploratory research, new product
development research and creative development research. In my case, it is an exploratory
research, because it is used when an organization wishes to increase its understanding of
customer attitudes, emotions, preferences and behavior.
My qualitative research is the group discussion; more known as focus groups or group depth
interview, undertaken with a group of respondents involving interaction between the
participants.
Finally, the projective techniques that I have used in my focus groups are projective
questioning and sentence completion.
B) QUANTITATIVE COLLECTION:
Quantitative research is defined as a research which is undertaken using a structured research

approach with a sample of population to produce quantifiable insights into behaviour,
motivation and attitudes. There are a lot of survey methods:
WHY NOT?
- Face-to-face interviewing
I haven’t used face-to-face interviews because it is costly and time consuming research.
Moreover, this type of survey is more difficult to organize and it is expensive to bring the
interviewers together. This type of surveys is really useful for improving the understanding of
the interviewer and the respondent through non-verbal communication, but I got it with focus
groups.
- Telephone interviewing
I haven’t used telephone interviews because refusal rates are increasing and consumer
concerns in certain countries have led to legislative controls on unsolicited calls for telephone
research. Moreover, I think that for achieving the objectives of my research questionnaires are
better because it takes less time and cost.
26
- In home/doorstep/executive/street
I haven’t used this type of interviews because of the non-availability of people at home during
the day or in the street. Moreover, they are expensive, because the process of interviewing is
more complex and in the case of the street surveys, the shoppers avoid interviewers as they
are in a hurry or are preoccupied with their shopping activities. Also, interviewing in the open
air can adversely affect the quality of data obtained.
- Postal surveys
I haven’t used postal surveys because it is more difficult and it takes more time to get the
responses, you can’t be sure that the respondents are going to answer and a lot of people
refuse to answer because it takes time. Also, it is more expensive than e-mail surveys.
- Hand delivery surveys and fax surveys
Hand delivery surveys are useful only when the audience is captive, and fax surveys are
effective only when potential respondents are prewarned by telephone or e-mail and their
agreement is sought prior to sending.
WHY YES?
I have decided to use on-line surveys and focus groups because I think that they are a perfect
mix to get the information that I need to achieve my objectives.
- E-mail surveys:
On-line Surveys are delivered electronically. The questionnaire simply appears in the text with
tick boxes and space for response. The respondent scrolls down the e-mail entering text or
checking boxes and then sends the questionnaire back to the researcher by using the “reply”
facility.
Email surveys offer a higher rate of prevalence, as compared to other survey techniques.
Survey incidence is measured on the basis of how many people actually respond to a survey.
You can expect a number of people to become a part of it, if you organize free email surveys.
People also prefer email based surveys because they can complete them on their own time.
Unlike phone based surveys, your subscribers will not have to finish the questions in a specific
time limit. With email based surveys, companies have the option using their own parent
websites for generating contacts. Companies, these days, offer visitors to their sites the option
to receive notifications and alerts through emails. Email based surveys are a very subtle yet a
very effective tool to promote your product.
I have used it because I can get a lot of responses quickly and it is not expensive. I have sent
23 e-mails and I have obtained 20 responses, so it is really effective. I have selected both old
and younger people and both males and females.
27
C) OBSERVATION RESEARCH
With this type of research, I wanted to answer the following questions:
- Differences in the traffic of both restaurants
McDonald’s: 30 people went into the restaurant in 30 minutes

Burger King: 20 people went into the restaurant in 30 minutes
- Differences in the storefronts
1. The door
McDonald’s: the door wasn’t automatic
Burger King: the door was automatic
2. The menu
McDonald’s: there was a menu on the storefront
Burger King: there wasn’t a menu on the storefront
3. The Schedule
McDonald’s: you can’t see the schedule of the restaurant from the street
Burger King: you can see the schedule of the restaurant from the street
4. The People
McDonald’s: there were more people inside the restaurant
Burger King; there were less people inside the restaurant
- Differences in the stuff
McDonald’s: four people serving and no one cleaning

Burger King; two people serving and one cleaning
- Differences in the age of the people that enter in both restaurants
McDonald’s: there were more families, more children, more old people and more
groups of friends than in Burger King.
Burger King: everybody was 20-40 years old.
28
- More differences that attracted my attention:
Usually, people went into the first restaurant that they see, it depends on the side
where they are walking. Also, I could see a child walking in the street and pointing
McDonald’s when he was in front of the restaurant, but he didn’t do the same with
Burger King. Moreover, I could see the same number of people taking fast food for
eating outside, only one person in each restaurant. Finally, I could see only one person
taking a coffee, in McDonald’s.
In my observation research I have also watched the webpage of both restaurants, and
also twitter and Facebook in order to get more information about the difference
between them and here is the data that I got:
Facebook followers:
McDonalds  25.553.276 people like this page / 472.801 people are talking about that /
3.065.511 people have been here
Burger King A 5.815.196 people like this page / 64.316 people are talking about that / 7.139
people have been here
Twitter followers:
McDonalds  792.023 Followers

Burger King  72. 477 followers
Conclusion: As we can conclude with the data, McDonald’s is more popular than
Burger King. McDonald’s is focused more in children and families. Moreover, when a
group of friends want to go to a fast food restaurant for having a good time, they used
to choose McDonald’s. Burger King is destined more for individuals that want to eat
fast because they don’t have time or they are in a hurry.
D) EYE TRACKING:
I have analysed also the eye tracking of the web page of both restaurants. Eye Tracking is an
adaptable research tool that is used to monitor the human eye to track exactly what is being
looked at and for how long. This has helped me to draw conclusions and recommendations
that can ultimately effect the way in which products/services are marketed.
The applications of this tool are shopping and TV/Media. It helps to improve the website, to
know which products are the most popular ones…etc. Using Secondary Data, I have obtained
29
some information on internet about the Eye Tracking of their web pages, that help me to
complete my conclusions.
- McDonalds:
As we can see in the last picture, people look more at the burger than at the nuggets. Also
people use to not read the long and small texts, and only the big letters than in the first
picture. It can help the web designers to improve the website, but also it is an indicative about
the preferences of the people, that probably they prefer burgers than nuggets.
- Burger King:
As we can see, in the first picture, people look more at the middle of the website, and in the
second one, people look at burgers. It seems that if there are two colors together, dark and
light colors, people tend to look to the dark color, as we can see in both pictures. It can help
web designers to improve the website, don’t use this type of color contrast, and also it could
mean that people prefer the steakhouse than the Combo, or, at least, it attracts more their
attention
30
8. D A T A A N A L Y S I S :
Towards the end of a market research project, the fieldwork is completed and the data must
be analysed.
A) ANALYSIS OF QUALITATIVE DATA:
It involves two main components; organization of the data, and interpretation of the data.
- Organization of the data: I have used to do it the tabular method, where the large sheet of a
paper is divided into boxes similar to Excel Spreadsheets, with 2 or 3 important respondent
characteristics being put in the column headings. In the row headings the important issues
relating to research objectives are discussed.
- First focus group:

From 1 to 5,
From 1 to 5, Which one do Do you think
In which of the Which fast How much
Do you like Describe with How often do How much you think is you can
following situations food do you
fast a sentence yoy eat fast do you think the best one differentiate
do you usually eat restaurant do think they
food?Why? fast food food? they are regarding to the flavor of
fast food? you prefer? are
tasty? price-quality? their burgers?
healthy?
WHEN I HAVE TO
TASTY, CHEAP IN THE WEEK- WORK, TRAVELING
1 YES 1 4 YES
AND FAST END AND WHEN I AM IN
A HURRY
NOT SO CHEAP AND IN THE WEEK-

2 TRAVELING 1 3 YES
MUCH FAST END
WHEN I HAVE TO
UNHEALTHY, WORK, TRAVELING
IN THE WEEK-
3 YES TASTY AND AND GOING OUT 1 4 YES
END
CHEAP WITH SOME
FRIENDS
WHEN I HAVE TO
OCCASIONALL WORK, TRAVELING,
4 YES FAST 1 4 YES
Y WHEN I AM IN A
HURRY
TRAVELING AND
FAST, CHEAP OCCASIONALL WHEN I DON'T
5 YES 1 3 YES
AND EASY Y WANT TO SPEND
SO MUCH MONEY
Which type of Which Marketing

Which stuff do Which Which You will go
Which restaurant do do you think is
you think is Marketing do Packaging do to the
Differentiated? products do you think is more aggressive
more friendly you think is you nearest
you prefer? most with their
and polite? more original? prefer?Why? one?
comfortable? competitors?
COLOURS
CHIPS AND
1 YES THE SAME NO
BURGERS
COMFORT
CHIPS AND
2 YES THE SAME YES
NUGGETS
COLOURS
BURGERS
3 YES THE SAME YES
AND CHIPS
COMFORT
BURGERS
4 YES THE SAME YES
AND CHIPS
MARKETING
5 YES CHIPS THE SAME NO
31
- Second focus groups:
From 1 to 5,
From 1 to 5, Which one do Do you think
In which of the Which fast How much
Do you like Describe with How often do How much you think is you can
following situations food do you
fast a sentence yoy eat fast do you think the best one differentiate
do you usually eat restaurant do think they
food?Why? fast food food? they are regarding to the flavor of
fast food? you prefer? are
tasty? price-quality? their burgers?
healthy?
WHEN I HAVE TO
TASTY, CHEAP IN THE WEEK-
1 YES WORK AND 2 4 YES
AND FAST END
TRAVELING
TRAVELING AND
CHEAP AND IN THE WEEK- WHEN I DON'T
2 NO 2 4 PERHAPS
FAST END WANT TO SPEND
SO MUCH MONEY
TRAVELING AND
UNHEALTHY
3 NO OCCASIONALLY GOING OUT WITH 1 4 YES
BUT TASTY
SOME FRIENDS
IN THE WEEK- WHEN I AM IN A

4 YES CHEAP 3 4 I DON'T KNOW
END HURRY
FAST, CHEAP
5 YES USUALLY TRAVELING 2 3 YES
AND EASY

Which stuff do Which Which
Which restaurant do do you think is You will go
you think is Marketing do Packaging do
Differentiated? products do you think is more aggressive to the
more friendly you think is you
you prefer? most with their nearest one?
and polite? more original? prefer?Why?
MARKETING
BURGERS
1 YES AND THE SAME NO
NUGGETS
COLOURS
CHIPS AND
2 NO BURGER KING NO
NUGGETS
COLOURS
NUGGETS
3 NO AND THE SAME YES
BURGERS
COMFORT
4 YES BURGERS BURGER KING NO
COLOURS
CHIPS AND
5 NO THE SAME NO
BURGERS
In qualitative research, the samples are smaller and the data is more subtle and complex. The
analysis of qualitative research depends on the flair and particularly the interpretation placed
on the data by the practitioners involved.
- Interpretation of the data; It involves determining what the data says with regards to the
research objectives.
32
I am going to interpret the data regarding to the objectives of the beginning:
- Firstly, I would like to discover the reasons because of what people usually eat in fast food
restaurants and what people think about this type of restaurants :
As we can see in the tables, the main reasons because of what people use to eat in fast food
restaurants are the price, the taste and the time, because fast food is cheap, tasty and you can
get it quickly.
People like fast food restaurants (7/10 said yes 2/10 said no and 1/10 said not so much)
although most of them think that is unhealthy (in the first focus group everybody rated it with
the lowest mark, and in the second one, nobody rated it more than 3).
Fast food
6/10 1 3/10 2 1/10 3 0/10 4 0/10 5
health
People like fast 1/10 More

7/10 YES 2/10 NO
food? or less
How often do
6/10 in the 3/10
you eat fast 1/10 Usually
week-end Occasionally
food?
Fast food taste 0/10 5 7/10 4 3/10 3 0/10 2 0/10 1
Despite being unhealthy, they think it is tasty and they use to eat it in the week-end and not so
much often. Another conclusion is that people use to eat fast food mainly when they are
traveling but also in the other situations.
- The second target is to know which restaurant is the favorite, McDonald’s or Burger King
and prove if they can differentiate the food of both of them:
Favourite
restaurant
7/10 3/10
Can people
differentiate 7/10 YES 3/10 NO
them?
With these data we can conclude that people prefer McDonald’s than Burger King. Moreover,
they can differentiate between both burgers, because when I gave them the burger slices,
without saying from what restaurant were them, most of the people could identify them, and
the 70 percent of them chose the taste of McDonald’s burgers.
33
Also, we can observe that burgers are the most popular product, but also chips and nuggets
are liked. Coffee and Desserts are no so much popular.
- Finally, I would like to conclude if their preferences are led by the marketing or by the taste
and quality of their food.
Price/Quality:
Which one is
better in terms
of
7/10 3/10
Price/Quality?
Tasty:
Fast food taste 0/10 5 7/10 4 3/10 3 0/10 2 0/10 1
Marketing:
Which
Marketing is
more original? 9/10 1/10
Which
Packaging do
you prefer 10/10 0/10
We can conclude that almost everybody prefer McDonald’s Marketing, not only in the
advertisements but also in the packaging. Also, people think that fast food is tasty, and when
they tried the slices, they could identify both burgers and they told that they prefer
McDonald’s one.
Marketing
aggressiveness
with their
10/10 0/10
competitors
People prefer McDonald’s marketing but at the same time, everybody thinks that McDonald’s
is the most aggressive brand with their competitors in terms of the marketing campaigns.
Because of that, we could think that one of the reasons because of what it has better rankings
than Burger King is because of the power of the marketing. The better the marketing, the
better the rankings.
34
B) QUANTITATIVE DATA ANALYSIS;
- Data analysis of closed questions:
Organization of the data: A closed question is one that requires respondents to choose an
answer that is presented to them in the interview. In my questionnaire I have the following
closed questions and I have obtained the following responses:
Packaging Packaging
Restaurant Product Marketing Marketing Packaging
Student Gender Frecuency more preferences
Preferences Preferences originality aggressivity preferences
comfortable reason
In the week- Burger and

1 Female Colour
end Chips
Burger and Colour and

2 Female Occasionally
Nuggets Marketing
Burger, Chips
3 Female Occasionally Marketing
and Nuggets
When I have Burger, Chips

4 Female Quality
to work and Nuggets
Chips and
5 Female Traveling Both Colour
Nuggets
Nuggets and
6 Male Occasionally Marketing
Desserts
it just doesn’t
Chips and
7 Female Traveling Both make
Burgers
difference
Burgers and
8 Female Traveling Colour
Chips
In the week-
Burgers and
9 Male end and Both Marketing
Chips
traveling
In the week- Burgers and Colour and
10 Male
end Chips Comfort
Burgers and
11 Female Occasionally Marketing
Chips
12 Male Occasionally Burgers Both Comfort
It just doesn’t
Burgers and
13 Female Traveling Both make
Chips
difference
Burgers and
14 Female Occasionally Comfort
Nuggets
Comfort,
Burgers and Colors,
15 Female Occasionally
Desserts Quality and
Marketing
In the week- Chips and Comfort and
16 Female Both
end Nuggets colour
Occasionally
Burger and
17 Female and when I Colour
Chips
have to work
Burgers and
18 Female Occasionally Both Colour
Nuggets
Occasionally, Burgers and

19 Female Colour
traveling Chips
Nuggets and
20 Male Occasionally Colour
Desserts
35
Interpretation of the data:
The mechanics of carrying out complex statistical operations has been made so much easier
through widely available and user-friendlier software such as SPSS. I have used SPSS in order to
interpret the data of the close questions, scalar questions and numerical questions.
Navigation and Entering Data in SPSS: Variables:
Age: Gender: Frequency: Restaurant Preferences :

<20= 1 Male=1 1=A.Occasionally 1=McDonald’s
20-30=2 Female=2 2=B.Everyday 2=Burger King
30-40=3 3=C.In the week-end
>40=4 4=D.When I have to work
5=E.Traveling
Preferences Reason: Health BK/McDO: Product Preferences;

1=A.Quality/Health 1=No Healthy 1=A.Burgers
2=B.Quantity 2=Low Healthy 2=B.Chips
3=C.Flavour 3=More or less Healthy 3=C.Nuggets
4=D.Price 4=High Healthy 4=D.Desserts
5=E.Other 5=Really Healthy 5=E.Coffee
6=F.Flavour and Price
Restaurant Preferences: Marketing Originality Marketing aggressiveness

1=McDonald’s 1=McDonald’s 1=McDonald’s
2=Burger King 2=Burger King 2=Burger King
Packaging: Packaging Reason:

1=McDonald’s 1=A.Comfort 5=E. No Difference
2=Burger King 2=B.Colours 6=F.Everything
3=C.Quality
4=D.Marketing
36
Navigation and Entering Data in SPSS: Data View:
Basic Descriptive Statistics:
STATISTICS:
- Frequency:
Gender
Cumulative I have sent by e-mail 23 questionnaires, and
Frequency Percent Valid Percent Percent 20 of them have answered. The 75% of the
Valid Male 5 25.0 25.0 25.0
respondents are females, and the 25% are
males.
Female 15 75.0 75.0 100.0
Total 20 100.0 100.0
Frequency
As we can see in the
Cumulative
chart, people eat fast
Frequency Percent Valid Percent Percent
food occasionally,
Valid A.Occasionally 9 45.0 45.0 45.0
and also when they
C.In the week-end 4 20.0 20.0 65.0
are traveling. People
D.When I have to work 2 10.0 10.0 75.0
use to go to a fast
E.Traveling 5 25.0 25.0 100.0 food restaurant also
Total 20 100.0 100.0 in the week-end. Only
the 10% of the people use to eat fast food when they have to work.
37
Restaurant Preferences
Cumulative
70% of the respondents
prefer McDonald’s, and
Valid McDonalds 14 70.0 70.0 70.0
only 30% prefer Burger
Burger King 6 30.0 30.0 100.0
King.
Total 20 100.0 100.0
Restaurant Preference - Why?

Cumulative
The reasons of this preference are
Valid A.Quality 5 25.0 25.0 25.0
the quality, the flavour and the
C.Flavour 5 25.0 25.0 50.0
price.
D.Price 3 15.0 15.0 65.0
E.Other 2 10.0 10.0 75.0
Flavour and 5 25.0 25.0 100.0
Price
Total 20 100.0 100.0
Restaurant
Cumulative Also, in reference with the
Frequency Percent Valid Percent Percent restaurant structure,
Valid McDonalds 11 55.0 55.0 55.0 people also prefer
Burger King 9 45.0 45.0 100.0
McDonald’s restaurants,
but in this case there is not
Total 20 100.0 100.0
a big difference.
Marketing Originality
Regarding with Marketing,
Cumulative people think that both are
Frequency Percent Valid Percent Percent original, but another time
Valid McDonalds 12 60.0 60.0 60.0 McDonald’s marketing
Burger King 8 40.0 40.0 100.0 wins the battle with 60% of
supporters.
Total 20 100.0 100.0
Marketing Aggressivity
Although people think that
Cumulative McDonald’s marketing is
Frequency Percent Valid Percent Percent better, it is also ranked like
Valid McDonalds 15 75.0 75.0 75.0 the most aggressive with
Burger King 5 25.0 25.0 100.0 their competitors.
Total 20 100.0 100.0
38
60% of the respondents

prefer McDonald’s
packaging, and for the 35%
there is no difference
between both of them. Only
one person has selected
Burger King packaging.
Packaging Preferences - Why?

People that prefer
Cumulative McDonald’s packaging prefer
Frequency Percent Valid Percent Percent it because of the colours and
Valid A.Comfort 3 15.0 15.0 15.0 marketing. Moreover, 15% of
B.Colours 8 40.0 40.0 55.0 the respondents think that
C.Quality 1 5.0 5.0 60.0 McDonald’s packaging is
D.Marketing 5 25.0 25.0 85.0
more comfortable.
No difference 2 10.0 10.0 95.0
Everything 1 5.0 5.0 100.0
Total 20 100.0 100.0
DESCRIPTIVE STATISTICS:
Descriptive Statistics
N Range Minimum Maximum Mean Std. Deviation Variance
Statistic Statistic Statistic Statistic Statistic Std. Error Statistic Statistic
Age 20 3 1 4 2.10 .161 .718 .516
Gender 20 1 1 2 1.75 .099 .444 .197
Frequency 20 4 1 5 2.70 .385 1.720 2.958
Restaurant Preferences 20 1 1 2 1.30 .105 .470 .221
Restaurant Preference - 20 5 1 6 3.60 .426 1.903 3.621
Why?
Healthy McDonalds 20 3 1 4 1.90 .204 .912 .832
Healthy Burger King 20 2 1 3 1.85 .182 .813 .661
Restaurant 20 1 1 2 1.45 .114 .510 .261
Marketing Originality 20 1 1 2 1.40 .112 .503 .253
Marketing Aggressivity 20 1 1 2 1.25 .099 .444 .197
Packaging Preferences 20 2 1 3 1.75 .216 .967 .934
Packaging Preferences - 20 5 1 6 2.90 .332 1.483 2.200
Why?
Valid N (listwise) 20
- Data analysis of scalar questions
A common way of presenting the responses from this type of questions is by mean scores.
Each score is a weighted average of the numerical values assigned to the pre-coded responses
and the number of the respondents giving each response.
39
Organization of the data: I have done 3 scalar questions and here below is the data that I have
obtained:
McDonald's Product Burger King's Burger: 4 Burger: 3

Student Health
Ratings Product Ratings Chips: 4 Chips: 5
McDonald's: 2
Burger: 3 Burger: 4 11 Nuggets: 3 Nuggets: 3
Burger King: 2
Chips: 4 Chips: 4 Desserts: 4 Desserts: 3
McDonald's: 1
1 Nuggets: 2 Nuggets: 2 Coffee: 3 Coffee: 3
Burger King: 1
Desserts: 3 Desserts: 3 Burger: 3 Burger: 4
Coffee: 1 Coffee: 2 Chips: 4 Chips: 3
McDonald's: 2
Burger King: 2
McDonald's: 1 Coffee: 4 Coffee: 4
2 Nuggets: 2 Nuggets: 3
Burger King: 1 Burger: 4 Burger: 4
Desserts: 3 Desserts: 2
McDonald's: 2
Burger King: 2
McDonald's: 2
Burger King: 2
McDonald's: 3
Burger King: 2
McDonald's: 2
Burger: 2 Burger: 3 Burger King: 2
Chips: 4 Chips: 4
Chips: 4 Chips: 4
Coffee: 2 Coffee: 2 McDonald's: 1
Chips: 3 Chips: 3
Chips: 2 Chips: 4
Chips: 4 Chips: 5
Chips: 4 Chips: 3
Chips: 5 Chips: 3
Chips: 2 Chips: 2
Coffee: 2 Coffee: 2 McDonald's:1
Chips: 4 Chips: 3 Coffee: 2 Coffee: 2
McDonald's: 1
Burger King: 1
Coffee: 1 Coffee: 1
40

Healthy McDonalds
Cumulative As we can see in the chart,
Frequency Percent Valid Percent Percent most of the people think that
Valid No healthy 8 40.0 40.0 40.0 McDonald’s is not healthy.
Low Healthy 7 35.0 35.0 75.0 Only one respondent thinks
More or less healthy 4 20.0 20.0 95.0 that it is healthy.
High healthy 1 5.0 5.0 100.0
Total 20 100.0 100.0
Healthy Burger King

The same happens with Burger
Cumulative
King, most of the people think
Valid No Healthy 8 40.0 40.0 40.0 that it is not healthy. 25% of
Low Healthy 7 35.0 35.0 75.0 the people think that it is more
More or less healthy 5 25.0 25.0 100.0 or less healthy.
Total 20 100.0 100.0
- Analysis of numerical responses:
These questions produce responses in the form of numerical values. The individual responses
can be listed, sorted into order, and then classified into intervals.
Organization of the data: I have only used this type of questions in order to know the age
interval of the respondents. I have decided to ask for the age of the respondents with intervals
in order to avoid sensitive questions.
Student Age
1 20-30
2 20-30
3 20-30
4 <20
5 >40
6 >40
7 20-30
8 20-30
9 20-30
10 20-30
11 20-30
12 20-30
13 20-30
14 20-30
15 20-30
16 20-30
17 20-30
18 <20
19 20-30
20 20-30
41
Age I have sent 23 e-mails and I have received

Cumulative 20 responses. 80% of the people that
have answered are 20-30 years old, that
Valid <20 2 10.0 10.0 10.0
is one of my objectives, I wanted to
20-30 16 80.0 80.0 90.0
interview young people. But also, another
>40 2 10.0 10.0 100.0
Total 20 100.0 100.0
10% of the respondents are old and
teenagers.
- Data analysis of open-ended questions:
These are the responses given by respondents, without closed options.
Organization of the data:

Student Reason Two Words Marketing originality: reason Description
I want cheap, fast,
Burger King's marketing is impressive, very McDonald's: simple
1 convenient, quick, good Efficient and eating
artistic and eye catching Burger King: laid back
food
McDonald's: It is better for the
McDonald's because it is more impressive marketing and packgaging
2 I want to eat junk food Cheap and Unhealthy
for the music and the pictures Burger King: it is better for the
quality of food and for the quantity
McDonald's because their advertisement
I don't have time or money McDonald's: Cleaner
3 unhealthy and delicious campaign is bigger and wider, also their
to go to the restaurant Burger King: More space
target market is better
McDonald's: My first option if I near
Burger king is more original , creative and
I know that's cheap, quickly of one
4 Cheap and Good shocking . McDonald's used to be for
and I like the food. Burger King: If there aren't other
children or not quite original
options.
The price is affordable and McDonald's: family meal
5 Easy and tasty Because it is more familiar and sweet
it is easy to find one Burger King: enjoy with friends
It's cheap and you can eat as
McDonald's, because it's funny, cheerful McDonald's: Traditional
6 much as you want without fast and affordable
and friendly Burger King: Universal
problem
it just calls your attention easily and better
There is no other restaurant than Burguer King, and trying to make McDonald's: better discounts and
around, or I don’t have people think their food is not as unhealthy offers
7 Unhealthy and fat
enough money for other as it is thought. And children are the group Burger King: better food and better
kind of food. of people who enjoy more this kind of food, quality-prices
so that’s used by Mcdonald´s
I've always thought that McDonalds´
marketing is strongly impressive and they McDonald's: Good flavor and prices
I'm traveling and I don’t manage to create the “necessity” of going to but I’ve the impression of eating
have money enough to pay the restaurants especially among the food with even less quality
any other kind of children. That way they've created several Burger King: Marketing not so good,
8 restaurants or even being in Delicious and Unhealthy advertising campaigns focus on this group, but I prefer from far their products,
Madrid if I'm meeting any which I think are significantly effective. As much better flavour for similar
friend for lunch and our de examples of below, these campaigns are prices. Usually better restaurants
time is very short. very visual, and usually they are related to a (comfortable, better
song/sountrack very simple and easy to environment...)
remember.
McDonald's: closer and easier to
I think Burger King has very original ideas,
I need to eat something find everywhere.
9 Cheap and fast and I don’t like fast food brands to use
cheap, tasty and different Burger King: nice marketing, but still
children in their ads
missing something
McDonald's: Easier and more
I don’t have as much time as I prefer the Burger King’s one. In my
attractive
I want to lunch or because opinion it’s more original and it takes a
Burger King: May be their products
10 of a special situation when Instantaneus and friends bigger commercial target.
have more quality but I find it less
it´s more important to share I think McDonald’s ad is in this cases for a
palatable from an exclusive
a moment than the place potential younger target
commercial point of view
42
McDonald's: economic and cheap

It's cheaper than other Because the marketing of McDonalds refers
11 Cheap and fast Burger King: cheap and more
restaurants to more people and all kinds of ages
quantity
I want cheap food at the
moment. And sometimes McDonald's: in my opinion, the most
It attract more the attention of the
it’s the best way to eat powerful fast food restaurant
12 Accessible and Cheap customers because of the songs and the
when I'm visiting another Burger King: the competitor that has
colours
city and I don’t know where won in quality
to do it
They are cheap, I think they
I like both of them, but perhaps I prefer
have a good relation
McDonald's because the pedestrians way
between quality and price. McDonald's: I'm loving it
13 Cheap and fast and the hair of the girl are funny, and also I
Also I go there because they Burger King: It tastes better grilled
prefer the clown because the king makes
are fast serving you the
me scared
food
Because it surprised me more and I think McDonald's: The publicity and the
I would like eating this kind
that it can be better for all the audiences. brand give it the market shared that
14 of food that day or because Tasty and caloric
However, I think that Mc Donald´s is a more it has
I am shopping.
consolidated brand Burger King: The best competitor
McDonald's: the original one
15 I like the food and it’s cheap Cheap adn unhealthy More original Burger King: I think it is a copy of
McDonald's
I like both of them but regarding to the

You want cheap, fast and pictures I prefer McDonald's and also I don't McDonald's: nice food quickly made
16 Cheap and Fast
tasty food remember a lot of ads of Burger King, I think Burger King: similar to McDonald's
McDonald's invest more in publicity
McDonald's: the best fast food

I don't have time to cook at I prefer McDonald's one because it is more restaurant
17 home after comming back Quick and Cheap original and it is more common finding it in Burger King: another fast food
from work the street, tv…etc restaurant that offer the same than
the rest of them
It is cheap and I can enjoy McDonald's: It is a really successful

Maybe McDonald's but I think that also
with friends, I wusually go fast food and the taste is really good
18 Cheap and Fast Burger King has a good Marketing.
when I don't have a lot of Burger King: I don't like the chips
McDonald's give a more sense of familiarity
time and it is more expensive
McDonald's promote more the tastyness pff

their products but regarding the pictures I McDonald's: Convenience
19 It is cheap, tasty and fast Cheap and convenient
have to say that I prefer Burger King as it Burger King: Quality
describes better what they are as a brand
Convenient and Burger King because I don't like brands that McDonald's: Traditional
20 I am probably short of time
unhealthy use children in their ads Burger King: Grills
First of all, when people have to describe fast food they usually use words like cheap and fast,
they go there because they have no time to cook in their homes, or they are short of time. The
word unhealthy appears also a lot of times.
When people have to choose between both marketing, most of them prefer McDonald’s
marketing, above all regarding to the pictures of the questionnaire, they think that they are
more originals, because of the colours or because of the ideas. They think that this type of
marketing attracts more their attention, is more surprised, and funnier.
When people have to describe both restaurant, they used to consider McDonald’s as the
original one, as a really successful fast food restaurant, and Burger King as a McDonald’s copy.
Also, people think that Burger King has better food quality and better relation between
price/quality.
43
9. R E P O R T I N G
A) REPORTING QUALITATIVE DATA:
Qualitative Reports need to tell a story, identify a process and make sense of perceptions and
experiences. To achieve this, the researcher has to reconstruct the data through the analysis to
locate the findings in a clear framework.
I have used verbatim comments to communicate it:
44
B) REPORTING QUANTITATIVE DATA:
Quantitative data, on the other hand, is numerical in nature. For most type of data, there are
several options available. I have selected the bar chart, that is a commonly used method of
displaying data in quantitative studies and I think that is the easier way to understand the data
and interpret it. Here below there are the frequency charts:
45
46
10. B I B L I O G R A P H Y :
- City University of London:
1. Notes of the City University of London: Market Research Short Course – Purnima Mehta
- Library of Bayswater:
2. Market Research in Practice: A Guide to the Basics - Paul Hague, Nick Hague and Carol-
Ann Morgan
3. Marketing Research Kit for Dummies - Michael R.Hyman and Jeremy J.Sierra
4. Marketing Research: International Student Version - David A.Aaker and others
- Internet:
5. McDonald’s and Burger King websites
6. http://www.marketresearch.com/
7. http://www.sba.gov/content/do-your-market-research
8. http://managementhelp.org/marketing/market-research.htm
9. Questionnaires websites
10. Other
47
11. A P P E N D I X
Appendix 1: Pilot Discussion Guide:
In the final discussion guide I have done an introduction.
1. Do you like fast food? Why?
2. Describe with a sentence fast food.

A) Occasionally
B) Everyday
C) In the week-end
D) Never
4. In which of the following situations do you usually eat fast food?

A) When I have to work
B) Traveling
C) Going out with some friends
D) When I don’t want to spend so much money
E) When I am hurry

A) McDonald’s
B) Burger King
6. From 1 to 5, being 1 the lowest and 5 the highest, how much do you think they are healthy? And
tasty? In the final question guide, I have added more information about the fast food healthy.
7. Which one, McDonald’s or Burger King, do you think is the best one regarding to price-quality?
8. Do you think you can differentiate the flavor of their burgers? (Now I will give them a sample to try
both burgers, but without saying from which restaurant are they) This way I will look if they can
differentiate them. Which one do you prefer? Why?

A) Burgers
B) Chips
C) Nuggets
D) Desserts
E) Coffee
48
10. Look these two pictures about both types of restaurant. Which type of restaurant do you think is
most comfortable? Why?
11. Which stuff do you think is more friendly and polite? Do you have any good/bad experience with
them?
12. Regarding to the following advertisements (and also using your own knowledge of their marketing),
which Marketing do you think is more original?
A) McDonald’s
B) Burger King:
12. Which marketing do you think is more aggressive with their competitors? I have added in the final
discussion guide more information about marketing in order to lead the discussion guide and give more
information to the respondents, so they can answer better what they think. Moreover, I have added a
video to do the discussion guide funnier and more interactive and show clearer the objective of this
question.
A) Mc Donald’s B) Burger King
49
Why?
A) Comfort
B) Colors
C) Quality
D) Marketing
10. Describe each restaurant with one word (I have changed it because respondents thought that it
was confusing, so in the final question guide I have asked for describing them with a sentence, not a
word)
McDonald’s: ______________________________________________________________
Burger King:_______________________________________________________________
Pilot discussion guide: Answers

COLOURS
CHIPS AND
1 YES THE SAME NO
BURGERS
COMFORT
CHIPS AND
2 YES THE SAME YES
NUGGETS
COLOURS
BURGERS
3 YES THE SAME YES
AND CHIPS
COMFORT
BURGERS
4 YES THE SAME YES
AND CHIPS
MARKETING

COLOURS
CHIPS AND
1 YES THE SAME NO
BURGERS
COMFORT
CHIPS AND
2 YES THE SAME YES
NUGGETS
COLOURS
BURGERS
3 YES THE SAME YES
AND CHIPS
COMFORT
BURGERS
4 YES THE SAME YES
AND CHIPS
MARKETING
50
Appendix 2 – Pilot questionnaire
1. (fill in the blank) When you go to a fast food restaurant, you go

because……………………………………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………............................................
(In the final version I have change this question, and I have added a picture with a convertation that you
have to fill)
2. Describe fast food with two words: ………………………. …………………………

A) Occasionally
B) Everyday
C) In the week-end
D) When I have to work
E) Traveling

A) McDonald’s
B) Burger King

A) Quality/Health
B) Quantity
C) Flavor
D) Price
5. From 1 to 5, being 1 the lowest and 5 the highest, how much do you think they are healthy?
McDonald’s; …….
Burger King; …….

A) Burgers
B) Chips
C) Nuggets
D) Desserts
E) Coffee
Here I have added also another rated question and I have tried to differentiate between products,
respondents have to rate McDonald’s and Burger King products from 1 to 5.
7. Which type of restaurant do you think is most comfortable?

B) Burger King B) McDonald’s
51
8. (Optional questions) Which Marketing do you think is more original? Here I have added more
original pictures.
A) McDonald’s
B) Burger King:
And more aggressive? Here I have added more pictures, and also I have specified that I was asking about
the aggressiveness of each brand with its competitors.
A) McDonald’s B) Burger King
Why?
A) Comfort
B) Colors
C) Quality
D) Marketing
10. Describe each restaurant with one word: (Because it was confused for the respondents, I have
changed it and I have asked for a sentence)
McDonald’s: …………………
Burger King: ………………….
52
Pilot questionnaire: answers:
Restaurant Preference: Product

Student Age Gender Reason Two Words Frecuency Health Comfort
Preferences Why? Preferences
You want cheap, fast and McDonald's: 2 Burger

1 20-30 Female Cheap and Fast In the week-end McDonald's Price Chips and Nuggets McDonald's
tasty food King: 2
I don't have time to cook

Occasionally and when I have Flavour and McDonald's: 1 Burger
2 20-30 Female at home after comming Quick and Cheap McDonald's Burger and Chips McDonald's
to work Price King: 1
back from work
It is cheap and I can enjoy

with friends, I wusually go McDonald's: 1 Burger
3 >20 Female Cheap and Fast Occasionally McDonald's Flavour Nuggets and burger McDonald's
when I don't have a lot of King: 1
time
McDonald's: 2 Burger
4 20-30 Female It is cheap, tasty and fast Cheap and convenient Occasionally, traveling McDonald's Price Chips and Nuggets Burger King
King: 2
I am probably short of Convenient and McDonald's:1 Burger

5 20-30 Male Occasionally McDonald's Price Burger and Nuggets Burger King
time unhealthy King: 1
Packaging
Student Marketing originality: reason Marketing aggressivity Packaging preferences reason Description
preferences
McDonald's: I
need more words
1 I don't understand the question McDonald's Both Comfort and colour
Burger King: I
need more words
McDonald's: Fast
I think that you should write:
2 Burger King McDonald's Colour Burger King:
regarding with the following pictures
Cheap
McDonald's: It is
a really successful
fast food and the
Maybe McDonald's but I think that
taste is really
also Burger King has a good
3 Burger King Both Colour good
Marketing. McDonald's give a more
Burger King: I
sense of familiarity
don't like the
chips and it is
more expensive
McDonald's promote more the

tastyness pff their products but McDonald's:
regarding the pictures I have to say Convenience
4 McDonald's McDonald's Colour
that I prefer Burger King as it Burger King:
describes better what they are as a Quality
brand
I think that McDonald's marketing McDonald's:

5 attracts more the attention of the Burger King McDonald's Colour Traditional
people Burger King: Grills
53

Arket Esearch: F F R: M D ' V - B K

Transféré par

Informations du document

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Arket Esearch: F F R: M D ' V - B K

Transféré par

Droits d'auteur :

Formats disponibles

MARKET RESEARCH: FAST FOOD RESTAURANT Beatriz Fernández

MCDONALD’S VS BURGER KING Alonso

 TABLE OF C ONT E NTS:

1. MIND MAP.................................................................................................. Page 5

2. MARKET RESEARCH DESIGN…………………………………………………………………….Page 6

3. DESK RESEARCH: SECONDARY DATA………………………………………………………Page 10

4. PRIMARY DATA: FOCUS GROUPS...............................................................Page 14

5. PRIMARY DATA: QUESTIONNAIRE………………………………………………………....Page 20

A) THE MARKET RESEARCH BRIEF: A STATEMENT OD THE PROBLEM

“Fast food is well and truly a global phenomenon”

Detailed objectives of what I need to know.

- SUGGESTED APPROACH AND RESEARCH TARGETS:

- PREFERRED APROACH AND METHOLDOLOGIES:

How I am going to collect my data?

2. E-mail questionnaires: designing a questionnaire with 10-15 questions and sending it by e-

Identify any requirements you might have:

1. Soft Copy: Narrative report.

2. Hard Copy: Final Word report printed.

This research will be exploratory and causal:

2. Causal Research; this research attempts to identify cause-and-effect relationships between

- MARKET RESEARCH TIMETABLE:

My Market Research Timetable:

- Print out the questionnaires.

 The forecast is to spent 40 pounds in total

- MARKET AND STRATEGIC OVERVIEW:

The term 'fast-food' relates to food that can be prepared very

Restaurant 2010 Sales (mill) 2011 Sales (mill) Number of US locations

Source; QSR News

A) WHY I HAVE USED FOCUS GROUPS?

B) PLANNING AND RECRUITING FOCUS GROUPS

E) GETTING RESPONDENTS TO ATTEND

F) INTERVIEW DISCUSSION GUIDE

- Pilot Question Guide

- Final Question Guide

1. Do you like fast food? Why?

2. Describe with a sentence fast food.

3. How often do you eat fast food?

4. In which of the following situations do you usually eat fast food?

5. Which fast food restaurant do you prefer?

5. Why do you prefer it?

9. Which products do you prefer?

A) Burger King B) McDonald’s

A) Mc Donald’s B) Burger King

9. Which packaging do you prefer?

A) Burger King B) McDonald’s

THE SUMMARISING PHASE

Thank you for your time and attention!

A) WHY I HAVE USED QUESTIONNAIRES?

In my market research, I have used different types of questions:

Gender: A) Male B) Female

3. Describe fast food with two words: ………………………. …………………………

4. How often do you eat fast food?

5. Which fast food restaurant do you prefer?

10. Which type of restaurant do you think is the most comfortable?

A)McDonald’s B) Burger King

13. Which packaging do you prefer?

If you prefer one of them, why?

14. Describe each restaurant with a sentence:

McDonald’s: …………………………………………………………………………………………………………………………………………… Burger King:

A) WHY I HAVE USED OBSERVATION?

Observation is an obvious means of recording shopping traffic, and it can be measured by

1. McDonald’s: 76 Queensway, Bayswater, London, W2 4QH

2. Burger King: 70-72 Queensway, Bayswater, London, W2 3RL