Market Research - Fast Food Restaurants

MARKET RESEARCH: FAST FOOD RESTAURANT MCDONALD’S VS BURGER KING
Beatriz Fernández Alonso
1
vdfredseeddddddddddddddddddddddddddesddf
CITY UNIVERSITY LONDON: SHORT COURSES
MARKET RESEARCH
FAST FOOD RESTAURANTS: MCDONALD’S VS. BURGER KING
MARKET RESEARCH: MCDONALD’S VS. BURGER KING

2

3
 TABLE OF CONTENTS:
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

4
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

5
1. MIND MAP
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:

6
2. MARKET RESEARCH DESIGN:
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”

7
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.

8
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 1Week 2Week 3Week 4Week 5Week 6Week 7Week 8Week 9Week 10Commissioning meetingMarket Research DesignSecondary DataFocus GroupsQualitative debriefQuestionnaire designSample CompositionFieldworkCollecting Quantitative DataAnalysisPresentation DevelopmentPresentation

9
- 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

10
3. SECONDARY DATA: DESK RESEARCH
- 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. Though 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.

11
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!
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. Each has their own versions of burger chiefs in the

12
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.

13
- 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.

14
4. PRIMARY DATA: FOCUS GROUPS
“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.

15
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.

16
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. 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?

17
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

18
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

19
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.

20
5. PRIMARY DATA: QUESTIONNAIRE:
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.

21
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: ………………………. …………………………
4. How often do you eat fast food? A) Occasionally ) Everyday C) In the week-end D) When I have to work E) Traveling

22 5. Which fast food restaurant do you prefer? 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? A) Burger King B) McDonald’s
11. Which Marketing do you think is more original regarding to the pictures of below? A) McDonal’s: B) Burger King: Why? …………………………………………………………………………………………………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………………………………………………………………………………………………… ……………………………………………………………………………

23 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
13. Which packaging do you prefer? A) Burger King B) McDonald’s C) Both, I don’t have any 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: ……………………………………………………………………………………………………………………………………………
ç

24
6. OBSERVATION:
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

25
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.

26
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.

27
- 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.

28
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.

29
- 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

30
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

MA R K E T R E S E A R C H : F A S T F O O D R E S T A U R A N T
MC D O N A L D ’ S V S B U R G E R K I N G
Beatriz Fernández
Alonso
31
Differentiated?
Which
products do
you prefer?
Which type of
restaurant do
you think is
most
comfortable?
Which stuff do
you think is
more friendly
and polite?
Which
Marketing do
you think is
more original?
Which Marketing
do you think is
more aggressive
with their
competitors?
Which
Packaging do
you
prefer?Why?
You will go
to the
nearest
one?
1 YES
CHIPS AND
BURGERS
THE SAME
COLOURS
NO
2 YES
CHIPS AND
NUGGETS
THE SAME
COMFORT
YES
3 YES
BURGERS
AND CHIPS
THE SAME
COLOURS
YES
4 YES
BURGERS
AND CHIPS
THE SAME
COMFORT
YES
5 YES CHIPS THE SAME
MARKETING
NO
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:
Do you like
fast
food?Why?
Describe with
a sentence
fast food
How often do
yoy eat fast
food?
In which of the
following situations
do you usually eat
fast food?
Which fast
food
restaurant do
you prefer?
From 1 to 5,
How much
do you
think they
are
healthy?
From 1 to 5,
How much
do you think
they are
tasty?
Which one do
you think is
the best one
regarding to
price-quality?
Do you think
you can
differentiate
the flavor of
their burgers?
1 YES
TASTY, CHEAP
AND FAST
IN THE WEEK-END
WHEN I HAVE TO
WORK, TRAVELING
AND WHEN I AM IN
A HURRY
1 4 YES
2
NOT SO
MUCH
CHEAP AND
FAST
IN THE WEEK-END
TRAVELING 1 3 YES
3 YES
UNHEALTHY,
TASTY AND
CHEAP
IN THE WEEK-END
WHEN I HAVE TO
WORK, TRAVELING
AND GOING OUT
WITH SOME
FRIENDS
1 4 YES
4 YES FAST
OCCASIONALL
Y
WHEN I HAVE TO
WORK, TRAVELING,
WHEN I AM IN A
HURRY
1 4 YES
5 YES
FAST, CHEAP
AND EASY
OCCASIONALL
Y
TRAVELING AND
WHEN I DON'T
WANT TO SPEND
SO MUCH MONEY
1 3 YES

Beatriz Fernández
Alonso
32
Do you like
fast
food?Why?
Describe with
a sentence
fast food
How often do
yoy eat fast
food?
In which of the
following situations
do you usually eat
fast food?
Which fast
food
restaurant do
you prefer?
From 1 to 5,
How much
do you
think they
are
healthy?
From 1 to 5,
How much
do you think
they are
tasty?
Which one do
you think is
the best one
regarding to
price-quality?
Do you think
you can
differentiate
the flavor of
their burgers?
1 YES
TASTY, CHEAP
AND FAST
IN THE WEEK-END
WHEN I HAVE TO
WORK AND
TRAVELING
2 4 YES
2 NO
CHEAP AND
FAST
IN THE WEEK-END
TRAVELING AND
WHEN I DON'T
WANT TO SPEND
SO MUCH MONEY
2 4 PERHAPS
3 NO
UNHEALTHY
BUT TASTY
OCCASIONALLY
TRAVELING AND
GOING OUT WITH
SOME FRIENDS
1 4 YES
4 YES CHEAP
IN THE WEEK-END
WHEN I AM IN A
HURRY
3 4 I DON'T KNOW
5 YES
FAST, CHEAP
AND EASY
USUALLY TRAVELING 2 3 YES
- Second focus groups:
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.
Differentiated?
Which
products do
you prefer?
Which type of
restaurant do
you think is
most
comfortable?
Which stuff do
you think is
more friendly
and polite?
Which
Marketing do
you think is
more original?
Which Marketing
do you think is
more aggressive
with their
competitors?
Which
Packaging do
you
prefer?Why?
You will go
to the
nearest one?
1 YES
BURGERS
AND
NUGGETS
THE SAME
MARKETING
NO
2 NO
CHIPS AND
NUGGETS
BURGER KING
COLOURS
NO
3 NO
NUGGETS
AND
BURGERS
THE SAME
COLOURS
YES
4 YES BURGERS BURGER KING
COMFORT
NO
5 NO
CHIPS AND
BURGERS
THE SAME
COLOURS
NO

33
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 health 6/10 1 3/10 2 1/10 3 0/10 4 0/10 5
People like fast food? 7/10 YES 2/10 NO 1/10 More or less
How often do you eat fast food? 6/10 in the week-end 3/10 Occasionally 1/10 Usually
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 them? 7/10 YES 3/10 NO
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.

34
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 Price/Quality? 7/10 3/10
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 competitors 10/10 0/10
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.

Beatriz Fernández
Alonso
35
Student Gender Frecuency
Restaurant
Preferences
Product
Preferences
Packaging
more
comfortable
Marketing
originality
Marketing
aggressivity
Packaging
preferences
Packaging
preferences
reason
1 Female
In the week-end
Burger and
Chips
Colour
2 Female Occasionally
Burger and
Nuggets
Colour and
Marketing
Burger, Chips
and Nuggets
Marketing
4 Female
When I have
to work
Burger, Chips
and Nuggets
Quality
5 Female Traveling
Chips and
Nuggets
Both Colour
6 Male Occasionally
Nuggets and
Desserts
Marketing
7 Female Traveling
Chips and
Burgers
Both
it just doesn’t
make
difference
8 Female Traveling
Burgers and
Chips
Colour
9 Male
In the week-end
and
traveling
Burgers and
Chips
Both Marketing
10 Male
In the week-end
Burgers and
Chips
Colour and
Comfort
Burgers and
Chips
Marketing
12 Male Occasionally Burgers Both Comfort
13 Female Traveling
Burgers and
Chips
Both
It just doesn’t
make
difference
Burgers and
Nuggets
Comfort
Burgers and
Desserts
Comfort,
Colors,
Quality and
Marketing
16 Female
In the week-end
Chips and
Nuggets
Both
Comfort and
colour
17 Female
Occasionally
and when I
have to work
Burger and
Chips
Colour
Burgers and
Nuggets
Both Colour
19 Female
Occasionally,
traveling
Burgers and
Chips
Colour
20 Male Occasionally
Nuggets and
Desserts
Colour
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:

36
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

Beatriz Fernández
Alonso
37
Gender
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 5 25.0 25.0 25.0
Female 15 75.0 75.0 100.0
Total 20 100.0 100.0
Frequency
Cumulative
Percent
Valid A.Occasionally 9 45.0 45.0 45.0
C.In the week-end 4 20.0 20.0 65.0
D.When I have to work 2 10.0 10.0 75.0
E.Traveling 5 25.0 25.0 100.0
Total 20 100.0 100.0
Navigation and Entering Data in SPSS: Data View:
Basic Descriptive Statistics:
STATISTICS:
- Frequency:
I have sent by e-mail 23 questionnaires, and
20 of them have answered. The 75% of the
respondents are females, and the 25% are
males.
As we can see in the
chart, people eat fast
food occasionally,
and also when they
are traveling. People
use to go to a fast
food restaurant also
in the week-end. Only
the 10% of the people use to eat fast food when they have to work.

Beatriz Fernández
Alonso
38
Restaurant Preferences
Cumulative
Percent
Valid McDonalds 14 70.0 70.0 70.0
Burger King 6 30.0 30.0 100.0
Total 20 100.0 100.0
Restaurant Preference - Why?
Cumulative
Percent
Valid A.Quality 5 25.0 25.0 25.0
C.Flavour 5 25.0 25.0 50.0
D.Price 3 15.0 15.0 65.0
E.Other 2 10.0 10.0 75.0
Flavour and
Price
5 25.0 25.0 100.0
Total 20 100.0 100.0
Restaurant
Cumulative
Percent
Burger King 9 45.0 45.0 100.0
Total 20 100.0 100.0
Marketing Originality
Cumulative
Percent
Burger King 8 40.0 40.0 100.0
Total 20 100.0 100.0
Marketing Aggressivity
Cumulative
Percent
Burger King 5 25.0 25.0 100.0
Total 20 100.0 100.0
70% of the respondents
prefer McDonald’s, and
only 30% prefer Burger
King.
The reasons of this preference are
the quality, the flavour and the
price.
Also, in reference with the
restaurant structure,
people also prefer
McDonald’s restaurants,
but in this case there is not
a big difference.
Regarding with Marketing,
people think that both are
original, but another time
McDonald’s marketing
wins the battle with 60% of
supporters.
Although people think that
McDonald’s marketing is
better, it is also ranked like
the most aggressive with
their competitors.

Beatriz Fernández
Alonso
39
Packaging Preferences - Why?
Cumulative
Percent
Valid A.Comfort 3 15.0 15.0 15.0
B.Colours 8 40.0 40.0 55.0
C.Quality 1 5.0 5.0 60.0
D.Marketing 5 25.0 25.0 85.0
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
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 -
Why?
20 5 1 6 3.60 .426 1.903 3.621
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 -
Why?
20 5 1 6 2.90 .332 1.483 2.200
Valid N (listwise) 20
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.
People that prefer
McDonald’s packaging prefer
it because of the colours and
marketing. Moreover, 15% of
the respondents think that
McDonald’s packaging is
more comfortable.
DESCRIPTIVE STATISTICS:
- 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.

Beatriz Fernández
Alonso
40
Student Health
McDonald's Product
Ratings
Burger King's
Product Ratings
1
McDonald's: 1
Burger King: 1
Burger: 3
Chips: 4
Nuggets: 2
Desserts: 3
Coffee: 1
Burger: 4
Chips: 4
Nuggets: 2
Desserts: 3
Coffee: 2
2
McDonald's: 1
Burger King: 1
Burger: 4
Chips: 2
Nuggets: 2
Desserts: 3
Coffee: 3
Burger: 2
Chips: 4
Nuggets: 3
Desserts: 2
Coffee: 1
3
McDonald's: 2
Burger King: 3
Burger: 4
Chips: 4
Nuggets: 4
Desserts: 3
Coffee: 2
Burger: 2
Chips: 3
Nuggets: 3
Desserts: 3
Coffee: 4
4
McDonald's: 3
Burger King: 3
Burger: 5
Chips: 4
Nuggets: 4
Desserts: 2
Coffee: 4
Burger: 3
Chips: 4
Nuggets: 4
Desserts: 3
Coffee: 2
5
McDonald's: 4
Burger King: 3
Burger: 3
Chips: 4
Nuggets: 4
Desserts: 4
Coffee: 2
Burger: 2
Chips: 3
Nuggets: 4
Desserts: 3
Coffee: 2
6
McDonald's: 3
Burger King: 3
Burger: 2
Chips: 4
Nuggets: 3
Desserts: 4
Coffee: 2
Burger: 3
Chips: 4
Nuggets: 4
Desserts: 4
Coffee: 2
7
McDonald's: 1
Burger King: 1
Burger: 2
Chips: 3
Nuggets: 2
Desserts: 3
Coffee: 1
Burger: 3
Chips: 3
Nuggets: 2
Desserts: 1
Coffee: 1
8
McDonald's: 1
Burger King: 1
Burger: 4
Chips: 4
Nuggets: 4
Desserts: 4
Coffee: 3
Burger: 5
Chips: 5
Nuggets: 4
Desserts: 3
Coffee: 3
9
McDonald's: 3
Burger King: 3
Burger: 4
Chips: 5
Nuggets: 3
Desserts: 4
Coffee: 2
Burger: 3
Chips: 3
Nuggets: 2
Desserts: 2
Coffee: 2
10
McDonald's: 1
Burger King: 1
Burger: 4
Chips: 4
Nuggets: 3
Desserts: 2
Coffee: 1
Burger: 3
Chips: 3
Nuggets: 3
Desserts: 2
Coffee: 1
11
McDonald's: 2
Burger King: 2
Burger: 4
Chips: 4
Nuggets: 3
Desserts: 4
Coffee: 3
Burger: 3
Chips: 5
Nuggets: 3
Desserts: 3
Coffee: 3
12
McDonald's: 2
Burger King: 2
Burger: 3
Chips: 4
Nuggets: 3
Desserts: 3
Coffee: 4
Burger: 4
Chips: 3
Nuggets: 3
Desserts: 3
Coffee: 4
13
McDonald's: 2
Burger King: 2
Burger: 4
Chips: 4
Nuggets: 3
Desserts: 3
Coffee: 2
Burger: 4
Chips: 4
Nuggets: 3
Desserts: 3
Coffee: 2
14
McDonald's: 2
Burger King: 2
Burger: 5
Chips: 3
Nuggets: 3
Desserts: 3
Coffee: 3
Burger: 4
Chips: 4
Nuggets: 4
Desserts: 3
Coffee: 3
15
McDonald's: 3
Burger King: 2
Burger: 3
Chips: 2
Nuggets: 2
Desserts: 3
Coffee: 4
Burger: 3
Chips: 3
Nuggets: 2
Desserts: 2
Coffee: 3
16
McDonald's: 2
Burger King: 2
Burger: 2
Chips: 4
Nuggets: 4
Desserts: 2
Coffee: 4
Burger: 2
Chips: 4
Nuggets: 3
Desserts: 2
Coffee: 3
17
McDonald's: 1
Burger King: 1
Burger: 4
Chips: 4
Nuggets: 2
Desserts: 2
Coffee: 2
Burger: 2
Chips: 4
Nuggets: 3
Desserts: 2
Coffee: 1
18
McDonald's: 1
Burger King: 1
Burger: 3
Chips: 2
Nuggets: 1
Desserts: 3
Coffee: 1
Burger: 3
Chips: 4
Nuggets: 2
Desserts: 3
Coffee: 1
19
McDonald's: 2
Burger King: 2
Burger: 4
Chips: 4
Nuggets: 2
Desserts: 2
Coffee: 2
Burger: 2
Chips: 3
Nuggets: 2
Desserts: 2
Coffee: 2
20
McDonald's:1
Burger King: 1
Burger: 3
Chips: 2
Nuggets: 2
Desserts: 3
Coffee: 2
Burger: 3
Chips: 2
Nuggets: 3
Desserts: 3
Coffee: 2
Organization of the data: I have done 3 scalar questions and here below is the data that I have
obtained:

Beatriz Fernández
Alonso
41
Healthy McDonalds
Cumulative
Percent
Valid No healthy 8 40.0 40.0 40.0
Low Healthy 7 35.0 35.0 75.0
More or less healthy 4 20.0 20.0 95.0
High healthy 1 5.0 5.0 100.0
Total 20 100.0 100.0
Healthy Burger King
Cumulative
Percent
Valid No Healthy 8 40.0 40.0 40.0
Low Healthy 7 35.0 35.0 75.0
More or less healthy 5 25.0 25.0 100.0
Total 20 100.0 100.0
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
As we can see in the chart,
most of the people think that
McDonald’s is not healthy.
Only one respondent thinks
that it is healthy.
The same happens with Burger
King, most of the people think
that it is not healthy. 25% of
the people think that it is more
or less healthy.
- 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.

Beatriz Fernández
Alonso
42
Age
Cumulative
Percent
Valid <20 2 10.0 10.0 10.0
20-30 16 80.0 80.0 90.0
>40 2 10.0 10.0 100.0
Total 20 100.0 100.0
I have sent 23 e-mails and I have received
20 responses. 80% of the people that
have answered are 20-30 years old, that
is one of my objectives, I wanted to
interview young people. But also, another
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
1
I want cheap, fast,
convenient, quick, good
food
Efficient and eating
Burger King's marketing is impressive, very
artistic and eye catching
McDonald's: simple
Burger King: laid back
2 I want to eat junk food Cheap and Unhealthy
McDonald's because it is more impressive
for the music and the pictures
McDonald's: It is better for the
marketing and packgaging
Burger King: it is better for the
quality of food and for the quantity
3
I don't have time or money
to go to the restaurant
unhealthy and delicious
McDonald's because their advertisement
campaign is bigger and wider, also their
target market is better
McDonald's: Cleaner
Burger King: More space
4
I know that's cheap, quickly
and I like the food.
Cheap and Good
Burger king is more original , creative and
shocking . McDonald's used to be for
children or not quite original
McDonald's: My first option if I near
of one
Burger King: If there aren't other
options.
5
The price is affordable and
it is easy to find one
Easy and tasty Because it is more familiar and sweet
McDonald's: family meal
Burger King: enjoy with friends
6
It's cheap and you can eat as
much as you want without
problem
fast and affordable
McDonald's, because it's funny, cheerful
and friendly
McDonald's: Traditional
Burger King: Universal
7
There is no other restaurant
around, or I don’t have
enough money for other
kind of food.
Unhealthy and fat
it just calls your attention easily and better
than Burguer King, and trying to make
people think their food is not as unhealthy
as it is thought. And children are the group
of people who enjoy more this kind of food,
so that’s used by Mcdonald´s
McDonald's: better discounts and
offers
Burger King: better food and better
quality-prices
8
I'm traveling and I don’t
have money enough to pay
any other kind of
restaurants or even being in
Madrid if I'm meeting any
friend for lunch and our
time is very short.
Delicious and Unhealthy
I've always thought that McDonalds´
marketing is strongly impressive and they
manage to create the “necessity” of going to
the restaurants especially among the
children. That way they've created several
advertising campaigns focus on this group,
which I think are significantly effective. As
de examples of below, these campaigns are
very visual, and usually they are related to a
song/sountrack very simple and easy to
remember.
McDonald's: Good flavor and prices
but I’ve the impression of eating
food with even less quality
Burger King: Marketing not so good,
but I prefer from far their products,
much better flavour for similar
prices. Usually better restaurants
(comfortable, better
environment...)
9
I need to eat something
cheap, tasty and different
Cheap and fast
I think Burger King has very original ideas,
and I don’t like fast food brands to use
children in their ads
McDonald's: closer and easier to
find everywhere.
Burger King: nice marketing, but still
missing something
10
I don’t have as much time as
I want to lunch or because
of a special situation when
it´s more important to share
a moment than the place
Instantaneus and friends
I prefer the Burger King’s one. In my
opinion it’s more original and it takes a
bigger commercial target.
I think McDonald’s ad is in this cases for a
potential younger target
McDonald's: Easier and more
attractive
Burger King: May be their products
have more quality but I find it less
palatable from an exclusive
commercial point of view

Beatriz Fernández
Alonso
43
11
It's cheaper than other
restaurants
Cheap and fast
Because the marketing of McDonalds refers
to more people and all kinds of ages
McDonald's: economic and cheap
Burger King: cheap and more
quantity
12
I want cheap food at the
moment. And sometimes
it’s the best way to eat
when I'm visiting another
city and I don’t know where
to do it
Accessible and Cheap
It attract more the attention of the
customers because of the songs and the
colours
McDonald's: in my opinion, the most
powerful fast food restaurant
Burger King: the competitor that has
won in quality
13
They are cheap, I think they
have a good relation
between quality and price.
Also I go there because they
are fast serving you the
food
Cheap and fast
I like both of them, but perhaps I prefer
McDonald's because the pedestrians way
and the hair of the girl are funny, and also I
prefer the clown because the king makes
me scared
McDonald's: I'm loving it
Burger King: It tastes better grilled
14
I would like eating this kind
of food that day or because
I am shopping.
Tasty and caloric
Because it surprised me more and I think
that it can be better for all the audiences.
However, I think that Mc Donald´s is a more
consolidated brand
McDonald's: The publicity and the
brand give it the market shared that
it has
Burger King: The best competitor
15 I like the food and it’s cheap Cheap adn unhealthy More original
McDonald's: the original one
Burger King: I think it is a copy of
McDonald's
16
You want cheap, fast and
tasty food
Cheap and Fast
I like both of them but regarding to the
pictures I prefer McDonald's and also I don't
remember a lot of ads of Burger King, I think
McDonald's invest more in publicity
McDonald's: nice food quickly made
Burger King: similar to McDonald's
17
I don't have time to cook at
home after comming back
from work
Quick and Cheap
I prefer McDonald's one because it is more
original and it is more common finding it in
the street, tv…etc
McDonald's: the best fast food
restaurant
Burger King: another fast food
restaurant that offer the same than
the rest of them
18
It is cheap and I can enjoy
with friends, I wusually go
when I don't have a lot of
time
Cheap and Fast
Maybe McDonald's but I think that also
Burger King has a good Marketing.
McDonald's give a more sense of familiarity
McDonald's: It is a really successful
fast food and the taste is really good
Burger King: I don't like the chips
and it is more expensive
19 It is cheap, tasty and fast Cheap and convenient
McDonald's promote more the tastyness pff
their products but regarding the pictures I
have to say that I prefer Burger King as it
describes better what they are as a brand
McDonald's: Convenience
Burger King: Quality
20 I am probably short of time
Convenient and
unhealthy
Burger King because I don't like brands that
use children in their ads
McDonald's: Traditional
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.

44
9. REPORTING
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:

45
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:

46

47
10. BIBLIOGRAPHY:
- 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

48
11. APPENDIX
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

49
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

Beatriz Fernández
Alonso
50
Differentiated?
Which
products do
you prefer?
Which type of
restaurant do
you think is
most
comfortable?
Which stuff do
you think is
more friendly
and polite?
Which
Marketing do
you think is
more original?
Which Marketing
do you think is
more aggressive
with their
competitors?
Which
Packaging do
you
prefer?Why?
You will go
to the
nearest
one?
1 YES
CHIPS AND
BURGERS
THE SAME
COLOURS
NO
2 YES
CHIPS AND
NUGGETS
THE SAME
COMFORT
YES
3 YES
BURGERS
AND CHIPS
THE SAME
COLOURS
YES
4 YES
BURGERS
AND CHIPS
THE SAME
COMFORT
YES
MARKETING
NO
Differentiated?
Which
products do
you prefer?
Which type of
restaurant do
you think is
most
comfortable?
Which stuff do
you think is
more friendly
and polite?
Which
Marketing do
you think is
more original?
Which Marketing
do you think is
more aggressive
with their
competitors?
Which
Packaging do
you
prefer?Why?
You will go
to the
nearest
one?
1 YES
CHIPS AND
BURGERS
THE SAME
COLOURS
NO
2 YES
CHIPS AND
NUGGETS
THE SAME
COMFORT
YES
3 YES
BURGERS
AND CHIPS
THE SAME
COLOURS
YES
4 YES
BURGERS
AND CHIPS
THE SAME
COMFORT
YES
MARKETING
NO
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

51
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

52
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: ………………….

Beatriz Fernández
Alonso
53
Student Age Gender Reason Two Words Frecuency
Restaurant
Preferences
Preference:
Why?
Health
Product
Preferences
Comfort
1 20-30 Female
You want cheap, fast and
tasty food
Cheap and Fast In the week-end McDonald's Price
McDonald's: 2 Burger
King: 2
Chips and Nuggets McDonald's
2 20-30 Female
I don't have time to cook
at home after comming
back from work
Quick and Cheap
Occasionally and when I have
to work
McDonald's
Flavour and
Price
King: 1
Burger and Chips McDonald's
3 >20 Female
It is cheap and I can enjoy
with friends, I wusually go
when I don't have a lot of
time
Cheap and Fast Occasionally McDonald's Flavour
King: 1
Nuggets and burger McDonald's
4 20-30 Female It is cheap, tasty and fast Cheap and convenient Occasionally, traveling McDonald's Price
King: 2
Chips and Nuggets Burger King
5 20-30 Male
I am probably short of
time
Convenient and
unhealthy
Occasionally McDonald's Price
McDonald's:1 Burger
King: 1
Burger and Nuggets Burger King
Pilot questionnaire: answers:
Student Marketing originality: reason Marketing aggressivity
Packaging
preferences
Packaging preferences reason Description
1 I don't understand the question McDonald's Both Comfort and colour
McDonald's: I
need more words
Burger King: I
need more words
2
I think that you should write:
regarding with the following pictures
Burger King McDonald's Colour
McDonald's: Fast
Burger King:
Cheap
3
Maybe McDonald's but I think that
also Burger King has a good
Marketing. McDonald's give a more
sense of familiarity
Burger King Both Colour
McDonald's: It is
a really successful
fast food and the
taste is really
good
Burger King: I
don't like the
chips and it is
more expensive
4
McDonald's promote more the
tastyness pff their products but
regarding the pictures I have to say
that I prefer Burger King as it
describes better what they are as a
brand
McDonald's McDonald's Colour
McDonald's:
Convenience
Burger King:
Quality
5
I think that McDonald's marketing
attracts more the attention of the
people
Burger King McDonald's Colour
McDonald's:
Traditional
Burger King: Grills

Market Research - Fast Food Restaurants

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Market Research - Fast Food Restaurants

Similar to Market Research - Fast Food Restaurants (20)

More from Beatriz Fernandez

More from Beatriz Fernandez (7)

Recently uploaded

Recently uploaded (20)

Market Research - Fast Food Restaurants