A competitive advantage is one of the most important issues helps any company to monitor their other

competitors from products, services, cost of value and prices, also helps them to understand what the other competitors offering to the other & the exists market, either by lowering the products & services prices or by providing to the customer more great benefits out of the products and services in order to justify the product & service higher prices. (S t r a t e g y - C o m p e t i t i v e a d v a n t a g e )

McDonald's is one of the most respectable & measured fast food company worldwide, McDonald's product value is also is a greatest strength, so most of the customers know what to they want and know what their expecting when you visit any of McDonald's stores, because they believe their products & services, also the product value is more reasonable price and good taste & it is great emphasis on human resources to meet the needs of customers and employees, also McDonald's has a large consumers base they are more loyal for McDonald's product & service, because they tried their products & services many times, so McDonald's has managed to achieved the customer stratification by providing the great verity products & services to a large customer based. In addition, the innovative aspect is recovering with a new line of products with the latest trends and tastes of the people. (Competitive advantage - McDonald's Business Analysis) Once data has been completed & collected and the survey questionnaires has been responded & returned the most important next step for any market researchers is to analysis these data which has collected through many research tools, Data analysis method is one of the most important tool which responsible on organized the data collection in order to help any researcher to understand and do some data analyzing for the data results which has been collected through the survey. There are many different ways which researcher can used in order to do data analysis, and it is easy to manipulate data during the analysis phase to push certain conclusions or agendas. Data Analysis method using different type of forms in order to provide clear and understanding data such as Charts, graphs, and textual write-ups, and each forms helps to identify and demonstrate the data and gives a good analysis result, also it helps any readers to understand the most interesting information without need to sort. (What is Data Analysis? By Google) There is five step procedures professional researchers follow when they are planning to do data analysis, the main purpose of using this five steps, in order to help researchers to ensure that all the interviews actually were conducted as specified and that questionnaires have been filled our properly and completely:Step One: Validation is the process of ascertaining that interviews were conducted as specified, so the researcher should determine the extent possible that each questionnaire to be processed represents a valid interview. Step Two: Coding, is the process of grouping and assigning numeric codes to the various responses to a particular question. Step Three: Data Entry is a process of converting the information to a form that can be read using the latest technology such as a computer.

Step Four: Logical Cleaning of Data, this process used after the data entered & stored to the computer and they are ready to be used for data processing in order to do a final error checking before proceeding the tabulation and statistical analysis of the survey results. Step Five: Tabulation and Statistical Analysis, in this step using one way frequency table, which is shows the number of respondents who gave each possible answer to each question. (Carl McDaniel, P: 478 - 493) We should look at McDonalds survey below which helps researcher to gather more data about the new sandwich they are planning to introduce it & presented to the market, these example questions included the survey will helps to understand the market needs and feedback, also helps researcher to evaluate the new product and if test the consumer expectation before they announce it to the market. The following questions will be included in McDonalds survey:

1. Customer sex?

Male

Female

2. Do you Visit McDonalds regularly? Never Sometimes 3. Do you Like McDonalds Meals? Agree Strongly Agree Disagree

Regularly Strongly Disagree

4. How McDonalds has great Environment & Service in the past 10 years? Agree Strongly Agree Disagree Strongly Disagree 5. How do you see the new sandwich? Interesting Strongly Interesting 6. Do you like new sandwich Test?

Not Interesting Yes No

Strongly Not Interesting

7. Do you recommend the New Sandwich to other people? Agree Strongly Agree Disagree Strongly Disagree 8. I will purchase the New McDonalds sandwich regularly: Agree Strongly Agree Disagree Strongly Disagree

According to the Cross Tabulations analysis method, Number of Mail & Female who are participated in the above questionnaire is 100% from different market segment which are divided as 65% Male & 35% from female, we used cross tabulation measure in order to calculate the data result which is what we got it through the above McDonalds questionnaire survey, which is most of the questionnaire was focused on the customer answer scale such as Agree, Strongly Agree, Disagree, & Strongly Disagree and we found the majority of male responded with 75%

Strongly agree & in another way 35% just agree from the female side, also we found 15% Agree from the male side & 10% disagree. Also we found 65% agree from female side & 35% disagree.

Reference S t r a t e g y - C o m p e t i t i v e a d v a n t a g e b y G o o g l e . Available from: http://tutor2u.net/business/strategy/competitive_advantage.htm (Accesses: 15th November 2010). Competitive advantage - McDonald's Business Analysis. Available from: http://tutor2u.net/business/strategy/competitive_advantage.htm (Accesses: 15th November 2010). What is Data Analysis? By Google. Available from: http://www.wisegeek.com/what-is-dataanalysis.htm (Accesses: 16th November 2010). What is Data Analysis? By Google. Available from: http://www.wisegeek.com/what-is-dataanalysis.htm (Accesses: 16th November 2010). Marketing Research with SPSS Edition. Available from: Text Book from Page (478 - 493) (Accesses: Accesses: 16th November 2010).