ABDT 3074

MARKETING RESEARCH
NAME

STUDENT ID

CHAN HUI XIAN

14ABD11490

CHAN WING CHUN

14ABD11562

CHONG FOOK MENG

14ABD11593

TAN JIA QI

14ABD12369

TAN YEA HAO

14ABD11558

TITLE:
MCDONALD

BACKGROUND OF MCDONALD

McDonalds is one of
the leading fast food
restaurant chains in
the world.

Ray Kroc launch the

first McDonald in Des
Plaines.

In December 1980, won the

license by Tan Sri Vincent
Tan.

McDonald is active to
participate the
environmental issues.
McDonald also do
advertising at social
media.

MANAGEMENT DECISION PROBLEM

&
MARKETING RESEARCH PROBLEM

PRICE
Management Decision

Marketing Research

Problem

Problem

Should McDonald reduce the price of the

McDonald value?

To determine customer
satisfaction of the price of the
McDonald value.

PRODUCT
Management Decision
Problem

Marketing Research
Problem

To determine customers demand

for McDonald Ice-Cream Burger.

Should McDonald introduce McDonald IceCream Burger to the market?

To determine the choice of

flavours of chocolate that is highly
preferred

PROMOTION
Management Decision
Problem

Marketing Research
Problem

Should McDonald provide McDonald value

Supper promotion from 12am-3am?

To determine customers demand

for McDonald value Supper
promotion.

SUPPER !!

PLACE
Management Decision
Problem

Marketing Research
Problem

Should McDonald launch a McDonald branch

in University/College?

To determine the demand of

students who prefer McDonald for
meals.

RESEARCH QUESTION
&
HYPOTHESES
PRICE
Research Question

Is there a significant
demand to reduce the
price of the of the
McDonald value?

Hypotheses

Majority of the
customer demand
McDonald reduce the
price of product of
the McDonalds value.

PRODUCT
Research Question

Hypotheses

Majority of the customer

demand for McDonald IceCream Burger.

Is there a substantial

Majority of the customers

demand for McDonald

prefer Chocolate flavor

Ice-Cream Burger?

ice-cream

Minority of customers
demand for strawberry
flavor ice-cream.

PROMOTION
Research Question

Hypotheses

Will there a major demand

Value Supper promotion?

for McDonald

There is a significant
demand for the
McDonald Value
Supper.
Majority of the
customers purchase
on McDonald Value
period.
Majority of the
customers prefer
burger with egg and
beverage.

PLACE
Research Question

Is there the customers demand of McDonald

in university or college?

Hypotheses

Majority of the students prefer

McDonalds outlet in their
campus.

RESEARCH QUESTION 2: WILL YOU PURCHASE

MCDONALD ICE-CREAM BURGER IF IT
LAUNCHED?
HYPOTHESES: MAJORITY OF THE CUSTOMERS
DEMAND FOR MCDONALD ICE-CREAM BURGER.
Question 2

Valid

Frequency

Percent

Valid

Cumulative

Percent

Percent

Yes

33

66.0

66.0

66.0

No

17

34.0

34.0

100.0

Total

50

100.0

100.0

RESEARCH QUESTION 3: WHAT FLAVOUR WILL

YOU PREFER TO HAVE FOR MCDONALD ICECREAM BURGER?
HYPOTHESES: MAJORITY OF THE CONSUMERS
PREFER CHOCOLATE FLAVOUR ICE-CREAM.
Question 3

Valid

Frequency

Percent

Valid

Cumulative

Percent

Percent

Chocolate

19

38.0

38.0

38.0

Vanilla

12.0

12.0

50.0

Strawberry

2.0

2.0

52.0

Oreo

24

48.0

48.0

100.0

Total

50

100.0

100.0

RESEARCH QUESTION 4: WHAT TIME OF THE

DAY DO YOU PREFER TO EAT MCDONALD?
HYPOTHESES: MAJORITY OF THE CUSTOMERS
PURCHASE ON MCDONALD VALUE PERIOD.

9am to 12pm
12pm to 3pm
3pm to 6pm
Valid 6pm to 9pm
9pm to 12am
12am to 3am
Total
Missing
99
Total

Question 4
Frequency Percent
2
17
2
11
8
8
48
2
50

4.0
34.0
4.0
22.0
16.0
16.0
96.0
4.0
100.0

Valid Cumulative
Percent
Percent
4.2
4.2
35.4
39.6
4.2
43.8
22.9
66.7
16.7
83.3
16.7
100.0
100.0

RESEARCH QUESTION 5: WILL YOU PREFER TO

HAVE MCDONALD VALUE SUPPER IF IT LAUNCH?
HYPOTHESES: THERE IS A SIGNIFICANT
DEMAND FOR THE MCDONALD VALUE SUPPER.

Question 5

Valid

Yes
No
Total

Frequency

Percent

40
10
50

80.0
20.0
100.0

Valid
Percent
80.0
20.0
100.0

Cumulativ
e Percent
80.0
100.0

RESEARCH QUESTION 6: WHAT TYPE OF FOOD

DO YOU PREFER FOR MCDONALD VALUE SUPPER?
HYPOTHESES: MAJORITY OF THE CUSTOMERS
PREFER BURGER WITH EGG AND BEVERAGE.
Question 6

Burger with egg

and beverage
Waffle and

Valid

beverage
Whole meal
burger and
beverage
Jumbo sausage
and beverage

Valid

Cumulative

Percent

Percent

Frequency

Percent

21

42.0

42.0

42.0

11

22.0

22.0

64.0

10

20.0

20.0

84.0

16.0

16.0

100.0

RESEARCH QUESTION 8: IF MCDONALD REDUCE

THE PRICE OF MCDONALD VALUE, WILL YOU
VISIT MCDONALD?
HYPOTHESES: MAJORITY OF THE CUSTOMER
DEMAND MCDONALD REDUCE THE PRICE OF
PRODUCT OF THE MCDONALDS VALUE.
Question 8

Valid

Frequency

Percent

Valid

Cumulativ

Percent

e Percent

Yes

44

88.0

88.0

88.0

No

12.0

12.0

100.0

Total

50

100.0

100.0

SAMPLING DESIGN PROCESS

Step 1: Define Population

Around 35,000 students.

Step 2: Determine Sampling Frame

Step 3: Select Sampling Technique

Non Probability Sampling Convenience Sampling

Step 4: Determine Sample Size

Giving out 50 sets of survey question instead of
30 sets.
Step 5: Execute the Sampling Process
During break time and after or before class.
Each group mate in charge of 10 sets of
survey questionnaires.

FINAL RECOMMENDATION
Product

McDonald ice-cream burger in Oreo flavour.

Price

Consider to reduce the price of meals.

Promotion

Launch McDonald Value Supper Burger with egg

and beverage.

Place

Launch McDonald Branch in university and college.

THE END!
THANK YOU!!