Situation:

The McDonalds Corporation has to be continually aware of its consumer behavior, their eating habits, as well as the situation and the trends in the market in order to understand if there is a need of any changes in their marketing strategy. Any important modifications in the marketing activities of the company have to be backed up by legitimate research. The introduction of new products, decisions on whether to invest more in certain channels of distribution, change of features of the product, advertising or pricing strategies have to be backed up by evidence based on the results of continuous marketing research. In the case of a big corporation like McDonald’s, the marketing research reports should answer lots of consumer
A self-administrative questionnaire will be designed, thus the respondents will complete the survey in the absence of the researchers. The questionnaire will be pre-tested by a representative sample in order to insure clarity of instructions and questions, as well as completing time requirements. The questions included in the questionnaire will largely be rating scale questions. Some sample questions will be included in the next section.
The questionnaire will be uploaded on the website of the corporation where the customers can access it and complete it. In order to acknowledge the costumers about the questionnaire, informative pamphlets with instructions of how to access the questionnaire will be distributed on each table. Also posters and displays with similar messages will be located within the McDonalds restaurants. For assuring a good response rate, each person completing the survey will be given a code with which they can redeem free food prizes at the McDonalds restaurants. The questionnaire takes about 5-7 minutes to complete. Any section can be left out blank if the respondent decides to do so. Privacy respected.

The reason why this method was chosen for distributing the questionnaire was selected is because it is simple, it does not require the presence of the researcher, it can be taken at any time, big number of consumer can access it, and due to the incentives, the response rates are progressed to be adequate. Also, as these questionnaires are usually