Erika Klara Ban - Vali

London Churchill College 20133882

HND Business Management Group B

Project Research

Tutor ;Taslim Ahammand

Table off contents

Chapter 1
Introduction

1.1 Research project in costumer service satisfaction within McDonald’s

Customer satisfaction is one of the most important aspects of any organization, especially in the fast food industry.
My thesis topic chosen for analysis of fast-food image, because the last time I heard more and more these negative trends. This is the reason I see is that is gaining more and more health-conscious diets and offensive articles I've read a lot of fast food quality and health of respect. In my research I tried to find answers to spread bad rumors among consumers of fast food restaurants that are really influential to customers, as appropriate spoiled this image of hospitality. In recognition of the needs of consumers and to the satisfaction of the marketing base. The feeling of satisfaction can only be achieved on the consumer where it is put it forward with all their needs, and we will do everything possible to avoid lack of something.
Collection data, self-administered questionnaire, the family, friends and acquaintances helped my mission.The first part of the thesis summarizes the theoretical selection. In this section, I explained the concept of the image, and what are those things which can convert. Then I analyzed a few restaurants market developments, the emergence of fast-food restaurants, and the effects of fast food on society. This has lasted an important part, as the fast-food restaurants nowadays an integral part of the daily lives of people are inherent in life. So it is no small influence on our way of life, which again raises the issue of healthy lifestyles. A company's image is an essential step in the development of definition of the target group, and to understand and assess the needs. You need to know customers' buying habits, which is also elaborated in the future.
Second part of my paper I explore the results of my research questionnaire. In a firm's various problems that may arise, which will be answered by conducting research, which is based on the results of steps taken to solve the problem. This marketing research thought trying to follow in the evaluation of research results.

Today it is not only people but companies also have image personality. It is a plus that you need for companies to market developments , as consumers usually choose an irrational basis during purchase .For these reasons, a successful enterprise necessary to establish himself in a sympathetic , likeable image. I believe that a company 's image to consumers , formed the society picture that feeling , based on impressions formed. Of course, should not be confused with a company with the image of the personality as the other two cases, it is a concept . An organization 's personality and image of all the marketing activities , based on which the company wants to impersonate position itself . The image is shown in the picture , it is people see a company that is striving to make the world such see him , it presents itself.

Research objectives

The primary research aims to analyze customer satisfaction in the fast food industry, McDonald's
The objectives of the research project
To identify and analyze existing theories and practices in customer satisfaction for the McDonald's fast food industry.
Review of the literature evaluation of customer satisfaction McDonald primary and Secondary research;
Primary and secondary data collection, and information about current approaches and practices in customer satisfaction for McDonald's

In my research I try to Become course the consumer, satisfaction with the Mc.Donlads fast food restaurant? An awareness spread bad rumors about the junk food Influence by how the decision-making for the consumer?

1.1 McDonald’s History
The fast food differ from the average restaurants that after taking orders served to guests in a few minutes . Food is usually made from frozen ingredients and a few minutes after cooking process will be presented to the guest. For the first time in the United States began to spread the fever of fast food hamburgers and hot dogs appearance . The first fast food restaurant opened in 1937 McDonald brothers Richard and Maurice McDonald of the world's largest chain of this type of McDonald's , whose name is now synonymous with" Fast food " concept . The McDonald brothers did not have a background in hospitality when we started , before that film was Hollywood theater , which did not go because I switched to a bright hope. Opened in 1937, named Pig Stand fast food the McDonald brothers were at the forefront of the business . The shop owners are increasingly interested in , the faster the take-away service. They left their meals , mixed drinks , and just three runs performed by the waiter service. In 1940, a new restaurant opened in San Bernardino . The brothers rising revenues catapulted into the world of the nouveau catapulted them.1948 caught on more and more imitators in the market , but the consumer has not increased layer . It is recognized that, given the economics of misalignment . The hospitality sector has become famous as a cheap food source , but marked by costly and labor-intensive operation . Changes and reforms required by a less complicated forms of entertainment . They noticed that 80% of their income comes from hamburger sales . Restaurants recognition of a radical transformation , and thus the hospitality revolution led to the beginning . They , like others , the service wanted to increase the speed of traffic is achieved. The sales prices reducing the self-service and wanted to speed this up . Half year picked up in the store . He later realized that desperately need new kitchen equipment, because the existing ones are not enough time for simple assembly line like their production . Car conversion to ordinary fast food restaurant he launched an extraordinary success in process. The drive-in was early spread in California car culture , fast service and it did not even have to get out of the car . Ray Kroc , the founder of the predicted spread of car culture , has seen the future: an accelerated world where people will not be able to dine in the same amount of time to devote as before. New restaurant offers a fusion was an immediate success . The brothers started handing out licenses for the fast-food system and franchise gave up ads , but nationwide restaurant network did not want to start. 1954 in Roy Kroc bought the rights to the franchise founder Richard and Maurice McDonald from . He worked out the principles of the famous McDonald's restaurants in operation today and is still hamburger , french fries , soft drinks

McDonald's is the world 's leading food service retailer over more than 30,000 restaurants in 119 countries . The company has recognized the increasing trend of quick service restaurant industry toward rapid and accurate customer service. The company follows to provide quality products and services to customers McDonald's is the largest fast food chains in the world for many years. The company has been engaged in various activities to satisfy customers .
In the 1950's the traffic has already reached $ 350,000 dollars. Ray Kroc was purchased in 1954 and he has created a franchise business. Bought in 1961 as brothers shared 2.7millio $ dollars and changed the name of McDonald's Corporation.
Today, the world's largest fast-food chain serving 64 million customers in 119 countries are currently on the seat, and 33 000 operates worldwide. The company recognized the growing trend of fast-food service supplies company follows costumers .A to high quality product and service to the consumer and fast and accurate customer service.
2.1

1.2 Surrounds the McWorld.

The cause of the spread of McWorld concept of McDonald's restaurants in the world associate globalization. Trade in goods and services as part of the cover, the term globalization. The restaurant chain critics say McDonald's did not want the traditional culture and has become a worldwide symbol of change. Eric Schlosser's book Fast Food Nation, the child is able to recognize 96% of the Ronald McDonald (the restaurant chain mascot). The fast food takeaways serviced primarily by the specialized to the more expedite the buying process , thereby achieving greater sales growth . In fact , most of the fast-food purchases do not have to get out from the car , but of course there is the opportunity for local consumption . In today's accelerated , impersonal world of the importance of families sharing meals as an evening dinner or Sunday lunch , during which family members could discuss with each other the important things. The children walking home from school with friends jump in a fast food restaurant . And when they eat at home , in many cases, without their parents , because they are working overtime , meeting , or even a few days of business training involved . The common meals are very important, because research shows that those who are coming home to eat together at the table , less fighting , happier family life . When it is time for dinner , after work to tune, daily digest the problems , and then we paid attention to home affairs.A child's life is greatly affected by today's accelerated lifestyles. Unfortunately less and less attention is paid to the child's education because of their parents' way of life disturbed balance. Teenagers these days for the relaxation of the malls in arcades, video games are, and see less and less children them as riding a bike with his friends. When we hear hamburger generation, then those people in the developing thinking people who regularly consume fast food, unfortunately parental approval. Especially in a developing body, I think it is enough if the parents 1-2 times a month or even a bonus in their child a Happy Meal menu. A McDonald's employee as a compilation of children's meals paid attention to nutrition (see salad, baby carrots). Parents are very important in these days that the child has a healthy lifestyle and provide a global approach under the circumstances and empower children around the world going .

The image of fast food restaurants
Today, companies are clear business interest in unique, well-defined, stand-alone and not the least possess a positive personality that clearly distinguishes them from the competition and entice consumers. Providing the same benefits of competition in the fast food brands market, you can find plenty of examples of this, an increasingly important role in popular brands like. McDonald's, which are emotionally bound to the consumer.
The company 's image as being closely linked to the business performance , making calculations, and estimates are used.The corporate image for around three factors you should consider :

Who are familiar with the company?
What do you think about that?
What kind of associations , emotions connected to it?
How does this affect their behavior ?

Increases , or , conversely , reduces satisfaction and competitive firm advocate .They can be drawn up along the shore of the corporate image factors. Based on the above people may think that the image is only displayed image to the consumer . The truth is that the overall impression is formed as employees , suppliers, journalists' opinions as well. Shape the wrong direction company's image as if time did not pay the suppliers , sub-contractors or, if supported by some sports- related or environmental awareness , event and received during the environmental fines. So it's important to stay consistent with a company in order to maintain its reputation .

Differentiation and Positioning .A distinction can be used as a synonym for the positioning branding words , as such terms are intended to make the company and its products and services can easily be made possible to identify the consumers. The primary task of positioning is to determine the product image and place it in the minds of consumers properly, which can then be to identify the product or service discrimination advantages roof . Simply put, the positioning you to take heed of the distinctive benefits of taking a particular product , but these benefits have a consumer you should be detected . However, the positioning helps the consumer in finding the most suitable product or service and to be able to differentiate between competing products . In this matter should proceed on the basis of criteria that should be a benefit , which is an advantage for most of the segment to be believable and, in contrast to competing with the most competitive .It is often a problem that it is difficult to formulate an advantage that other products that are not present, unless a completely new type of product is involved.

,,The most of the audience, such as customers and target market , develop and implement a marketing mix to satisfy customers and increasing their loyalty in business since McDonald . For example, due to changes in the UK led to the technological aspects of the business into new food production techniques , free Wi -Fi services , while driving , etc. All of these efforts was made to increase customer satisfaction ( McDonald , 2012). Another example shows to marketing, McDonald's created is important that the minds of the customers that the brand is known McDonald ( McDonald, 2012). In support of this argument, the McDonald's customer satisfaction Dhavale (2012) mentioned that McDonald focuses not only meets the presence of direct sales , but also protect the long -term brand reputation. He also mentioned that the company has developed a sophisticated network operations and distribution networks for consistent product taste and quality of the whole nation in the world. As a final note , Dhavale (2012 ) claimed that McDonald as according to the customers ' tastes , values, lifestyle, language and perception , which reflect the commitment of the business and increase customer satisfaction ,,

1.3 Definition of the target group assessment needs

Definition of the target group, it is important to assess the needs of a company to determine to whom and where he wants to sell. For this you need to get to know your potential customer base. The purpose of the group is formed by those customers who want to reach within the given segment, because the company reach and profitability may provide. The segmentation can we know the homogeneous consumer circles isolated by the marketing tools that are readily accessible to them. To be specific segment of the market as we can read real must meet different criteria.
Identifiability : The target component consumers should be recognizable regardless of what distinguishes them in their purchasing decisions.
Availability : It is not enough to accurately target defined, delimited, you also need to achieve it in different marketing tools to influence them. A good definition should include the target demographic, geographical, social data, psychological characteristics and attitudes, the negative or positive feelings with a product, service, or company for that influence customer behavior. To make possible the needs of the target group, as far as may be laid down, we need to determine very precisely the qualities and character. The definition of imprecise targeting of services may lead to a product that you do not need and can not help this effective marketing. After identifying the target should be to recognize that we need to collect information about these and may make the decisions based on such a feature. First we need to define the objective (what the needs assessment, we would like to whether, for example, the needs of the members of the target group). In a second step must be done secondary research. We need to get together all the important information that is related to this topic. For example, if a particular service similar to already be working somewhere is successful, how many of them deal with something like that and you can find things on the statistical data. After all, the result of primary research in questionnaires, personal interviews, etc.. to assess the needs of the target group. The more we get people in the group, the more accurate the result is reached. This would history may be written or oral form. The simplest way of writing needs assessment questionnaires, and often serves as basis for the oral interview as well. In the questionnaire, if Elaborative ask questions, a greater amount of information and new ideas we can get. The last step after all the research assessment. In doing so, we analyze the information collected and compared drafted in the first stage question...
A company's image is not to be confused with the image of the company.
The image of what the company conveys to customers, image and consumer awareness formed of files, which are often formed in the minds of consumers other than the company's broadcast to them, because the message is distorted during the passage of the communication channels. The image is actually a multitude of impressions, the feeling that develops in the minds of customers. Of the image can be affected by many factors, especially the ones reported by the company things, messages that make an interest in the individual. A brand identity is a tool put together to helps desired brand image development for consumers. The brands, as well as from the people, appearance, unique, eye-catching markings may develop its own personality, it's easy to tell them apart is by their competitors. ✓ The logo McDonald's (Gold letter M ,The Clown) ✓ Packaging the most important requirement is that it can easily be noted are, so that the consumer can easily keep in mind at all times and the consumer can be connected to the brand clearly, consistently able to apply communication tools used by the company expanded, converted to when the brand changes and expression they should be protected with it, so that competitors could not use.Must be very careful when election of trademarks is that the consumer can not be accidentally may develop a false picture of the company and that the message is clearly guide you to it. The brand's image formation alone, these tools can help to consumers, as developed in addition to these reviews have been outside all of the company's control, whether external effects, such as trade, or the context of the consumer's opinion will affect the people around him.
Today, however, the packaging is an important marketing function, and plays an important role in the brand identity elements, because you can feel free to play with colors, shapes, and so we can personalize with our product, which did not escape the attention of consumers to their purchases. After all, a large part of the buying decisions will be decided during the buying process. The packaging information is an important function of carrying it. You can find information on what we are making a purchase, such as a manufacturer, dealer name, expiration date, price. Then a lucky product packaging, if it differentiate from the others and attract the customer's attention.The fast food is becoming more emphasis on the careful packing choices, and an increasing number of recycled paper produced them. The image of the company's point of view is important, as it implies awareness to the general public.

Customer satisfaction.
McDonald's is committed to a number of changes will be introduced to healthier food production. Great emphasis on children soft drink instead of sugary drinks, milk trying to be healthy in Happy Mail menu. The clients salad with lots of vegetables and fruits a substitute for a baked potato. 20 begin with global market changes. The nutrition policy leader, said "a lot remains to be done" to McDonald’s healthy food for of selling. Center for Science in the Public Interest (CSPI), issued a notice to remove it from the sugary drinks, more full-grain leather upper rolls, and reducing the sodium. The more fast-food chain also is healthier aspiring to follow this program. http://www.foodpolitics.com/2013/09/mcdonalds-going-healthy-really/ Customer satisfaction is of great significance to develop organizational policies and objectives and business strategies to increase customer satisfaction by producing quality products and customer. One of the most important aspects of a business, to focus on the company's profitability in customer satisfaction, and employee satisfaction.

Chapter 2
2.1 miert ezt valasztottam

Literature revie
Since the 60s the focal point of the buyers have marketing (Kotler 1967) marketing theory and practice only the last 40 years has started to become customer-centric. Short-term transactions rather than met the eye-centered, long-term relationship approach has been to the fore (Hakansson, 1980, Storbacka, 1997). Put in a customer-oriented approach concepts and metrics such as customer satisfaction (Oliver, 1980), market orientation (Narver and Slater, 1990) and customer value (Bolton and Drew, 1991)

Customer satisfaction
The measurement of customer satisfaction the number one role in gathering information as to what changes they wish to consumers ( products , related services ) , or to an organization actually how you respond to those demands. It is therefore of great importance to the development of marketing research and marketing measurement. A psychological research and principles of psychological measurement due satisfaction measurements are mainly carried out in the present day. The gathering is usually based on a segment of consumers taking stock of the sampling cost method . A statistically derived sampling findings then extrapolated to the entire customer base. The information collected is statistically representative, and the technique is very cost -effective . Possibility by examining a wider range of consumer surveys, marketing advantages , this method is not able to provide.(Howard , John and Steeth 1969).
Since the 60s the focal point of the buyers have marketing (Kotler 1967) marketing theory and practice only the last 40 years has started to become customer-centric. Short-term transactions rather than met the eye-centered, long-term relationship approach has been to the fore (Hakansson, 1980, Storbacka, 1997). Put in a customer-oriented approach concepts and metrics such as customer satisfaction (Oliver, 1980), market orientation (Narver and Slater, 1990) and customer value (Bolton and Drew, 1991)
The company's success may depend on its ability to transfer the value to customers. The value creation process is created to find the relationship between value and corporate profitability, performance and competitive advantage for the customer. It is important to create a customer-centric corporate culture, and capabilities of the enterprise (core competence) to confirmation that create added value for the customer (Slater and Narver, 1994) Gale values are provided for customers to manage four main steps establishes(Gale, 1994), these are the right quality, customer satisfaction, and quality as perceived by the market value compared to its competitors, and customer value management. It shows how the quality is higher than competitors in relation to the competitiveness repair.

Customer satisfaction is of great significance to develop organizational policies and objectives and business strategies to increase customer satisfaction by producing quality products and customer. One of the most important aspects of a business, to focus on the company's profitability in customer satisfaction, and employee satisfaction.

Customer satisfaction: service's compliance with the buyer's prior expectations of feedback and measurement
• If the customer prior expectations exceed the level of service, you will be satisfied
• A happy customer is the best advertising
• Measuring customer satisfaction emphasis should invest in several ways. Service companies, since the components can form an opinion after using the service.

Brand
Interpretation (Martineau 1959), a brand of product functional and psychological properties of the image formed in the mind of consumers. Pitcher (1985) writes that the established brand image in the minds of consumers about the product. Chernatony (1998) the brand as the consumer's mind as an area of research and development applications developed image is interpreted as an indicator of the consumer-oriented brand strengthening research is clear.
The branding (Chernatony 2002) defines two distinct directions: functional and emotional. That is, the brand name can be applied to any associations, that indicate the functional benefits of the product (high power), however, the due to technological progress, because of the similar design practice (Chernatony and McDonald 1998), and the price can be copied designs these associations may lose the distinctive power. In contrast, in the communication activities that can be applied to emotional associations with the brand names that are interpreted as more abstract level, and which therefore can not be copied. Goodyear (1997) Conclusions of the branding activities focus has shifted to provide the emotional values.
Interpretation ( Keller 1993) brand equity is the difference gives about the consumer reaction and not from the branded product marketing activities branded consumer reaction product derived from the difference of marketing activities . For the brands of high value in the brand consumers respond more favorably to the marketing mix than in the case of low value company brand . As a result, the relative decrease marketing costs , since the efficiency of marketing activities .Srivastava and Shocker (1991), the brand value is determined by two constituent, and this definition is already embodies the aspirations of the initiative in which the brand's consumer-level measurement and financial value seek to link ( Park and Srinivasan 1994 , Srinivasan et al. , 2005 Kartono Rao 2006) . Brand value provided by Srivastava and Shocker (1991) and the first definition is created based on consumer -level measurements , while the second constituent element finance financial value of the brand (brand value ) , a strong brand from vegetables financial benefit from determined .
The brand loyalty (Aaker 1996) is measured in terms of the brand is an important dimension because the customer loyalty will develop monetize. A loyal customer base is predictable sales and profit for the company is able to provide and reduce the marketing costs, as consumers keep a much lower cost than a new consumer persuasion.
Measurement of brand loyalty dimension of (Aaker 1996), the price premium and the satisfaction and loyalty was identified as the most suitable means.
No matter how attractive the price premium measurement tool, the use of commercial dramatically different prices cause problems in practice, frequent price cuts and business networks were introduced in brand value. In addition, the price premium as a separate metering for the brand value of a number of shortcomings have because it does not clearly measure the company's financial performance (maybe even with the high price premium at a loss, if the company reduced its sales volume), and does not show the brand's marketing expenses to reduce the impact. In spite of the shortcomings was the basis for a number of brand equity measurement models (Randall et al. 1998, Aaker 1991, Agarwal and Rao 1996, Sethuraman 2000).
Brand Equity
The sources of brand equity ( association , recognition ) are important as they actual product features that are unique to confer with the product , which can differentiate your brand from the competition is an outstanding way . The privileged assist consumers in their decision-making, especially when no other brand does not have the features that can be the basis for discrimination in circumstances where the product performance and quality are not relevant ( Carpenter et al. , 1994).Consumers ' ability to specific features of a product analyst an evaluation of the large amount of information reduces the intentional information search increases ( Alba and Hutchinson 1991). For companies, this is very important because the basis of a distinction which properties are emerging picture of the advertising and the packaging is greatly influenced by ( Lans et al. 2008) , and the advertising and packaging distract attention from diversity is an essential element of , and irrelevant properties diverts attention ( Alba and Hutchinson , 1991).
David Aaker (1991)consumer brand equity model brand value as a multidimensional construct defined to. A model to allocate resources to the next dimension ; brand loyalty, brand awareness, perceived quality, brand associations, and brands are the property linked benefits.
The model defines the basic characteristics of brand equity:
It consists of a set of brands or components;
- The brand name and symbol attached
- The value provided by a product or service may add to, or it may result in
- The company provides both consumer and value
The most commonly used definition of service quality and the perceived performance difference of the expected mean (Gronroos, 1984, Parasuraman
Zeithaml, Berry, 1985). When the service quality is below the expectations, dissatisfied consumers. If expectations are met, the customer will be satisfied. Finally, beyond the expectations of perceived service quality will be pleasantly surprised.

Brand loyalty

The brand loyalty attitudinal definitions Reviewing Jacoby and Kyner (1973 ) Further Samuelsen and Sandvik , the following highlights : "The brand loyalty is clear ( non- random) behavioral response ( purchase) , which is a long- time practice of determining a certain position , one or more alternative brand aimed brand among a set of similar , and which consists of a psychological (i.e., determining or evaluating ) process function '' Johnson , Nader and proposes a definition of satisfaction than is typical attitude towards the subject of consumer loyalty . Kyner and Jacoby (1973) and Jacoby and Chestnut (1978) emphasizes the role of customer engagement in the development and distinctness of repeated purchases of other forms of brand loyalty . This kind of affection manifested brands , stores, both in respect of sale.Samuelsen and Sandvik (1997) commitment to organization theory literature, describes affective and calculative attachment characteristics . On this basis, we can say that the affective attachment to the product or brand loyalty can manifest . In contrast, calculative attachment , which is simply the cost / benefit principle considering the result of necessity rather than loyalty and thus more conducive to the search for new alternatives such as brand loyalty . ( Kumar - Hibbard - Stern, 1994) Ahtola and Batra (1990) , however, the attitude of the two components : the hedonic and utilitarian components for each purchase situation plays a role in a variety of product properties and is rooted in the consumer's goals depending on the weight given to the purchase decision. All those trains of thought that the attitude responsible for what its behavior theory to explain not know, namely, that the purchaser prior behavior sometimes changes. This means that through the list of ingredients, for example, may have an impact on the attitudes of eliciting new purchase or create brand loyalty.
Post-purchase behavior:
After the purchase the consumer compares the actual characteristics of the product of its expected properties. If during use resulting experience is similar to what you expected, then the customer will be satisfied, otherwise dissatisfied.

Satisfied customer:
Long-term positive view of the customer is essential, because a satisfied customer is the best advertising.
The satisfied customer buy back the product or brand, so brand loyalty can become.
The advertisement in the development and product awareness discretion of the advertisement plays an important role. The key objective is that consumers try out the products and the company penetrate the market. In the media, the audience cel access, the frequency of the most effective advertising, more people see the consumer will understand the advertisement, acceptance and trying readiness.
If companies spend a lot on advertising if consumers follow this rency is often exposed to marketing messages, then this company may suggest that the higher quality products compared to their competitors. Frequent advertising may suggest to consumers that the same company has adequate capital and financial stability to the right and ex- set . In addition to advertising in the impression that the brand is always the center of attention and can not afford to get lost in its manufacture . The role of advertising competitive position can be evaluated in many ways. The advertising can help you to cheat your competitor 's consumers and its due to the ability to prevent the re- purchase advertising , thereby breaking the brand loyalty. The advertising thanks to its ability to brand loyalty o override that reduces the cost of one brand to another brand change( Shum 2004 ) .
Availability
Widespread availability of the product significantly affect the brand positive associations related to the development, as it allows the consumer to buy the brand out there and where you where and when you want The availability reduces search costs, so consumers when buying more easily able to share their time, it is useful to them in that they can spend as a brand search. The increase in the availability the likelihood that the consumer often meet with the brand, thus increasing its awareness (Smith, 1992).
Awareness
The brand awareness is one of the most commonly measured dimensions of brand value. The brand of awareness of basic measuring tools of detection (recognition), the evocation the first-named brand, brand dominance. Only recalled brand, brand knowledge and brand recognition to reduce high opinion of the perceived risk associated with the brand choice, consumers feel much more secure if known brands choose (Moisescu 2009).
The data collection techniques and data analysis methods varied,
Thanks to a very wide range of research methods available.
The most basic classification of research methods
Research data can be

Secondary research such research, with the data pooled for other non-solution to a specific research problem.
Primary research collected data to solve a specific research problem.
The primary research data according to the type of research can be divided into two large groups:
Quantitative
Quantify and generally apply statistical methods in the analysis of research data.
Qualitative
Better understanding of the research problem of method which is based on a small sample and the results can not be generalized to the entire population base.

The research is based on primary research in timing of several types are distinguished:
Cross-sectional research
Based on the collection of information on the population of elements in a one-time sample.
We differentiate between the single and multiple sectional research. longitudinal research
Fixed, on the same sample at regular intervals is repeated research.
The defined on the basis of the research problem (Malhotra 2001): exploratory research
Precise definition of the research topic, the exploration target. descriptive research
The inference is a type of research, the main objective of an economic or social characteristics or functions are described in
Reason and effect
The relationship between cause and effect (causality) commission used for the acquisition of proportionality.
Most of the literature considers it essential that the typology and derives from the qualitative, quantitative sharing. However, in practical research, which together may also appear frequently in such studies, in which all three character prevails, and almost all well-conducted study found descriptive and causal elements. For example, in a primary quantitative research is likely to appear in all three elements, the latter two for sure. It is therefore not so much the types of research such as research status talk.

Chapter 3
Research Methodology
Secunder data
Customer satisfaction McDonald
10 years in the American Customer Satisfaction Index (ACSI). Calculation of the index for all steps of collecting data at the consumer history was obtained, experience and satisfaction regarding computerized data processing, accidental phenomenon of detecting and evaluating the results. The database is updated kell. ACSI more, as public opinion polls, are significant because we build the consumer experience as well.
McDonald's is the world 's leading food service retailer over more than 30,000 restaurants in 119 countries . The company has recognized the increasing trend of quick service restaurant industry toward rapid and accurate customer service. The company follows to provide quality products and services to customers McDonald's is the largest fast food chains in the world for many years. The company has been engaged in various activities to satisfy customers .
However, according to the data collected from the American Consumer Satisfaction Index ( ACSI ) shows that McDonald ranks last in customer satisfaction, despite the fact that the first fast food companies have aa revenue . (The Huffington Post.Com , Inc. , 2012. ) Of the ACSI data shows that customer satisfaction is the company's largest 1995th ACSI is a national economic indicator of customer value the quality of our products and services. The ACSI uses data from interviews with approximately 70,000 customers annually measuring customer satisfaction . Since 1995 , McDonald's has consistently last place, according to ACSI .
METHODS : Secondary research is there fore such research, with data of other not collected in order to solve a specific research problem( Malhotra 2001) . It should be emphasized that despite the fact that other n research using data generated , our research is nothing reproduction of research, but also suggest new research results means . It's not that there is no data in the secondary research collection is generally a percentage of the total research time more time compiler we collect data as the primary research: but the empirical Our observations were not quantified , are not measured . The market research called the secondary education research ( desk research had ) a lack of fieldwork .The advantages of secondary research compared to the primary research :- Time , labor and money .Indeed many direct and indirect costs of primary research, secondary research: one does not appear , but the work can be more time-consuming than expected. Paradoxically, on the basis of secondary data sources, overflowing abundance of research which may increase the research time required . For example, the possible most often formulated despite thousands of web search must emphasize one page about. Despite this - if we have the proper data to the secondary research is much faster and cheaper to primer. Access to data that are not primary data collection could be collected .The most important reason for the secondary research is determining if the research topic in terms of data such as to the primary data collection is impossible for our research in space , time and resource limitations due .Disadvantages of secondary research : old data Even in research: where fundamental research is intended the preparedness of the research should not be used to prove a couple of years older data , our research has become more theme , or a small primary research to acquire the data.Imprecise , unscientific sources data authenticity , accuracy, no guarantee , so trying to renowned institutions , research firms to obtain the data. The data structure of the data does not meet our needs. The most common and annoying problem of secondary research , if the research relevant for our purposes we can find fresh information, but in a structure that we can not restructure in accordance with our expectations.
METHODS : Primary research the nature of research data into two major groups of primary research :qualitative and quantitative studies. Based on the methodology of this research, two distinct types , the vast majority of practical studies clearly classified in one or another type of qualitative research ( Malhotra 2001).
Qualitative research is exploratory in nature, for the understanding of the problem research methods . Significant difference compared to quantitative research,that research data collected and the sample does not represent small sample representative , so the results can not be generalized to the entire population base.Qualitative research is appropriate when applied when the research topic with issues which people are likely to directly most can not or do not want to answer.These include for example people 's health, hygiene , different attitudes opinions, the financial conditions , the purchase of luxury goods , etc.brand loyalty causes . Questions concerning . People values ,motivations , emotional motives are curious ,and they reveal no or only partially suitable for direct quantitative research questions .Qualitative research Analyzers in case of small, non representative sample , but small populations can be complete range as well ;methodological flexibility and diversity ; Analysis of the data is done using statistical methods , the results are often based on subjective interpretation ; deeper exploration for non- obvious causal correlations , the case is difficult to define research objectives can be the basis of a quantitative research; suitable for testing sensitive or difficult topics .Qualitative research approach to the question, concise, simple, straightforward. Group, speaking in a focus group interview 6-10 people for a qualified moderator.. Well can be used in consumer attitudes, perceptions, satisfaction. Holding enhanced, here again, a moderator of a motivation to explore the views. The length of the interview 20-120 minutes
Quantitative research is called for , in which the quantitative data analysis and the results of the statistical methods used in the base population generalization . You want to monitor the application of the basic multitude of pre -structured and structured questionnaires collecting data , which , unlike the qualitative research - not during the research process to change.In reality , the empirical evidence to quantify and analyze many different ways .Quantitative research can be classified in several ways : the ways of the questionnaires ,. Based on the research of the time .. Personal interview:A personal interview may be called the classical sense of the interview in which the interviewer personally liable to meet the interview . In telephone asking the interviewee 's home, for business research, work, or mobile phone to call the interviewer . The telephone polls are shorter than the personal, the survey length would normally not be longer than 15 minutes , and theme of the research is just less complicated or can be personal . online interview in the web interface , website and placed completed questionnaires meant . The online polls gained ground in recent years thanks to the use of the Internet and the spread of internet speed and low cost of research . More and more common in the specialized research firms , which internet panels are trying to build By mail in asking the interviewee self- filling questionnaire will receive via mail or e -mail, and after completing returned to the sender ( Malhotra 2001).
Probability sampling methods:

In simple random sampling of the population all individuals take the form of a probability sample. Requires that the population be important characteristics of the research to a certain extent homogeneous, and the base is a multitude of our records, which you can select the elements of the random sample.

Systematic sampling

Stratified sampling

Group sampling

Expert

Quota sampling

Determination of sample size
The next phase of the sampling process, the sample size in- determinations. The exact definition is not only eye-methodological point, the validity of the results is important, but significant impacts on the research cost and time requirement.
In practice, the sample size can meet very different: different experiments,
Suspect without knowing the details, the more the better coverage of the target population sample results in a better, more precise estimates. What determines the size of the pattern yet? The sample size is a kind of optimization, if you search for the minimum sample size that is more professionally acceptable resulting in accurate estimates. This approach

Research Questions

How often do you go to Mc.Donald's fast food restaurant?

What first comes to mind McDonald's hearing?

What do you think lies in the Mc.Donald's success?

How do you keep your healthy meals Mc.Donald’s?

Do you think if you should be compared, which is a fast restaurant or satisfied?

How are you affected the spread bad rumors Mc.Donald 's connection with a restaurant?

What changes have you noticed in restaurants Mc.Donald’s?

Have you heard about the Mc.Donald’s environment programme?

Chapter 4
Data Finding analysis and Discussion

The American Consumer Satisfaction Index (ASCI) that McDonald's, despite the fact t hat the first fast-food restaurant company in revenue, ranks last in customer satisfaction.

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http://www.dailymail.co.uk/news/article-2161763/AM-I-lovin-McDonalds-comes-LAST-fast-food-customer-satisfaction-survey-companys-best-rating-yet.html

(Marketing Charts Staff, 2012.)

As shown in this table of the (ACSI) aggregation, based on 2012 data,
Papa Jhon's lead to 83 points. After we tied at 82 points, is followed Subway and Little Cesar, the Wendys and Pizza Hut Sturbucks 78 points 76 points 75 points KFC Burger King 75 points at the McDonald's largest competitors, and the last place 73ponttal the McDonald's .The data collected from the American Consumer Satisfaction Index (ACSI) shows that McDonald ranks last customer satisfaction, despite the fact that the first fast-food companies aa revenue. (The Huffington Post.Com, Inc., 2012.) The. The ACSI uses data from interviews with approximately 70,000 customers annually measuring customer satisfaction. it is clear that McDonald Lowest score for customer satisfaction than other fast-food industry in the United States and other international countries.

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http://www.dailymail.co.uk/news/article-2161763/AM-I-lovin-McDonalds-comes-LAST-fast-food-customer-satisfaction-survey-companys-best-rating-yet.html
Poor record: This graph shows that for the past 17 years, McDonald's has been consistently place, below average in customer satisfaction
This graph good illustration that every year since 1995 increased customer satisfaction levels, and in 2005 it had dropped to 62 points and then increased every year, last year was the best, but it is still lagging behind by 7 points to to be satisfied with McDonald's.

McDonald's has been providing training, when he saw an immediate improvement in customer satisfaction. The data show that the McDonald's aims to develop employees with the knowledge and skills to improve their performance to the highest quality standards and customer satisfaction . This is all running on the actual day-to- day restaurant , and how each can help every student improve and increase customer satisfaction ( City and Guilds 2012 ).

McDonald's is committed to a number of changes will be introduced to healthier food production. Great emphasis on children soft drink instead of sugary drinks, milk trying to be healthy in Happy Mail menu. The clients salad with lots of vegetables and fruits a substitute for a baked potato. 20 begin with global market changes. The nutrition policy leader, said "a lot remains to be done" to McDonald’s healthy food for of selling. Center for Science in the Public Interest (CSPI), issued a notice to remove it from the sugary drinks, more full-grain leather upper rolls, and reducing the sodium. The more fast-food chain also is healthier aspiring to follow this program.

How often do you go to MC. Donald’s fast food restaurant?
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How often do you go to Mc.Donald’s fast food restaurant?

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Chapter 5
Conclusion
McDonald's is committed to a number of changes will be introduced to healthier food production. Great emphasis on children soft drink instead of sugary drinks, milk trying to be healthy in Happy Mail menu. The clients salad with lots of vegetables and fruits a substitute for a baked potato. 20 begin with global market changes. The nutrition policy leader, said "a lot remains to be done" to McDonald’s healthy food for of selling. Center for Science in the Public Interest (CSPI), issued a notice to remove it from the sugary drinks, more full-grain leather upper rolls, and reducing the sodium. The more fast-food chain also is healthier aspiring to follow this program.

,,Despite the placement, Mickey D's issued a statement emphasizing the significance of customer satisfaction: "At McDonald’s, customer satisfaction has, and continues to be, a top priority. We take all customer feedback seriously. Our internal and third-party research shows that we continue to make progress in satisfying our customers. Business results also reinforce this. In fact, the producers of the American Customer Satisfaction index said that McDonald’s customer satisfaction is at an all-time high. Still, we know we can do more by continuing to offer our customers great value, menu variety and a positive service experience every time they visit our restaurants.’’

McDonald's success also lies many more to customize, providing consistent quality to consumers all over the world and that all receive the same flavor, so do not disappointed in him. Some people associated the kids to target your success, as it's quite strong campaigns developed in order to lure the children to the Happy Meal menu, of course,games that came with the birthday events where the children cloudless fun playing in the restaurant, and not least for the parents is the practical solution.A questionnaire survey was conducted, so, unfortunately, the time is the lack of funds, I could not be more than ready. I believe I got a result that I had in mind at the beginning of the research. Not the change is a Mc. Donald, and occasionally a rather small image modification. Better focus the hitherto emphasized the advantages and restore the center of attention like this. So I think the company was successful in marketing communication.

The questionnaire assessed on the basis of my research result is similar to what we expected at the beginning. The bad divulgation is not influenced by the buyers purchasing decision. Secondary research more precise consider, in greater sampling used and accurate data came out.The mc. Donalds vain to the last of the satisfaction list, for it does not affect the consumer, the sale shows that the full deployment of the first to have., So I think that the company's successful marketing communications convey.

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http://www.huffingtonpost.com/2012/06/21/mcdonalds-low-customer-satisfaction_n_161
Html
http://www.vibe.com/article/mcdonalds-ranks-last-list-worst-customer-service-fast-food

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http://www.cityandguilds.com/About-Us/Broadsheet-News/April-2012/Case-Studies/Case-Study-McDonalds

(http://www.youtube.com/watch?v=mYyDXH1amic

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