BUS00913: Business Research Methods - Proposed Data Analysis - Research proposal Assessment Answers
Solution Code: 1AAAE
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Business Research Methods Research Proposal
Task
Background to the research
McDonalds is the fast food chain with around 36,000 restaurants globally (Robertson, 2015) and 900 stores across Australia (Mcdonalds – Marrikville, 2016) and growing but being such a big gorilla of the fast food industry it still suffers to remain stable and facing moderate levels of customer satisfaction where it should be gaining consistent growth. Purpose of this research is mainly based on customer satisfaction in terms of service quality and physical environment which I found while visiting in different McDonald’s Merryland stores. I found different aspects affecting McDonalds which were sales issues, lack of communication, customer attraction towards store management and food safety. According to ‘Mr Ryan the public has looks McDonald's food as unhealthy option’ (Robertson, 2015).
To get more understanding for this research project I visited another McDonalds in Granville, Merrylands on 24 July 2016 and found hygienic food and fully trained staff who were fulfilling and satisfying the customer’s needs which shown customers satisfied with their services and physical environment. Overall I was feeling satisfied with that store management but with delays in providing food services by drive thru which was slower than other stores in that area(Lutz, 2013)
This study is to highlight the issues which I personally faced visiting McDonalds in Merrylands. I have described all the issues which I have faced and I collected some customer reviews which I have mainly focused in my research. In conclusion, I think there is a problem with training of staff which is inadequate affecting services of the McDonalds. If we give them trainings and provide them relevant workshops to learn and understand the attitudes of customers and services then the staff will be able to manage and deal with customers of different cultures which will result in positive effect on sales of McDonald.
Research aim statement
The purpose of this study is to identify and explore customer satisfaction with service quality, and to bring customer loyalty by recommending effective strategies for delivering high standards of service and products.
Research objectives
Identify and explore the elements affecting customer satisfaction in McDonald’s Merrylands
Improve service quality, food safety and physical environment of McDonald’s to meet satisfaction of the customers
Develop recommendations for improving the service quality and physical environment
Data requirements
The data required for study will be collected through primary and secondary sources using quantitative data. For primary it is conducted through data from the customers by dividing them in two groups. One is carried out in peak time and other in off peak time which will help in covering different groups and demographics in McDonalds Merrylands. Data collected from customers will help in identifying reasons causing mismanagement leading to customer dissatisfaction. The secondary quantitative data will be collected by reviewing literature, journals, McDonald’s documents, and newspapers which allows analysing figures and numbers and shows reliable results.
Proposed research methods
Through the literature review I found out that questionnaire will be perfect quantitative research method to get the reliable and valid answers. Questionnaire will be used in this study with first section data relating to demographics of the customers. Second part of questionnaire will contain Likert scale technique (Akbay et al, 2014). The Sample size will be small and limited to McDonalds Merrylands enabling me to do research personally and achieving in reliable results.
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Solution:
Background to the research
McDonalds is the fast food chain with around 36,000 restaurants globally (Robertson, 2015) and 900 stores across Australia (McDonalds – Marrikville, 2016) and growing, but being such a big gorilla of the fast food industry, it still suffers to remain stable and facing moderate levels of customer satisfaction where it should be gaining consistent growth (Caspi et al., 2016). The purpose of this research is mainly based on customer satisfaction in terms of service quality which I found wanting while visiting different McDonald’s Merry land stores. I found different that service delivery affected McDonalds in terms of sales volumes, lack of communication, customer attraction towards store management and food safety. According to ‘Mr Ryan the public has considered McDonald's food as unhealthy option.
To get more understanding for this research project I visited another McDonalds in Granville, Merry lands on 24 July 2016 and found hygienic food and fully trained staff who were fulfilling and satisfying the customer’s needs which shown customers satisfied with their services and physical environment (Mui et al., 2015). Overall, I felt satisfied with that store management but with delays in providing food services by drive through which was slower than other stores in that area.
The focus of the research is basically the factors that affect customer’s satisfaction at McDonalds. Among the many factors that is prominent in this food store is improper training of the workers that is associated with poor customer service at the store.
Statement of the problem
Training of workers plays an important role in improving customer satisfaction at any food outlet. Therefore, it would be prudent for McDonald’s food store to train her workers so that the provision of goods and services at the store is greatly improved. Today, McDonalds is facing competition from other food stores like Wimpy fast foods and Debonair. The food store is likely to incur losses due to this stiff competition. Therefore, it would be prudent for McDonald’s food store to properly train her workers to improve on her service provision so that it beats her competitors. By training her workers, McDonald’s food store will improve on the quality of service delivery and ultimately increased profits that will result to growth and expansion of the company. This training process will make McDonald’s food store more sustainable in the current food industry that is both competitive and hostile.
The research aims statement
The purpose of this study is to identify and explore customer satisfaction with service quality, and to establish factors affecting customer preferences and then recommending effective strategies for delivering high standards of service and products.
Research objectives
- To identify and explore the elements affecting customer satisfaction in McDonald’s Merry lands
- To improve the quality of service delivery of McDonald’s to meet the satisfaction of the customers
- To develop recommendations for improving the service quality and
Data collection
The data required for the study will be collected using structured questionnaires. The questionnaires will be given to the customers to fill in so as to find out their views on the quality of services offered at McDonald’s. For example, respondents who in this case is customers will be asked to outline if the quality of service at the food store is satisfactory. Eleven items will be used to determine and measure quality of service impacts using a five-point Likert scale (where 1 = ‘strong positive effect’ to 5 = ‘strong negative effect’). Secondary data collection will be done through research of information on service delivery, of books, journal articles and online forums (Woodside & McClam, 1998).
Proposed data analysis
In this research, two methods of data analysis will be used. To start with, quantitative approach will be used to analyze data from the questionnaires that will have been transferred into excel sheets in numerical forms. Quantitative data will be analysed using interpretive theory, that is; line graphs will be drawn to show trends and then an explanation will be given to the trend (Hothorn & Everitt, 2006). Moreover, the results will be presented in pie charts, figures and tables. Descriptive statistics such as averages of data collected will be used for quantitative data. On the other hand, qualitative method will involve a description of data obtained from secondary sources as well as the online forums.
Recommendations
The McDonald food store should consider training the employees of the company on how to serve and relate to customers. This can be done through refresher courses and training. This will go a long way in improving on the quality of service offered at the premises in Merrylands.
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