Assignment 2 Guide Case McDonalds A research report communicates the result of

Assignment 2 guide case mcdonalds a research report

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Assignment 2 - GuideCase McDonald’sA research report communicates the result of a study to clients. This assignment requires you to write a brief research report based on the case“McDonald’s The World’s Number One Fast-Food Companyand its accompanying dataset (both available on Moodle). The notes below give you detailed instruction on the assignment. The textbook has a detailed discussion on how to write a research report (chapter 19). While it can be an excellent source of information for you to consult, you do not need to read that chapter to complete this assignment. 1. Definition of the research problem (15%) In this section, you are asked to first identify a management decision problem (MDP) that is relevant to the case and can be addressed with the attached dataset; and then develop a corresponding marketing research problem (MRP). The requirement is similar to the problem definition section in assignment 1. The main differences are that in this task you don’t need to provide a detailed description of the background of the problem; and you have more materialin the form of the questionnaire and datasetto work with. In approaching this task, I would suggest that you start by carefully reading through the business case and familiarize yourself with the attached questionnaireand SPSS dataset. What information has been collected from the target population? What does it tell you about their behaviour, attitudes and demographics? What are the different types of respondents and how do they differ from each other in different dimensions? More importantly, how can the company make use of the information to improve their decision-making. Going through this list of questions would help you come up with a relevant MDP. Make sure that you describe your MDP and MRP in detail. For the MDP, define the scope of the problem. For example, does the problem concern only particular segment of your population, geographic area or time frame? For the MRP, make sure you describe the necessary components of the problem and briefly explain how solving the MRP can help you answer the MDP. 2. Research approach (15%) In this section, you are to develop at least 5 research questions(RQ) and the related hypotheses. It is required that you generate both the null and alternative hypotheses, which are to be tested in the data analysis section. While the RQs and hypotheses might not cover all aspects of the MRP and its different components, they should address the most important aspects of the MRP. You are likely to find existing literature helpful in developing the RQs and hypotheses from your MRP. But you are not required to reference them for this assignment.
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