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Essay / Research Paper Abstract
This is a 3 page paper that provides an overview of survey development and administration. Marketing for McDonalds India is used as an example. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: KW60_KFbiz089.doc
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development of a quantitative survey instrument which can be used to help determine the direction in which the company ought to lead its expansion. Chief among these considerations is the
fact that expansion is all but compulsory; as of 2007, the company has already invested some 3 billion rupees into an expansion effort, with plans to increase operations in the
region by 300% this year ("India", 2007). This is in spite of the reality that the vast majority of the Indian market is vegetarian and has no interest in the
typical offerings of McDonalds in other countries (namely hamburgers); when Indians do eat meat, which is comparatively rare, they tend to eat lamb, chicken, or fish, instead of beef (Mayers,
2000). Consequently, McDonalds in India has been offering its usual menu but with the beef replaced with a vegetable based alternative, a patty made of "potatoes, peas, and carrots, with
a little Indian spice thrown in" (Petrun, 2009). The concern now becomes how to carry out the needed expansion within the context of this limited menu. It has been proposed
that the addition of India-specific meat-based menu items might be carried out in order to add variety to the menu, reduce consumer boredom with the products being offered, and to
generally enhance the reputation of the company as a place to acquire a legitimate meal in India. As for exactly what kind of sandwich should be added to the
menu to spearhead this initiative, a survey is needed to answer such a question. The survey will be aimed at a broad cross-section of the Indian population. The survey questions
below were ultimately collated into a five question format using a Likert scale with five possible responses to each question. The survey was then administered to a randomized convenience
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