Fast Food Survey (Chapter 1)

As you introduce the concept of Marketing Research in Chapter 1 you may find this survey about fast food useful. It can be used to encourage students to think about research and apply the concepts introduced in Chapter 1.

Fast Food Survey

Suggested Questions:

  1. After reviewing the fast food survey, which function do you think the survey would serve – exploratory, descriptive, diagnostic, or predictive? Why?
  2. Would this be applied or basic research? Why?
  3. Look at Figure 1.6. In which category would you place this research? Why?
  4. Identify one brand or company that would be interested in the results of this research. Explain how the company might be able to use the results.

About Dr. Donald Baack

Co-author of textbook.
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