Presentation Outline• Background and Problem Definition• Research Design and Data Sources• Data Collection Forms• Sampling Plan
Background & Problem DefinitionThe Problem sales only 30% of A problem in marketing?
Background & Problem Definition (cont.) The Decision Problem What improvements can be made to Burger King’s marketing to reflect attributes valued by target consumers? Research Problems Target Menu Current EnvironmentConsumers Items Marketing
Research Design & Data SourcesExploratory & Descriptive Exploratory Descriptive What do they really value Do consumers believe Burger King In fast food? has these values? Literary Search Focus Group Cross-sectional Study(demographic statistics) (in depth info from (understanding of population The source) as a whole)
Research Design & Data Sources (cont.)Type of Data Collected & SourcesPrimary demographics, behaviors, attitudes Internal Data External DataSecondary consumer desires from the companyPersonal Interview Electronic Questionnaire Focus Groups Cross-Sectional Study
Data Collection Forms Open Ended & Close Ended What qualities do you look for in a burger? (Select up• What can be done to make your to three) experience more enjoyable? O Price O Taste O Customization/Variety O Hunger fulfillment (satiety) O Freshness O Other _________ What best describes how often you visit Burger King?• What would you like Burger King A. Never to improve on its menu/food? B. Daily C. Weekly D. Monthly E. Rarely How would you rank Burger King’s services out of 5? O 1 (Terrible) O 2 (Below Average)• How has Burger King and its marketing O 3 (Average) positioned itself in your eyes. O 4 (Good) O 5 (Perfect) O Never been to Burger King to answer
Data Collection Forms (cont.)Itemized Rating Scale How satisfied were you with the service you received? Very Dissatisfied Neutral Satisfied Very Dissatisfied Satisfied
Sampling Plan Target Population People who consider themselves common fast food consumers. Sampling Frame Names, Age, GenderDesired Sample Size = approx. 1,500 participants
Sampling Plan (cont.)Sampling Procedure Convenience Sample Area SampleNonresponse Errors As incentive to participate fully, survey participants will receive a voucher for a free or discounted meal!
Group 19s WordPress topic will revolve around reviewing restrooms onthe UCR campus. It will be called "RateMyUCRestroom" Because… It was based off an interesting conversation had between friends. It was different, fun, and susceptible to our fellow UCR classmates.
Our mission is to provide UCR students, faculty, and staff a helpful yet humorous guide to their restroom experiences on campus.
Graphics commonly usedon blog added to medialibrary
The most pivotal content of our blog.Begin with a background, to either tell acompelling story or funny anecdote. Four Criteria: 1. Layout 2. Privacy 3. Cleanliness 4. Amenities5 – Point rating scale for each criteria,and an overall rating at the end.
Miscellaneous articles on restroom tips and tricks, as well asrandom toilet humor rounded out the content of the blog.Examples:• Proper toiler paper loading• Toilet seat management• Graffiti on the walls
• Began spreading the word through updating our Facebook statuses• Helped the blog gain initial exposure
• Posted on UCR’s Facebook page (our target audience)
• Our blog was shared on Tumblr by a person we had no connection with
• Targeting the UCR campus- Relating to our audience• Delivering content that sparked reaction• Regulating our content