MKT B362 The Open University Fairwood Fast Food Marketing Research Plan Part A (60 marks) Your company is interested in improving the company’s performanc

MKT B362 The Open University Fairwood Fast Food Marketing Research Plan Part A (60 marks)

Your company is interested in improving the company’s performance in terms of customer satisfaction or/and loyalty. You are responsible for the entire marketing research plan.

Please describe your plan following the six steps in marketing research process. Be sure to describe the background of your selected company including its size, the products it makes, the services it provides, its visions and missions. You are required to develop a specific marketing plan for this company.

Hints#1: In step two, please suggest two variables that may affect the company’s performance as shown in the following conceptual model:

X – (H1) ->

Company’s performance

Y – (H2) ->

Be sure to write down the corresponding hypotheses, H1 and H2, based on your choice of X and Y.

Hints#2: In step three, please choose an appropriate research design from the three broad categories of research design. You can skip the details of the sampling plan in Part A as you will discuss it in Part B.

Hints#3: In step five, please state the statistical technique(s) (i.e., regression, t-test or ANOVA) that you will use to test your hypotheses. Be sure to describe the applicability of the selected statistical technique(s).