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In order to collect the primary data, many methods will be used. First, I’ve interviewed those managers and employees who work for the restaurant. This interview is conducted either face to face or on the phone. Through the interview, some ideas can be got about the latest marketing plan of McDonald’s such as its sponsoring program or community charity program. Secondly, the method of observation will be utilized so as to know more about the needs and wants of McDonald’s customers. Through the observations, I will have a better idea about people’s thoughts and actions, and their buying behaviors of McDonald’s so that the fast-food industry in China and the UK can figure out a more effective marketing strategy. The main group of customers of the McDonald’s can be identified which will help other fast-food industry to determine their target market better and serve them in a more satisfactory way. Thirdly, the method of survey will be employed. Questionnaire is a very important technique of survey and one of the Quantitative research methods. McDaniel & Gates (2008:286) suggested that every form of survey research can not be conducted without adopting a questionnaire. Questionnaire consists of two kinds of researches which are ‘hard’ research and ‘soft’ research. The ‘hard’ research is characterized with ‘close ended’ questions such as Yes/No, once a week, and 4 out of 5, whereas the ‘soft’ research is marked by open-ended questions such as why, when, where, how often and how. The research will adopt the two kinds of questionnaires because both questionnaires are complementary to each other and necessary for obtaining as comprehensive and accurate information as possible.

Finally, in order to conduct the interviews and questionnaires, we have to adopt the sampling techniques to determine the respondents which will help you have a better understanding of classifications of buyers in the fast-food, their tastes, dining time and occasion, expectations, and attitudes. (Malhotra, 2012) Convenience sampling tries to get a sample of convenient elements. That is to say, respondents are often selected because they happen to be in that place at that time. Systematic sampling has arranged respondents. Sampling is adopted for lack of enough time and costs.

In this research, Convenience sampling and Systematic sampling will be used. The sampling population will first be determined. We will choose Shanghai as the sampling city in the mainland China because it is the international metropolitan and it is now the Chinese headquarter of McDonald’s. In the UK, London will be chosen as the sampling city for similar reasons. The population-focus group will reach 500 which is the typical size of a sampling. The population is aged from 10-45. The following table clearly shows the sampling.

Total population Sampling population (%) Age

Shanghai 10-45

According to the above, the questionnaire will be made which contains both ‘close ended’ questions such as Yes/No, once a week, and 4 out of 5 and open-ended questions such as why, when, where, how often and how.

3.2 Contrast and compare research methods

Questionnaire is a very significant method of gathering data. It is more cost-本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。