Questionnaire: McDonald's - Assignment Example

Questionnaire: McDonald Why has McDonald’s has been termed the largest chain of fast food restaurants in the world? This is because there are more than 26500 restaurants in over 119 countries serving 39 Million customers daily. (Franchise info. 2008).). 2. Do McDonald’s, UK operate under franchisee or do they own their own stores? In the UK, nearly 35% of the stores are franchised and the rest are owned by the Company. Again, the Company only franchises to individuals and not to partnerships, absentee investors or families. (Franchise info. 2008). 3. What are the employment prospects in McDonald’s, UK and the personal career growth plans? This is an ‘equal opportunities’ company whose corporate vision extends to people possessing diverse backgrounds and skill sets. In addition, they have equal opportunities to prove their mettle and develop their careers and come up to the highest level of the Company. (Employment policies. 2008). 4. It has been said that McDonald’s food contributes to obesity. Please comment? All products made and marketed by McDonald’s meet exacting health and hygienic standards. The constant focus on quality is an obsession at McDonald’s and it is a leader in adopting best health standards for the consumers. We continually collaborate with Government and health officials to effect improvements in health care standards. (Food Quality. 2008). 5. What are the rights and responsibilities of employers and employees at McDonald’s? The Company has made it a mandatory rule to provide all new employees with copies of Company’s Handbook. It sets forth the policies, responsibilities and prerogatives of employers to their employees and vice versa. (Questions answered 2007). 6. What is the kind of advertising budget employed by McDonald’s Corporation? Is it directed to woo children? McDonald’s have a $2 billion advertising spending budget. Their marketing efforts go far beyond advertising, including special food promotions, games, videos, cassettes, tapes, videos, CDs that we could not get anywhere else for the value. (McDonalds 1996-2008). 7. It is not necessary for a corporation with the market reputation of McDonald in dealing with labour, especially dealing with employability of children, etc. At McDonald’s the management is fully aware of its commitment to the work force. It employs only high school level children. In the age group of +17 years. A job in McDonald’s offers attractive options to some employees who wish to have flexible working hours and are engaged in other responsibilities and educational pursuits. This is appealing to students and legally workable children. (Royle 2008). Field force objectives: This could be seen in terms of the ability of the field force to canvass for business and the logistics aspects relating to servicing and delivery of its products. The main objectives of the Field force is to maximize sales and turnover within their allotted territories in the food and beverages marketed by the Company, including their oldest marketed brand, Coca Cola. In the context of the marketing survey that is to be considered, there are several aspects that need to be considered and they include: 1. The correct targeting of the respondent groups. 2. The methods by which the response rates could be optimized. 3. The methods by which the maximum accuracy could be obtained. 4. The professional code of conduct with which the marketing survey needs to be done. 1. The correct targeting of the respondent groups: In the case of McDonald’s, it is seen that the audience group would be the actual consumers, and therefore, the target respondents would be the parents and children who are the actual consumers of the food, beverages and other products that are available in McDonald’s shops found in the city. It is also necessary that the age groups, gender, income levels and value of the consumptions made by them be also gauged. It is also necessary, in the case of McDonald’s, to know which are the fast-moving and slow moving products in order that, from the point of view of the consumers, greater manufacturing and delivery of fast moving products could be made for achieving greater volumes of turnover. Therefore, in the case of this survey, the aspects regarding the age, gender, family background, level of education and spending capacity and choice of foods has to be made for each respondent, in order that the survey that is undertaken, is a true and genuine representation of the population and the results conforms to a large extent, to the total population. 2 The methods by which the response rates could be optimized?: The methods by which the response rate could be optimised would be: 1. Use of interesting and thought provoking questionnaires that could also be critical for the respondents. 2. Dealing with the areas in the operations of the Corporation, which are controversial, i.e., aspects like child labour, health effects due to excess consumptions of fried and sweet foods, advertising directed towards children, environmental concerns, cruelty towards animals, etc. 3. The questionnaire should direct towards the social aspects of the company and how far it has served social needs of the corps. It is also necessary that areas that need to be regulated and procedures that need to be changed should be highlighted in the response. 4. It is seen that if the sample population is enlarged, that itself could definitely help in optimising the results, since the large the sample population, the higher the accuracy in real terms. However, there is need to keep in view the budgetary aspects and the work force resources needed for a large-scale survey. 3. Methods by which the maximum accuracy could be obtained: In the quantitative data analysis as the above, it is needed that maximum emphasis needs to be paid to accuracy of the data and the final analysis and interpretation. For this purpose, the mode of collation and collection of data is important, the responses which are incomplete or technically incorrect should be removed, and all bias removed through use of use of statistical tests and procedures. In a qualitative analysis, the use of ANOVA is very much in vogue, which is statistically determined to be far more superior statistical tool than most conventional statistics in use. The ANOVA model is the analysis of variance test that considered several hypotheses. ANOVA is a general technique that can be used to test the hypothesis that the means among two or more groups are equal, under the assumption that the sampled populations are normally distributed.” (7.4.3. Are the means equal). The use in this case would be the two-way hypothesis than tests two factors, in this case, the consumption pattern and the health factors. Thus by using two variables, it is possible to consider the hypothesis regarding the effects of consumption of McDonald food upon the health of the consuming public. The professional Code of Conduct to be pursued: It is necessary that market surveys follow certain code of conducts. They entail the following: 1. The need for respecting the national and international laws of the relevant country. 2. The ethical considerations that need to be maintained. The survey need not cause damage to the reputation of the market research or any individual concerned with it. 3. There is need to keep in mind the ethical considerations dealing with children or other vulnerable sections of society, while conducting the research study. It is necessary that their interests are protected and maximum protection of the interests of children, handicapped or other aspects are maintained while conducting surveys. 4. The replies to the questions posed need to be gained voluntarily from the respondents. Private individuals need not be put into a disadvantageous position by being utilised in the survey. 5. The need for confidentiality and privacy regarding the response given to the respondents and their identities and other personal matters need to be keep confidential, in order that their interests and future are not jeopardised due to participation in the survey. 6. The results of the survey need not be used for any other purpose, other than the professed use of survey. 7. The market survey shall honour the practice of fair completion in its endeavours. (Code of Conduct, P.2). Conclusion: The marketing survey concerning the food giant conglomerate, McDonald’s Corp. would be eventful because of the controversial high profile image it has been carrying in the market. Although it has acclaimed market, standing on an international level with a market presence in nearly 119 developed and developing countries of the world, it is seen that it has catered to a meager portion of the world market in foodstuffs. This is because its main line has been directed to the medically dubious arena of fast food with its attendant health risks in terms of high calories and high sugar and salt contents, which could be positively lethal for growing children who form a major constituent of their clientele. Juvenile obesity, which is now becoming a major issue in developed countries, including UK. (Levell 2006). McDonald’s fervently denies that it boosts the appetites of children away from nutritious home food through glossy advertisements and gimmicks directed to detract children from regular wholesome food. The truth remains that it is only the results of empirical studies that could provide the truth regarding the far-reaching effects of consumption of fast food promoted by Mc Donald’s Corporation and other similar US conglomerates. Bibliography Code of Conduct. P.2. [Online]. MRS. Last Accessed 19 May 2008 at: http://www.mrs.org.uk/standards/downloads/code2005.pdf Levell, Tim, (2006). The Editors: Eating Humble Pie. [Online]. BBC News. Last Accessed 19 May 2008 at: http://www.bbc.co.uk/blogs/theeditors/2006/12/eating_humble_pie.html McDonalds. (1996-2008). [Online]. STUDYWORLD. Last Accessed 19 May 2008 at: http://www.studyworld.com/newsite/ReportEssay/Science/Social%5CMcDonalds.htm Royle, Tony, (2008). Working for McDonalds in Europe: The Unequal Struggle?. [Online]. Routledge. Last Accessed 19 May 2008 at: http://books.google.com/books?id=KKWtTdNbgHAC&pg=PA197&dq=full+details+of+McDonald%27s+Corporation%3F&sig=R2kGGdWDEbCNP-n74TPbML01JxI#PPP1,M1 Questions answered. (2007). [Online]. Make up Your Own Minds. Last Accessed 19 May 2008 at: http://www.makeupyourownmind.co.uk/questions/how-do-you-operate/employment/index11.html?q=6654#question6 7.4.3. Are the means equal: Engineering Statistical Handbook. Last Accessed 19 May 2008 at: http://www.itl.nist.gov/div898/handbook/prc/section4/prc43.htm\ Franchise info. (2008). [online]. McDonald. Last Accessed 19 May 2008 at: http://www.mcdonalds.co.uk/default.aspx?s=global&p=home Food Quality. (2008). McDonald’s Corporation. Last Accessed 19 May 2008 at: http://www.mcdonalds.co.uk/?f=y Employment policies. (2008). [online]. McDonald. Last Accessed 19 May 2008 at: http://www.mcdonalds.co.uk/default.aspx?s=global&p=home Read More