How the marketing mix is used to create superior customer experience - Essay Example

It is essential to understand why the topic is being researched. While most fast food companies have been trying to enhance customer experience, not all succeed. This is why the research objectives of this study are to ascertain the extent to which the four elements of marketing mix contribute towards superior customer experience. With the focus on McDonalds, the global fast food company, the study aims to understand the way the four elements have to be adjusted by McDonalds in its global operations.

This would enable the restaurant and the fast food sector to understand where they lack and rectify their marketing mix strategy. Research design is the process of collecting, analyzing and presenting the data for the research. Knox (2004) suggests that there must be a link between the theory and argument, and the data collected. This enables the researcher to understand the constraints of the research and take an informed decision of the research process. Determining the research philosophy helps understand the issues involved in the research process and also understand how the data should be interpreted.

There are different ways to interpret knowledge but the two most commonly used methods are the positivism (deductive/quantitative with hypothesis testing) and interpretivism (inductive/qualitative with hypothesis generalizations). The arguments are deductively strong if the conclusion is true, whatever may be the premises. On the other hand, if the premises support the conclusion then the argument is inductively strong (Rips, 2001). However, each method has its own advantages and disadvantages and hence the method chosen depends upon several factors.

These factors include the purpose and the subject of the research, the size of the sample. Both these methods – the qualitative and the quantitative methods of research are linked to the interpretation of the philosophy – positivism and interpretivism. Positivism is based on the