Essay question on primary and secondary research

McDonalds

They have previously used primary research to include extra products according to customer
expectations. Their primary research includes – surveys (online and paper), questionnaires, interviews
(face to face/telephonic/email) and customer feedbacks (which are more immediate). They have always
managed to introduce good promotional offers due to this.

Due to the current changes in food trends, the company must now access the newest vegan trends
with plant-based meats

When looking at secondary information needed for this research, McDonald’s will have to use a variety
of sources. The following information is required:

 Supplier Information

 Equipment Investment

 Competition Analysis

Sources such as the internet, journals and previous research will serve McDonald’s well for them to

obtain the above information. Of course, fieldwork research will support the investigation of vegan
trends. When looking at qualitative and quantitative research, both are essential for a balanced and
efficient analysis to conclude this research thoroughly and to cover all aspects of it. For this
research, qualitative information will mainly come from primary sources
whereas quantitative information will be obtained from secondary sources.

When using secondary research, although it can be much faster, easier, and
cheaper, the results may be out of date and not specific to this research,
therefore making them unreliable.