Assignment Title: External Secondary Research
external secondary research can help support the need for a study when
addressing a management problem identified for a marketing research proposal.
In this assignment, you will demonstrate your ability to conduct secondary
research to inform a proposal for a new product idea.
assignment, you will engage in the development of the following professional
competencies: Understands how to approach unstructured problems
marketing researcher working for the McDonalds© Corporation, you are tasked
with performing secondary marketing research to inform a brief proposal that
introduces a new product concept that can be added to the menu. Preparation for
executing this task will mean that you conduct secondary marketing research to
learn the types of food that McDonald’s does and does not carry.
brainstorming. Given your knowledge of what McDonald’s currently offers and
your knowledge of other foods that they COULD be carrying, think up two or
three possible products that you believe would be a possible good addition to
the McDonald’s menu. Yes, this may mean you have to go to a McDonald’s and do
some on-site research- possibly even sampling the menu items. See- not all
exploratory research is drudgery!
Instructions for completing
Write a 2-3 page persuasive essay in APA Style format. Be sure to
use complete sentences, and provide specific examples when applicable. As with
all material you submit, check for correct spelling, grammar, punctuation,
mechanics, and language usage.
In your essay, include the
A. Provide two or three initial
ideas for new products that McDonald’s can include on the menu.
two articles or other references in the library or the Internet from credible
sources that provide some information on whether the product might be
successful. For instance, if you decide that McDonald’s should offer French
cuisine on their menu, you would try to find an article that provides
information on how US consumers have increased their consumption of French
cuisine over the past three years.
each article: Provide a brief explanation of how each supports one or all of
the possible products you have selected for candidates to be placed on
McDonald’s current menu.
Provide a very brief summary of the two articles you found. The summary should
be approximately one paragraph for each article.
E. Provide a reference list for
the articles you have found in APA format.