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Thesis Chapter 3 - McDonald's Secret of Success

McDonald's Secret of Success

Chapter 3: Methodology

As a review in the aim of the study, it centers in discovering the secrets of McDonald’s Corporation success after the various adversities and challenges. Within the area of global market, the organization finally finds its greener pasture where the mother country is mostly benefited. Generally, the other fast-food organizations and related service organizations are not new to the idea of incorporating all their strategies towards their long-term success. With the aid of appropriate methods, it is expected that the objectives and goals will be meet at the end of the study.

3.1 Research Method to be used

The suggested method that can be utilized in the study is the use of the surveys that will eventually being supported by the secondary information. Both methods contribute in the qualitative and quantitative approach. Firstly, the concept of survey is to determine the empirical evidence/s that might appears to be the appropriate ingredient in the success of McDonald’s Corporation. On the other hand, the use of the secondary information is to provide the ideas regarding the areas of success of the firm, not only in their mother country but as well as in other foreign countries.  The design of the method has an advantage in generating the results which is both concern in identifying the literature gaps and empirical situations. The gathered information from the application of surveys can create an accurate result and an overview based on the focus of the study. Through the form of questioning the group of people, the various point-of-views can be determined.

3.2 Subjects

The survey data was taken in the participation of 100 people who came from two different groups, the first are the employees of the McDonalds and the second are the people who described themselves as the loyal customer of McDonalds. The participants are believed to be influenced, affected, and can create an opinion about the McDonalds Corporation. The responses of the participants are gathered and then analyzed based on the application of five-point Likert scale. On the second phase of the method, the dimension of secondary information is reviewed. Because of the increased interests of the past researchers regarding the influence and participation of the organization, McDonalds, in terms of globalization and international market are reviewed. Other than that, the application of the secondary information can deliver various advantages in the current study. Through comparing the data in the related information, the relative results can be identified. All the information generated from the application of the multi-method can help generate the analysis and furthermore, can be the basis in formulating sound recommendations and conclusion.

3.3 Sampling Design

It is impractical for the study to conduct the survey in the entire population, even if the participants are divided into two groups namely employees and customers. Therefore, there should be a need for a sample. In most of the researches, sampling is considered as an effective technique and mostly used by the researchers in order to gain the main idea. The sample represents the answer in the center of information or what is the most talked opinion. It is important for the study to catch the main idea that lingers in the perceptions of the diversified participants when they hear the name of the organization.

3.4 Instruments

The provided instruments in the multi-method are the use of two types of questionnaires for surveys which are allotted to the customers and employees. Meanwhile, the use of journals, books, and other reliable host of related ideas are the foundation for the secondary information. It is deemed that the combination of the survey and secondary information can target both qualitative and quantitative approach in the study. The questionnaires being used as the main material for interview are presented in the end of the study.

3.5 Reliability and Validity of the Study

The validity of the gathered data is emphasized through the participants’ demographic profile. On the other hand, the use of the secondary information is considered valid as long as it is not more than 10 years old after the publication. However, the reliability of the survey is measured through gathering the participants’ profile and assessing their age, gender, and educational attainment. In the employees, the years in service and their position are added. 

3.6 Problems and Possible Solutions

The surveyor might find some problems coming from the part of the survey. Definitely it is hard to convince the people to participate in the study. Most of the participants might be reluctant in contributing their own ideas, most especially on the part of the adults. It is advised that in order to obtain much knowledge and information, the focus group would be on the younger population. Surveys may serve a lot of difficulties especially when there is more than one respondent. But basically, the difficulties that a surveyor might meet is an evidence that there is a complete presence of mind and attentive eyes of the surveyor are indeed necessary to discover the most effective answer among the various participants. A more sensible answer that bears worth is more important than of the numerous answers yet with no substance. On the other hand, the incorporated problems that might appear in the use of secondary information are the bountiful studies that delivers same concept but differs in the year of their publication.

3.7 Ethical Issues and Assurance

To respect the autonomy of individuals remain in the top of the research’s priority. In accordance, to treat people fairly and act with integrity is the best way to avoid harm for all the participants. To ensure that all of the actions of the researchers are ethical, the surveyor will ask regarding an agreement from respondents that the survey would be conducted according to the agreed timeframe. It is done through covering along the survey questionnaire. Each of the potential survey participants are asked politely to determine if they are willing to participate in the survey. In this way, the privacy of the individuals is protected and the surveyor avoids pushing or rushing the participants during the survey conduction.



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