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Business Research Essay

To create healthier menus at McDonald’s Restaurants, researchers must make several considerations. First, they must determine what kinds of foods that consumers might consider to be “healthy”. Beyond that, the foods that consumers would be most willing to purchase in a fast-food setting at McDonald’s must be decided. Some of these questions are attributed to McDonald’s Inability to capture market share from Its competitors hold on the health-conscious adults as a result of a long history of serving up unhealthy menus In a new health-conscious world. Ultimately, the search question in this exploratory stage would be: What foods can McDonald’s add to its current menu to promote a healthy lifestyle? The Hypothesis? To create healthier menus for McDonald’s consumers, researchers should know what McDonald’s competitors are offering that Is allowing them to maintain a positive Image on healthy living.

If the general public perception of the world’s largest fast food chain Is one known to promote unhealthy living by serving up greasy fries and greasy hamburgers since its conception in 1940, McDonald’s research team must begin by relaying a positive message that will effectively change the restaurant’s mage. Although response to that will vary widely, our hypothesis is that offering a

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wide selection of salads will top the list, followed closely by low-carbohydrate offerings.

Variables To Be Considered McDonald’s Restaurants have a following that rivals all others. From ages one to 100, the reach of the golden arches knows no bounds. However, age is among the most important of variables to consider when conducting such a research study. Obviously, responses will be wildly different among senior citizens, for example, than teenagers. Care must be taken In order to ensure that age Is taken Into consideration hen the data Is collected for presentation.

Researchers must determine their target age group, and eventually tailor added menu choices to those suggested by the people they are seeking to reach. Ethnicity, race, and location are other very important variables to consider, as healthy menu options will vary widely depending on the part of the world that is being surveyed. It would be of no value to add healthy items suggested In the united States to the menu in China, or vice versa. In order to make good use of the data they are working to collect. Ethical Considerations

There most certainly could be many ethical issues based within the research for new menu options. A few things that anyone would need to be careful with would be how they present the surveys and gain the feedback they would have to make sure that everyone is voluntarily participating and that they are never coercing them into participating or giving feedback. They also need to be giving the participants the knowledge that all of their input will stay anonymous or that could cause another major issue as most people will choose to not be contacted in regards to results.

The searchers also should take care with these surveys and ensure that there is not altering of answers or input in regards to the menu options they would prefer. When gathering the surveys they will need to make sure that they are keeping every option in mind but collecting the most common feedback that is received as well. Another ethical issue they could come across is confidentiality as most participants will want to know that their information is only being used for the research process and will not be used for anything other than that purpose.

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