Research Project: McDonald's and Obesity

This research project investigates the impact of McDonald's fast-food restaurants on teenage obesity in South London. The project utilizes both primary and secondary data collection methods, including questionnaires and literature review, to analyze various factors contributing to the issue. The analysis explores the role of high-calorie food, high-fat content, appealing marketing, convenient locations, affordable prices, and the potential benefits of introducing healthier options. The findings suggest a strong correlation between McDonald's consumption and obesity, highlighting the need for interventions such as promoting healthier food choices and encouraging physical activity. The project concludes with recommendations for McDonald's and further research areas, emphasizing the importance of addressing teenage obesity in South London.

Research project
“To assess the effect of Fast Food Restaurant,
McDonald on Obesity in teenagers in South London”
The question that you have suggested is a bit too specific it might be easier to get data
with a more general question, for example how can Mcdonald (at a particular branch
not all of Mcdonald) increase the number of customers? This could include opening
hours, it could also look at the products they sell, would offering more variety increase
customers? etc. Remember you have to gather data during your research so it is
sensible to have more than one variable (you will need to produce graphs, tables etc
based on the data).
If you change the question then you obviously can't use the information you used
previously. If you look at the assignment paper you will see that there are guidelines for
each task which can be very helpful when planning what to do.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................5
TASK 1 .................................................................................................5RESEARCH PROPOSAL
..........................................................................................................................................................5
(a) Formulating and recording possible research project outline specifications..........................5
(b) Factors contributing to the process of research project selection...........................................6
(c) Critical review of key references ...........................................................................................7
(d) Research project specification................................................................................................7
(e) Appropriate plan and procedures for the agreed research specification.................................8
(f) Matching resources efficiently to the research question or hypothesis..................................9
TASK 2............................................................................................................................................9
IMPLEMENTING THE RESEARCH PROJECT..........................................................................9
(a) Undertaking proposed research investigation in accordance with the agreed specification
and procedures.............................................................................................................................9
(b) Recording and collating relevant data by adopting systematic recording approaches.........11
TASK 3 .........................................................................................................................................12
EVALUATION OF THE RESEARCH OUTCOMES FOR THE PROJECT..............................12
(a) Research evaluation techniques to analyze findings............................................................12
(b) Interpretation and analysis of the results in terms of the original research specification....14
(c) Recommendations and justifying areas for further consideration........................................16
TASK 4..........................................................................................................................................16
(a) Use of agreed format for presenting outcomes.....................................................................16
REFERENCES..............................................................................................................................18
APPENDIX....................................................................................................................................19
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INTRODUCTION
Obesity is described as a complex disorder that involves increased concentration of fat in
body. In UK, obesity is fairly common in teenagers from the age between 11 to 19 years old.
Poor eating habits are the major reasons which results in overweight of children (Marfell-Jones
and Olds, 2008). The obese children have a tendency to live mostly on high calorie, processed
and fast food. McDonald is one such fast food chain that serves more than 65 million of visitors
daily in 119 nations (Mcdonald's UK, 2015). The given research study is on assessing the effects
of fast food restaurant, McDonald on obesity in teenagers in South London. Research Project has
been presented in three sections. First section consists of Proposal which depicts the outline of
research being undertaken. It gives the guideline for carrying out study. The second section
consists of report that is prepared by formulating research specification and using agreed
procedures. In the third section, evaluation of research will be provided with effective techniques
to present the research outcomes.
TASK 1 RESEARCH PROPOSAL
(a) Formulating and recording the possible research project outline specifications
Aim
The aim of research is:
“To assess the effect of Fast Food Restaurant, McDonald on Obesity in teenagers in south
London”.
Research objectives
The research objectives are as follows:
 To study the causes of obesity in teenagers.
 To examine the trends of obesity in teenagers in South London.
 To assess the effects of Fast Food Restaurant, McDonald on Obesity in teenagers in
South London. To suggest the ways by which effects of Fast Food Restaurant on Obesity can be
minimized. To assess whether there may be an increase in consumers due to offering more variety
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Rationale for selection
What is the issue?
The issue is teenager’s obesity in South London is increasing. Teenagers are consuming fast
food without much awareness about the unhealthy content in it (Countering fast food's
health effects, 2015). This diet is responsible for overweight in teenagers.
Why it is an issue?
Teenagers’ obesity in South London is an issue due to the effect of fast food provided by
restaurants like McDonald. The effect of food content is directly causing harm to their body
thereby leading to obesity (McDonald, Payne and Frow, 2011). Teenagers get attracted with
the appeal of fast food restaurant, McDonald and their promotional activities.
Why is it an issue now?
It is an issue now because the number of fast food restaurant chains of McDonald is
increasing year by year. Close location of these chains near schools and residential areas
further makes it easy for the teenagers to consume fast food. This is a major concern now as
it may aggravate the problem of obesity in teenagers in South London.
In the present research, effect of fast food restaurants such as McDonald has been assessed
on obesity. It is an issue now as there has been evidence of large number of increase in
number of UK population who are suffering from obesity. Health concern is the major
aspect which is required to be studied by taking this research project. Studying the effect of
eating fast food on their health is the main rationale of study. This research will help to
analyze the ways by which effects of obesity can be reduced.
(b) Factors contributing to the process of research project selection
Several factors that influence the selection of current research project are: Meeting the requirement: Research project has been selected in an attempt to meet the
demand of course requirement. Literature availability: The topic of obesity has provided sufficient literature studies
thereby, making it easier to study the topic (MacDonald and McMenemy, 2012).
 Current issue: The rising trend of obesity demands attention. This needs to be well
researched with the rise in number of fast food restaurants.
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(c) Critical review of key references
Literature Review
Obesity in teenagers is rising at a very alarming rate. According to the views of Gottwald,
Ingensiep and Meinhardt (2010), obesity is defined as an existence of too much fat in human
body. It is believed that with the increased consumption of fast food, there is increase in
calories (Gottwald, Ingensiep and Meinhardt, 2010). The current trend further states the lack
of adequate physical activity in teenage children. This leads to accumulation of fat in body
that further causes obesity in them. As per the studies made by Marfell-Jones and Olds
(2008), it has been analyzed that per capita intake of calories in UK among the whole
population has shown a remarkable increase (Marfell-Jones and Olds, 2008).
McDonald and its chain are running successfully in all over the world. In UK, South London
has been considered as the area where there is highest prevalence of obesity. Studies made
in this regard by Weis (2007) shows that obesity is increasing by 10% every year in UK.
South London has high prevalence of teenage obesity as compared to other parts in UK.
Obesity in Lambeth and Lewisham has worse than average level. Obese teenagers in
Southwark are about 26.7% (Weis, 2007). McDonald is having excellent earning by the
sales of varieties of fast food such as hamburgers, cheeseburgers, chicken, French fries,
desserts etc. But the doctors have recorded 62 obesity related admissions in Lambeth
(located in South London) out of 100000 people as compared to 34 in whole London.
Junk food is the major reason which leads to obesity in teenagers of South London. Fast
food chains such as McDonald targets their products towards children. The food contains
less of vitamins and minerals. Thus, unhealthy ingredients in the fast food cause obesity.
According to McDonald, Payne and Frow (2011), low cost of fast food by restaurants are
leading to increased consumption of items thereby causing obesity. In the similar fashion,
easy availability of McDonald restaurants near residential areas or schools is also the reason
for rising obesity (McDonald, Payne and Frow, 2011).
A study by Prabhavathi, Kishore and Kumar, 2014 has revealed that lifestyle adopted by young
consumers is all about taste and seeking alternate food items. The findings have also
revealed that relaxation as well as consuming wider variety of menu is a major reason for
consuming fast food (Prabhavathi, Kishore and Kumar, 2014).
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An another research by a study by Prabhavathi, Kishore and Kumar, 2014 has concluded that the
major issues being faced by fast food restaurants is with respect to no new varieties of fast
food. Other issues are in terms of absence of healthy menu as well as slow delivery time
(Prabhavathi, Kishore and Kumar, 2014).
.
(d) Research project specification
Research Methodology (RM) is a process which helps to plan the way in which
investigation will be carried out. For the current research proposal, RM tools will be used as
follows: Research Philosophy: There are two types of research philosophies namely interpretivism
and positivism (Denk, 2010). In the current investigation, positivism research philosophy
will be used. It is taken to study the causes and effects of fast food of McDonald on
teenagers in causing obesity in children of South London. Research Approach: Inductive and Deductive are two main kinds of research approaches
(Gobo, 2011). For the present research on effects of junk food on obesity, inductive
approach will be more suitable. Approach is selected in an order to analyze the prevailing
causes of fast food provided at McDonald. Research design: There are two types of research designs. They are descriptive and
exploratory. The current study will be best evaluated with the help of descriptive design. Methods for collection of data: There are two types of data collection methods. For the
current investigation, both primary and secondary methods will be used for collecting
information (Finney, 2001). It will be carried out in order to take this research study
towards effective conclusion. Sampling: The sampling method helps to provide a way by which population can be
selected for data collection. Probabilistic and non-probabilistic techniques are two types
of sampling. In this study, probabilistic sampling will be taken. Probabilistic technique is
defined as a all the units of population have a chance of being included in the sample. In
the present research, it will be applied to know about the prevailing of obesity in almost
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population. Therefore, in order to consider all, this technique will be taken and is feasible.
Simple random will be used in finding sample size.
 Data Analysis: Qualitative and Quantitative are two types of data analysis techniques
(Winter and McAuley, 2011). In the present research, data collected will be analyzed
with the help of qualitative technique being thematic analysis.
(e) Appropriate plan and procedures for the agreed research specification
YOU NEED TO MAKE THE RESEARCH ACTIVITIES UP TO 10 WEEKS NOT 9 WEEK
RESEARCH ACTIVITIES 1st 2nd 3rd 4th 5th 6th 7th 8th 9th
Writing introduction
Developing aim and
objectives for research
study
Literature review
Developing and administering
the questionnaire
Writing research methodology
Conclusion and
recommendations
(f) Matching resources efficiently to the research questions or hypothesis
Following resources are used to match the research questions as follows:
 Financial Resources in the present study will be used for accessing information or data
and for purchasing research material to pay to people that are associated in the research
on McDonalds.
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 Human Resources such as researchers, analysts, reviewers etc. would be effectively
chosen. These are involved in undertaking the research study. Their work will be helpful
in data collection, analysis and evaluation.
 Time Resource such as Gantt Chart will be used to depict the status of carrying
investigation on effect of Fast Food Restaurant McDonald on Obesity in teenagers in
South London”.
 Physical Resources available at libraries, recognized publishers etc. will be used for
carrying out the secondary data collection.
TASK 2
IMPLEMENTING THE RESEARCH PROJECT
(a) Undertaking proposed research investigation in accordance with the agreed specification and
procedures
Carrying out present research with respect to agreed format and process has been made
below:
Introduction
Over the last many years, prevalence of obesity has shown a sharp rise. It is estimated that
fast food restaurants chains such as McDonald have been increasing year-by-year. Varieties
of fast food provided by them are the major reasons for rising obesity. The strategies used by
them are solely based on attracting children (Chou, Rashad and Grossman, 2008). The
opening of restaurants near schools and residential areas is the major consequence of fast
food on obesity. There are various issues due to consumption of fast food as offered by
McDonalds (McDonald, Payne and Frow, 2011). These include diabetes, blood pressure etc.
There are 8000 fast food outlets in London including McDonald. The above presented
research proposal has been made on the basis of which research project will be undertaken.
Aim
The aim of research is:
“To assess the effect of Fast Food Restaurant McDonald on Obesity in teenagers in south
London”.
Research objectives
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The research objectives are as follows:
 To study the causes of obesity in teenagers.
 To examine the trends of obesity in teenagers in South London.
 To assess the effects of Fast Food Restaurant McDonald on Obesity in teenagers in South
London. To suggest the ways by which effects of Fast Food Restaurant on Obesity can be
minimized. To assess whether there may be an increase in consumers due to offering more variety
Research Methodology
Introduction
Research Methodology is the most significant part of whole research study. With the help of
following tools and techniques, the justification of selection has been made as follows: Research Philosophy: The two types of research philosophies are interpretivism and
positivism. The current study has been undertaken with the use of positivism research
philosophy (Jasso, 2012). With the help of this approach, facts and figures are effectively
collected for the study. Research Approach: The selection of research approach from Inductive and Deductive
has been made (Aguinis, 2007). In the current research study, inductive research study is
used. As per the topic chosen, the analysis of effects of fast food restaurant McDonald is
made in a broader view. It is made with the rising concern towards existence of teenage
obesity and its study for South London population. The selection is suitable in order to
arrive at a conclusion and present appropriate recommendations. Research design: Different types of research designs are descriptive and exploratory. In
the current research investigation, descriptive research design is taken for understanding
the characteristics of current research study. Methods for collection of data: In the current research, primary data regarding effects of
fast food on obesity has been collected from the health care professionals who are
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specialized in the treatment of obesity. Questionnaires have been used for survey
(Vandenberg, 2007). Secondary data has been collected from various books, journals,
working papers, online articles, health care organization's online sources, blogs of well-
known doctors etc. Sampling: With the help of Probabilistic techniques, sampling has been undertaken
(Jasso, 2012). Health care professionals of South London are chosen for collecting
primary data. The sample size has been calculated by using random sampling technique.
Sample size for this research study is 10. Data Analysis: Analysis of data has been made with the help of qualitative analysis being
thematic technique in particular. It is a method which is used for conducting in depth
analysis and evaluation of data gathered. Data collected has been interpreted in the form
of tables and diagrams. However, evaluation from them has been made with the help of
thematic techniques. It has been undertaken with various themes that were made for
evaluating findings.
 Ethical consideration: Firstly, the collection of data should be effective and appropriate.
The data collection method makes use of only secondary data for collecting information
from South London. With the use of authentic website sources, information has been
collected (Aguinis, 2007). However, the prior permission for using some websites has
been taken and presented with appropriate citation.
(b) Record and collate relevant data by adopting systematic recording approaches
Recording and collating relevant data is of great significance. In the present research study,
the use of books, journals, online websites, reviews and working papers have been made in
an order to arrive at the final outcomes. Obesity is the major concern that has been rising in
teenagers with the effect of fast food restaurant McDonald in South London (Chou, Rashad
and Grossman, 2008). It is because the firms that are involved in fast food are using
influential ways to attract the teenage children. The effects have been rising at an alarming
rate. This is the reason that compels to undertake the current research study. It can prove to
be beneficial in delivering effective outcomes in the future.
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TASK 3
EVALUATION OF THE RESEARCH OUTCOMES FOR THE PROJECT
(a) Research evaluation techniques to analyze findings
Theme 1: Fast food at McDonald's leads to obesity due to various reasons.
Responses Number of respondents
High in calories 1
High in fats 1
High in sugar 1
High in saturated and
trans fat
1
All of the above 6
Theme 2: In-take of high calorie fast food is responsible for increasing obesity in teenagers in
South London.
Responses Number of respondents
Yes 7
No 1
Can't say 2
Theme 3: Consumption of foods containing high fat content lead to enhancement of obesity in
teenagers.
Responses Number of respondents
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Disagree 2
Neutral 2
Agree 6
Theme 4: The appeal generated by fast food restaurant influences teenagers to consume fast
food thus leading to obesity.
Responses Number of respondents
Disagree 1
Neutral 2
Agree 7
Theme 5: Close distance of McDonald’s Restaurant attracts teenagers to quickly fulfill their
hunger by eating unhealthy food.
Responses Number of respondents
Disagree 0
Neutral 1
Agree 9
Theme 6: Affordable prices at McDonald attract teenagers thereby leading to overeating.
Responses Number of respondents
Disagree 2
Neutral 2
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