MKT202 Marketing Research: Questionnaire Design for Fast Food Industry

This assignment focuses on designing a survey questionnaire to understand customer responses to sales promotions within the fast food industry. The paper begins with an introduction outlining the research topic and objectives, which aim to investigate independent variables influencing customer dining behavior and assess consumer reactions to promotional activities. The assignment then details the survey questionnaire design approach, including the survey type, time duration, respondent characteristics (age group), response formats (close-ended with Likert scales), and questionnaire flow with interviewer instructions. The questionnaire itself, provided in the appendix, covers demographics, fast food preferences, loyalty considerations, and attitudes towards various promotional activities like price-offs, coupons, premiums, and product sampling. The survey seeks to gauge customer responses through questions on menu variety, food and service quality, store facilities, and the impact of promotions on purchasing decisions and brand loyalty. The research aims to provide valuable insights into consumer behavior and the effectiveness of sales promotion strategies in the fast food sector, guiding businesses in optimizing their marketing efforts to enhance customer engagement and drive sales.

Running head: MARKETING RESEARCH ESSENTIAL
“Understanding customer response towards sales promotion in the fast food industry”

MARKETING RESEARCH ESSENTIAL 2
Table of Contents
An introduction...........................................................................................................................................3
Survey questionnaire design approach.........................................................................................................3
References...................................................................................................................................................5
Appendix: The survey questionnaire...........................................................................................................6

MARKETING RESEARCH ESSENTIAL 3
An introduction
Indicate the research topic and research objectives briefly
The objective of sales promotion is to consider activities of marketing in order to add the basic
worth of products and services that may motivate an individual to buy. The fast-food industry is
growing in Australia due to convenience, speed as well as, price. An individual is now more
influenced with respect to fast food with the initiation of several promotional offers that suits
consumers in different timings as well as, occasions (Wang, Liaukonyte, and Kaiser, 2018).
The rapid rate on which, the fast food industry continues to involve promotion of its menu to
influence its consumers is many demonstrations of customer attraction with respect to those
promotions itself. Hence, with a focus on sale promotional practices, a company can increase
their sales and consumer responses towards the fast food products (Davis, et. al., 2018). The key
aim of this investigation is to investigate independent variables that can encourage fast-food
customers to dine in the fast food restaurants. Another objective is to study the behavior of the
consumer and its response rate towards sales promotion in the fast food industry. In this way,
customers can have favorable or no response towards the sales promotion (Liu, Lee, and Hung,
2017).
Survey questionnaire design approach
Approaches to questionnaire
All questionnaires would be provided in the proper format. It is discussed as given below:
Time duration
The time duration of conducting the survey is 10 min as only 10 questions are made by
researcher related to research concerns.
The type/nature of the respondents

MARKETING RESEARCH ESSENTIAL 4
30 consumers would be selected who falls under 20-44 age groups. These consumers can be
employed or unemployed but all these respondents are fast food consumers of Australia.
The response formats (open-ended vs. close-ended) – the rationale for using
In this research, a close-ended questionnaire structure would be used in designing the survey
questionnaire. This type is beneficial for respondents as it takes their minimum time. It is also
effective for creating the interest of respondents during the survey due to objective based
questions (Lassen, et. al., 2016).
Different types of questions Scales used
Likert scale is used to measuring the responses of customers. It contains different alternative in
questions such as strongly agree, agree, neutral, strongly disagree, and disagree.
A brief indication of the questionnaire flow and interviewer instructions
All questionnaires would be related to customer response towards sales promotion in the fast
food industry. Before starting the questions, the researcher will provide the instruction that the
researcher will keep the confidentiality of participants. He/she will not share any private
information with others during and after the research. The researcher will also give instruction to
their participants that if you have any query, you can freely discuss with me during the survey
and also you have the right to skip the answer.

MARKETING RESEARCH ESSENTIAL 5
References
Davis, B., Lockwood, A., Alcott, P. and Pantelidis, I.S., 2018. Food and beverage management.
UK: Routledge.
Lassen, A.D., Lehmann, C., Andersen, E.W., Werther, M.N., Thorsen, A.V., Trolle, E., Gross,
G., and Tetens, I., 2016. Gender differences in purchase intentions and reasons for meal selection
among fast-food customers–Opportunities for healthier and more sustainable fast food. Food
quality and preference, 47, pp.123-129.
Liu, W.K., Lee, Y.S. and Hung, L.M., 2017. The interrelationships among service quality,
customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of
Foodservice Business Research, 20(2), pp.146-162.
Wang, R., Liaukonyte, J. and Kaiser, H.M., 2018. Does Advertising Content Matter? Impacts of
Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass
Index. Agricultural and Resource Economics Review, 47(1), pp.1-31.

MARKETING RESEARCH ESSENTIAL 6
Appendix: The survey questionnaire
Please specify your gender
Feminine
Masculine
Please mention your age-group
20-34 years
35-44 years
What’s your educational level? ˆ
Below Bachelor’s Degree ˆ
Bachelor’s Degree ˆ
Master’s Degree ˆ
Doctorate Degree
What’s your Occupation? ˆ
Public ˆ
Private ˆ
Business owner ˆ
Student ˆ
Unemployed
Please specify which attributed do you like in fast food?
Attributes/
consumer responses
Strongly
agree
Agree Neutral Disagree Strongly
disagree
Menu variety
Quality of food
Quality of services
Store facilities

MARKETING RESEARCH ESSENTIAL 7
Please tick on a statement that you consider becoming loyal towards specific Fast Food
Company
Customer
loyalty
/consumer
responses
Strongly
agree
Agree Neutral Disagree Strongly
disagree
I consider fast
food as my
first choice
when
deciding to
eat out
I would
recommend
fast food
restaurants to
others
Which kind of sales promotion is highly motivating you to purchase the product?
Price-off
Coupons
Premiums
Sampling
Products preferences post the promotion and during the promotion
Consumer
responses
Strongly
agree
Agree Neutral Disagree Strongly
disagree
I would pay
the same
regular price
for the
products
being
promoted
post the
promotion
I will
certainly

MARKETING RESEARCH ESSENTIAL 8
recommend
fast food
products to
friends and
relatives
The attitudes towards promotional activities
I make price comparison every time when I go shopping.
Strongly agree
Agree ˆ
Neutral
Disagree
Strongly disagree
The behaviors towards promotional activities
I am more willing to buy two or three of a product if I will receive a free gift.
Strongly agree
Agree ˆ
Neutral
Disagree
Strongly disagree
I want to buy more than usual when there is a promotion to win something
Strongly agree
Agree ˆ
Neutral
Disagree
Strongly disagree