SECONDARY RESEARCH 972

Secondary Research
The Unit 9 Assignment involves performing secondary research and writing a brief proposal for a new
product for McDonald’s to carry. Preparation for this will mean that you are aware of the types of food
that McDonald’s does and does not carry. The purpose of this is so that you start thinking about your
Unit 9 Assignment at a time when you are studying about secondary research.
Please read over the information that is on the class site for the Unit 9 Assignment and do the
following exploratory research that can be used for the Unit 9 Assignment:
A. Do some 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!
B. Find 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.
In the past, many students have selected popular products that McDonald’s does not offer, but other
restaurants successfully provide. This is the time to use your creativity, so I really do not want to limit
you in your search. However, the articles you get need give support that the products you are
considering will be a profitable addition to the McDonald’s product line. Remember you are in the
process of getting data that will convince a hardened senior executive that your addition to the menu
will be good for McDonald’s and their bottom line.
THE CASE WRITE-UP:
Write your responses in APA Style, complete sentences; provide specific examples when applicable.
As with all material you submit to your instructor, check for correct spelling, grammar, punctuation,
mechanics, and usage. Your paper needs to be at least 2 pages and will required a minimum of 1
reference.
Assignment Checklist:
1. Provide two or three initial ideas for new products that McDonald’s can carry that you had in
A above.
2. Provide a very brief summary of the two articles you found. The summary should be
approximately one paragraph for each article.
3. For 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.
Unit 4 [MT355: Marketing Research]
4. Provide a reference list for the articles you have found in APA format