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MKT202 Marketing Research Essentials

tag 0 Download 5 Pages / 1,016 Words tag 14-07-2021

Question:

Case:  Wendy's Data

Issue to address: 

Wendy's has commissioned a survey among fast-food consumers that your marketing research firm has been asked to analyse. Wendy's is particularly interested in whether there are differences between itself and its competitors. Your supervisor has asked you to look at how Wendy's performs in comparison to the market overall and a specific competitor (for specific competitor, see table below).

Using the analysis techniques discussed in the text undertake the analysis and write up the results in a report format that the analysis that will help Wendy's answer the following:

1. Whether Wendy's customers differ from customers in the overall market, and customers of Arby's/Burger King/McDonald's/Subway (analyse assigned competitor only), in their fast-food eating frequency.

2. Whether Wendy's performs better than Arby's/Burger King/McDonald's/ Subway (analyse assigned competitor onty) on how they are rated against the market average, and by their own unique customers.

3. Whether Wendy's customers differ from customers of Arby's/Burger King/ McDonald's/Subway (analyse assigned competitor only) in how the factors that relate to fast-food choices are predictive of the overall rating of the fast-food outlet. 
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