Research Problems

Satisfaction of customers and potential customers with the products they are buying Features about the product that customers would like to see improved
Attitudes of customers and potential customers towards the value for money of the products from different competitors

The awareness amongst potential customers of product

Factors that would prompt potential customers to buy from the company

To establish the reasons for stagnant sales and suggest means by which sales can be increased To improve the customers satisfaction on A&Ws food and beverage

To discover customers expectations of a food service market

Research Objectives

To identify the attitudes towards A&W and other competing fast food restaurants

Company Background
1963
1965
1970s early 1980s

A&W franchise was brought into Malaysia by Mr. & Mrs. Lie Boff from USA Opened 1st outlet in Jalan Tunku Abdul Rahman ( 1st fast food outlet in Malaysia )

First Drive-in restaurant in PJ Became a favorite gathering place for students Unique A&W root beer mug was often "collected" by these young customers

Became a favourite filming location for Malaysian movies Customers from the 1970s recall Tuesdays as Coney Dog Day

2001 present

KUB Malaysia bought over A&W Malaysia Embarking on an aggressive expansion drive to revamp and expand its reach

Company Business Problems

Features of the products that customers would like to see improved Satisfaction of customers and potential customers with the products they are buying

Problems A&W have to address

Attitudes of customers and potential customers towards the value for money of the products from different suppliers

Factors that would prompt potential customers to buy from the company

Methodology
Exploratory Research Descriptive Research Causal Research

i) EXPLORATORY RESEARCH
Problems not clearly defined

Exploratory research comes in the form: Focus groups Depth interviews Projective techniques

iii) CAUSAL RESEARCH

Unravel the impact of one variable to another Measure what impact a specific change will have on existing norms Allow market researchers to predict hypothetical scenarios

ii) DESCRIPTIVE RESEARCH

Find out more about a problem in detail More systematic and accurate Descriptive research comes in the form: Questionnaires Survey Delphi method Personal interviews

Secondary Research

Primary Research

Primary Research

Original information collected from a research Expensive

Secondary Research

Processing data that has already existed Examine previous studies:

Reports Articles Previous market research projects to come out with a conclusion

JUSTIFICATION OF THE SELECTED METHOD

JUSTIFICATION OF THE SELECTED METHOD

Descriptive research is used because the research objectives of A&W fast food outlet have been clearly defined

Survey method that is used in the research is mall-intercept personal interviews

JUSTIFICATION OF SELECTED METHOD

Secondary research: Newspapers Internet

LIMITATIONS OF THE SELECTED METHODOLOGY

LIMITATIONS OF SELECTED METHODOLOGY

Disadvantages of Survey Research:

Respondents may not want to answer the questionnaires honestly Questionnaires with fixed-response choices may cause loss of accuracy Not easy to make questions with proper wording

SAMPLING

SAMPLING
Target population is the gathering of components that acquire the data sought by the researchers and about which assumptions that can be made.

Determinants : Elements Extent Time

Cheap

Advantages

Convenient Not time consuming No statement

SAMPLING
Disadvantages
Judgmental sampling which is the nonprobability sampling technique is used in the research

Bias

SAMPLING
The sample size in the research will be: 0.01% X Estimated Countrys Population =? 0.01% X 28,000,000 = 2,800 This means that the questionnaires will be given out to 2,800 respondents

Critical Evaluation

Primary Research

Secondary Research

Primary Research
It gives the most accurate of answers Researcher can obtain information which they want This will help to understand the short comings of A&W Appropriate sample size is used to To identify to main reasons for the drop in sales of A&W Primary research is also affordable This gives us the opportunity to distribute questionnaires to many A&W outlets

 Selected college and universities Authentic findings on A&W can be reached Information will remain private and confidential This is to make sure no one unauthorized will have no copy of the findings

Secondary Research
Textbooks are being used To further understand nature and business of A&W Limited journals and magazine articles contribute to the this research of A&W A&W restaurants will understand more what customers wants from our research findings

Suggestion to minimize any problems

Creating a good questionnaire related to A&W Questionnaire which are easy to read and understand Good use of English and vocabulary need to be used Distribute questionnaires at A&W locations Interviewer need to have a command of English and be groomed as well.

Conclusion
Need to have a stronger marketing strategy Have a more welcoming environment 24 hours delivery service Improve the quality of service Nominate 1 employee every month to give motivation Make A&W more accessible to customers