KFC (Kentucky Fried Chicken) is a fast-food restaurant chain that specializes in fried chicken. It is the world’s second-largest restaurant chain after McDonald’s. KFC in Australia is keen to improve the customers’ dine-in experience to outperform their key competitor – McDonald’s. Thus, they would like to firstly obtain a good understanding of customers’ current dine-in experience in their restaurants. You, as a marketing research consultant hired by KFC, are responsible for developing and conducting a marketing research project for this purpose. Applying the skills and knowledge gained in this course:


(1) propose one realistic and practical marketing research aim for this project in your answer sheet, and then.


Q1. Critically discuss the potential advantages and disadvantages of using secondary data compared with structured observation. Develop a systematic approach for using secondary data together with structured observation, that will enable KFC to obtain a good understanding of the customers’ dine-in experience in their restaurants. (Maximum 600 words. All included.)


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