Steps of the marketing research
process for sales feasibility
Marketing Research Process
McDonald’s wants to introduce a
new sandwich tentatively named McFish. To test the feasibility of this new
product concept, McDonald’s needs to conduct market research. If the market
favors the concept, then McFish would be a candidate for further business
analysis. The narrative of the product concept is as follows:
“Introducing McFish, made of
the best catfish, from Mississippi. It contains low levels of fat and high
levels of Vitamin D, which are excellent for lowering your cholesterol and
strengthening your bones.
McFish’s premium catfish is
accompanied with fresh tomatoes, lettuce, and onions; a patty-shaped catfish
filet is marinated in a unique blend of natural spices before being grilled in
a medium-well temperature. It is served with high-fiber, whole-wheat buns.
Priced at $5.50, the same as a Big
Mac, it is available in your favorite McDonald’s franchise restaurant.”
Aiding the narrative is a picture
of the McFish sandwich, helping the audience to test the merits of the concept.
In a Microsoft Word document, explain
the steps of the marketing research process necessary to determine the sales
feasibility of McFish. In addition, explain the following in your document:
What decisions will you need to
take at each step and why?
What kind of research findings would
ensure a favorable management decision to continue with the McFish concept in
the next phase, which is business analysis?
On a separate page, cite any
sources using the APA format
