Running Head: Project 31 Discussion 5, Project 3 Problem Sta

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The primary task is to craft a comprehensive research concept paper addressing a specific business problem, including detailed problem statements, research questions, methodology, and supporting literature. The paper must articulate the general and specific problem statements with proper context, clearly state research questions (distinguishing between qualitative and quantitative), justify the chosen research method with scholarly support, and specify the research design. The submission should be approximately 500 words, formatted with appropriate headings, and include at least four scholarly sources with correct APA citation.

Paper For Above instruction

The ongoing challenges faced by fast-food chains like McDonald's amid the COVID-19 pandemic necessitate a thorough investigation into how the business is adapting to decreased consumer demand. The global health crisis, with its resultant lockdowns, social distancing measures, and shifts in consumer behavior, has significantly impacted the quick-service restaurant industry, particularly in the United States. As a vital component of the food service sector, McDonald's has experienced notable declines in foot traffic and sales, prompting a need to understand and respond effectively to these disruptions. The general problem to be addressed is the effect of the COVID-19 pandemic on the operations and demand for fast-food services in the U.S.

Specifically, the research aims to examine how the pandemic has altered consumer purchasing behavior toward McDonald's and similar establishments. This includes investigating the extent of decline in customer visits and the factors influencing these changes, such as health concerns, economic hardship, and shifts toward home-cooked meals or delivery services. Understanding these dynamics is critical for developing strategic responses that can help McDonald's regain and sustain customer engagement during and after the pandemic.

The primary research questions are designed to explore both the perceptions and behaviors of consumers related to McDonald's during the pandemic. The qualitative question seeks to understand how the COVID-19 pandemic has affected the fast-food business in the U.S.:

Qualitative Research Question: How has the COVID-19 pandemic impacted McDonald's operations and customer engagement in the United States?

The quantitative question quantifies the extent of the demand decrease, asking:

Quantitative Research Question: To what extent has the demand for McDonald's in the United States declined due to COVID-19?

Given the constraints imposed by the pandemic, traditional in-person research methods are unsuitable. Therefore, I propose a mixed-method approach that combines secondary data analysis, online surveys, and virtual interviews. Secondary data will include reports from McDonald's and industry analysis from reputable institutions, providing contextual insights into operational changes and market trends. Online surveys will gather quantitative data on consumer behavior, such as frequency of purchases before and during the pandemic, and reasons for any decline. Qualitative insights will be obtained through scheduled online interviews with customers and industry experts, allowing for exploratory understanding of underlying motivations and perceptions.

The rationale for selecting a mixed-method approach stems from the need to triangulate data for a comprehensive understanding of the problem. Quantitative data offers measurable evidence of demand shifts, while qualitative interviews provide depth and context, exploring emotional and behavioral aspects difficult to quantify. This approach is particularly appropriate given the COVID-19 restrictions, where virtual data collection methods mitigate health risks and logistical challenges.

Supporting literature underscores the importance of using mixed methods in social research to capture the complexity of consumer behavior during crises (Yoshikawa & Kalil, 2008). Quantitative techniques are essential for measuring demand changes, while qualitative methods reveal nuanced consumer motivations and perceptions. Scholarly sources, such as Apuke (2017) and Daniel (2016), emphasize the need for combining data sources to enhance validity and depth of understanding in business research, especially during unprecedented situations like a pandemic.

In conclusion, investigating the impact of COVID-19 on McDonald's U.S. operations through a mixed-method approach enables a nuanced analysis of demand reduction and consumer behavior. This research will provide strategic insights invaluable for adapting business models to ensure resilience and recovery in the post-pandemic landscape.

References

• Apuke, O. D. (2017). Quantitative Research Methods: A Synopsis Approach. SAGE Journal.
• Daniel, W. (2016). The Usefulness of Qualitative and Quantitative Approaches and Methods in Researching Problem-Solving Ability. Journal of Education and Practice, 43-58.
• Yoshikawa, H., & Kalil, A. (2008). Mixing Qualitative and Quantitative Research in Developmental Science: Uses and Methodological Choice. Development Psychology.
• Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publications.
• Venkatesh, V., Brown, S. A., & Bala, H. (2013). Bridging the Qualitative-Quantitative Divide: Guidelines for Conducting Mixed Methods Research in Information Systems. MIS Quarterly, 37(1), 21-54.
• Patton, M. Q. (2002). Qualitative Research and Evaluation Methods. Sage Publications.
• Johnson, R. B., & Onwuegbuzie, A. J. (2004). Mixed Methods Research: A Research Paradigm Whose Time Has Come. Educational Researcher, 33(7), 14-26.
• Bryman, A. (2006). Integrating Quantitative and Qualitative Research: How Is It Done? Organisation Studies, 27(6), 801–811.
• Creswell, J., & Plano Clark, V. (2018). Designing and Conducting Mixed Methods Research. Sage Publications.
• Yin, R. K. (2018). Case Study Research and Applications: Design and Methods. Sage Publications.