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You have been hired by McDonald’s as a Marketing Research consultant to lead a mystery shopper team. The goal of your research is to improve the service quality at the McDonald’s restaurant in your area. In a 1000 word research proposal discussing the following:

·The role of marketing research in organizations

·What attributes of service quality will you attempt to measure?

·What customer or employee behaviors will you closely monitor?

·The sources of ethical issues in marketing research

·What improvements in McDonald’s business strategy will be attributed to the results obtained from shopper marketing studies?


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