I've been looking for a while now but i cant find any specific information. Im looking for what quantitative/qualitative information they might collect, and the primary/secondary methods they use?
Any help much appreciated, thanks
What market research do McDonalds carry out?
McDonald's has an extensive data warehouse that allows them to drill down through massive quantities of data very quickly. They collect everything from the individual store level: register sales per half hour, average ticket sale, coupons, etc. Plus they collect back store data as well: inventory levels, shortages, usage, labor costs. overhead: food costs, paper and supply costs, etc.
This is all input through a web interface on a daily/nightly basis and uploaded to corp in Oakbrook, IL where it's parsed out according to category and transferred to the appropriate application - ERP, G/L, Inventory, etc.
Primary method is POS - Point of Sale from the registers, secondary is the web interface where Store Managers input the data from the inventories they conduct on a daily basis. Most information though is from the register system.
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