Burger King (BK) is thinking of adding a jerked chicken sandwich to its menu.  It wants to take the fight to expand its menu offering.  It has now come up with a formulation, and they want to find out if consumers would like this new sandwich before adding it to the menu.  To provide the answer, they want to find out whether consumers believe that the jerked chicken taste is authentic and flavourful enough. You have been asked to assist BK to conduct suitable market research.     Question 5 Advise BK on the specific type of research method that you would utilize, and how you would go about carrying it out.                 (NB: Questionnaires are not research methods)

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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SECTION B: 

Burger King (BK) is thinking of adding a jerked chicken sandwich to its menu.  It wants to take the fight to expand its menu offering.  It has now come up with a formulation, and they want to find out if consumers would like this new sandwich before adding it to the menu.  To provide the answer, they want to find out whether consumers believe that the jerked chicken taste is authentic and flavourful enough. You have been asked to assist BK to conduct suitable market research.  

 

Question 5

Advise BK on the specific type of research method that you would utilize, and how you would go about carrying it out.                

(NB: Questionnaires are not research methods)

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