McDonald's customer satisfaction survey

1 INTRODUCTION
This survey was done as a practice assignment for course customer research and customer analysis. The idea was to implement theory from classes and skills we had learned so far to come up with a real-life customer research. As a type of research we picked customer satisfactory survey and company of what we did it was McDonald’s.
Reasons for choosing this particular company came from facts that McDonald’s has existed in our lives as a powerful brand and we could say that at least 90% of population had at some point of their lives had a dining experience in McDonald’s. Second reason for choosing McDonald’s was change in public opinion about the company. Main issues for the change were people questioning more and more the health level of food offered by McDonald’s, and especially the policy of “super size your meal” in United States, meaning customer could upgrade meal for even bigger French fries and beverage for 1$.
Wide scale western population came aware of these issues only when Morgan Spurlock made a documentary movie about eating for 30 days every meal in McDonald’s restaurants and choosing only super size meals. During these 30 days, Morgan’s health was then measured by nutrition professionals and doctors. Consequences of his experiment were poison for McDonald’s and they lead to much improved product range of healthier options and to more open style to give nutrition information from McDonald’s. As it has been couple years since big audience saw Spurlock’s movie and our desire was to find out in this survey what students relationship towards McDonald’s nowadays is.
2 BACKGROUND
McDonald’s is the leading global foodservice retailer with more than 30,000 local restaurants serving nearly 50 million people in more than 119 countries each day.
McDonald’s is also one of the world's most well-known and valuable brands and...

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