Answer any three (3) of four (4) questions. Each question is of equal value.

KFC (Kentucky Fried Chicken) is a fast-food restaurant chain that specializes in fried chicken. It is the world's second-largest restaurant chain after McDonald's. KFC in Australia is keen to improve the customers' dine-in experience to outperform their key competitor - McDonald's. Thus, they would like to firstly obtain a good understanding of customers' current dine-in experience in their restaurants. You, as a marketing research consultant hired by KFC, are responsible for developing and conducting a marketing research project for this purpose. Applying the skills and knowledge gained in this course:

(1) propose one realistic and practical marketing research aim for this project in your answer sheet, and then.

(2) answer any three out of the four questions below.

Q1. Critically discuss the pros and cons of semi-structured interviews compared with structured and unstructured interviews. If you were to conduct semi-structured interviews to provide a deep understanding of customers' dine-in experience in KFC and McDonald's, please describe and justify how you would conduct the semi-structured interviefs from preparing for the semi-structured interviews, to writing up the report. (Maximum 600 words. All included.)

Q2. Compare and elaborate on the differences between descriptive surveys and analytical surveys and provide two examples for each type of survey. If you were to use a delivery and collection questionnaire to measure customers' satisfaction level of their dine-in experience in KFC, and could only include 7 questions in this questionnaire; what questions would you ask? Properly justify your selection of these 7 questions one by one. (Maximum 600 words. All included.)

Q3. Critically discuss the potential advantages and disadvantages of using secondary data compared with structured observation. Develop a systematic approach for using secondary data together with structured observation, that will enable KFC to obtain a good understanding of the customers' dine-in experience in their restaurants. (Maximum 600 words. All included.)

04. List and critically discuss the four key ethical principles when conducting a research project. Based on the principles, illustrate and properly justify what steps KFC should take in order to conduct ethical marketing research and at the same time effectively achieve the proposed marketing research aim in an efficient manner. (Maximum 600 words. All included.)