Earlier this year, on International Woman's Day, Burger King tweeted the following:  WOMEN BELONGS TO KITCHEN

Their follow up tweets explained that they were trying to shine light on the fact that only 20% of their chefs are women. Some consumers were upset with the tweet. 

Burger King found out that you are an amazing student of Principles of Marketing (MARK804) and they have asked you to perform some market research to understand consumer perceptions of the tweet.

 

1.    What is market research and explain the two main types of research? (5 marks)

2.    How would market research help Burger King in this scenario? (5 marks)

3.    Using the tools and examples given in the second tutorial, develop a five question survey in order to ascertain consumer perceptions about the tweet (10 marks). (You may write the questions and response in word below or use a tool such as survey money and take a snip of the questions and paste below)

4.    Imagine that you have the answers to the hypothetical survey from above. How would you present this data to the management team? (5 marks)