Market Research Process


McFish’s premium catfish is
accompanied with fresh tomatoes, lettuce, and onions; a patty-shaped catfish
fillet is marinated in a unique blend of natural spices before being grilled in
a medium-well temperature. It is served with high-fiber, whole-wheat buns.
Priced at $5.50, the same as a Big
Mac, it is available in your favorite McDonald’s franchise restaurant.
Aiding the narrative is a picture of
the McFish sandwich, helping the audience to test the merits of the concept.

Keeping the marketing research process in mind, how
will you determine the sales feasibility of McFish?
What decisions will you need to take at each step and
What kind of research findings would ensure a favorable
management decision to continue with the McFish concept in the next phase
(which is business analysis)?

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Justify your choices with valid
assumptions and logically driven arguments. Cite any sources using APA format.
Submit your responses to the above
questions in 700–800 words.

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