Implementing Market Research We have reached the stage for Team A to apply research tools and implement a market research plan. Team A will review the various marketing research tools available to researchers, such as secondary research, online secondary research, exploratory research, non-directive interviews, and Likert scale. Our secondary research shows that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires" and Likert scale to test whether McDonald's consumers sincerely want and will purchase healthier menu items. Secondary Research for McDonald's When researching McDonald's through online sources, it is clear that nutrition is a major public concern that visit the fast-food chain. Secondary research conducted shows that there are several case studies and other secondary source research on the same topic. McDonald's has often been the focus of nutritional attention in the fast food industry recently made changes to the American Happy Meal to reduce the amount of french fries offered and replace the portion with fruit (Strom, 2011). In a study conducted by McDonald's, a secondary source reports that the meal reduces calories by 20%. children's meal (Strom, 2011). This is a key move by the organization against childhood obesity, which is currently a hot topic within food chains and attention is being drawn by the Obama administration. Secondary research also shows that although the public has major health concerns about the food chain, profits increase during the high point of an economic downturn (Dahan & Gittens, 2008). Acco...... middle of paper ......rtheeast Business & Economics Association, (), 223-224. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?sid=1a5428a3-8956-4d76-9dd0-883fa097775b%40sessionmgr13&vid=8&hid=15&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db= bth &AN= 48108476 Online references related to assigned online searches: http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home/Strom, S. (2011, June 26). McDonald's alters Happy Meals and reduces french fries. The New York Times. Retrieved from http://prescriptions.blogs.nytimes.com/2011/07/26/mcdonalds-alters-happy-meals-shrinks-fries/TBWALondon wins McDonald's health brief. (2006, March). Countryside (UK), (12), 1-1. Retrieved from http://web.ebscohost.com.ezproxy.apollolibrary.com/ehost/detail?sid=8746a1d3-5376-4a32-bdd4-d07db1ce62a3%40sessionmgr4&vid=6&hid=15&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=b AN=20412534