Nalysis of The Impact of Customers Cultural Background on McDonalds Global Marketing Strategy

This paper is the first part of my dissertation which should consist of the following chapters:
Chapter 1 a Introduction, Chapter 2 Literature Review and Chapter 3 a Methodology

Also it must follow the below:
(1)Introduction This includes 4 parts:



(A) Title : Initially this might be regarded as a working title, and ideally should mirror closely the content of the document

(B) Background : This informs the reader of the problem or the situation, and the context you are interested in

(C) Rationale for the study :
a? What is the research issue?
a? Why is it an issue?
a? Why is it an issue now?
a? What could this research shed light on?



(D) Research Aims
a? Objectives (this is one of the most important sections of the research proposal as well as in the dissertation as you need to develop them properly in line with the research topic and conduct the research to achieve these). [The aspects that should be considered when developing objectives are: development of 3 4 objectives; objectives should follow a logical sequence; final objective could be to make recommendations]

a? Research Questions
a? Hypothesis

(2) Literature Review and Conceptual Framework:

This section will demonstrate the studentas knowledge of the literature and make a critical link with the situation to be investigated.


Students are expected to critically review 5 or 6 sources to underpin the study. Brief summary of each topic can be provided. If relevant a conceptual framework too can be produced here.

(3)Research Design and Methodology:

This section gives a detailed rationale of how you intend to achieve your research objectives. You are expected to:


1) Explain your selection of research paradigm/ philosophy and methods (here you discuss about qualitative and quantitative techniques that you are planning to use)


2) How will access to data be gained and secured


3) Outlining the methods of data capture (including sampling method and sample size planned to be used), analysis and interpretation to be used, and give reasons for the choice.


4) Highlight any limitations in the chosen approach and methodology.


5) Discuss the type of ethical issues relevant for the proposed research.


6) Discuss about the resources that are required to complete the proposed research.