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For instance, a key part of the McDonald's brand is its 'M' logo otherwise known as 'The Golden Arches'.
This is needed to find out what customers want. McDonald's uses it to work out the size of its market. It can also see if the market is growing or not. This helps it to compete. Market research looks at:
types of customers and their wants
factors outside the firm's control such as changes in the economy or the law
added reasons why people buy, such as image and enjoyment of the brand.
McDonald's uses all the information to help it decide questions such as where to locate an outlet, or menu changes...
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