UNIT II CASE STUDY MKT 8301

(Continuation) Wendys: History and Life After Dave Thomas

Review the case you read in Unit I,  starting on page 761 of your textbook. After reviewing the case, address  the following topics:  

1. Formulate an appropriate research design for investigating the  marketing research problem you defined in Unit I. Identify any ethical  issues that may arise while developing this research design. 
2. Use the internet to determine the market shares of the major  national fast-food chains for the last calendar year. What type of  primary and secondary data could be useful to Wendys? Be sure to  include internal and external sources in the form of  business/non-government, government, and syndicated services. 

This assignment should be completed in  at least two pages. You must utilize two scholarly, peer-reviewed  journal articles to support your responses, one of which must come from  the CSU Online Library. Adhere to APA Style when constructing this  assignment, including in-text citations and references for all sources  that are used. Please note that no abstract is needed. 

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