Section A: This section is the general perception of participants about McDonald.
Question 1: How do you know about McDonald’s? By which ways?
Question 2: How do you think about McDonald’s? Like/Dislike? Why?
Question 3: How often do you go to McDonald’s? Why?
Question 4: What attract you to go to McDonald’s?
Question 5: (Pricing)How do you think about the price of McDonald’s products?
Question 6: (Environment and service quality)How do you think about the environment and service quality of McDonald’s?
Section B: This section is about the comparison between McDonald’s and other brands.
Question 1: What is your favourite fast food brand? Why?
Question 2: If the brand is McDonald’s. What is the advantages/disadvantages? If the brand is not McDonald’s. What is the advantages/ disadvantages of that brand?
Question 3: What factors can affect your choice regarding to the fast food brand?
Section C: This section is about the brand image of McDonald’s.
Question 1: As the health consumption become more popular, how do you think about ‘fast food’?
Question 2: How can McDonald’s encourage you to purchase their products?
Question 3: From your opinion, which is the most important part of McDonald’s brand image?
Question 4: How can McDonald’s improve their brand image in UK market? Do you have any suggestions? Can you provide more information?