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MRKT3002 MARKETING RESEARCH
ASSESSMENT 3 BRIEF
Assessment 3 Summary

Task Description
For Assessment 3 you are to demonstrate your understanding of data measurement, scaling and the
principles of effective questionnaire design by designing an online survey questionnaire that could
be used to assess consumer preferences for the local fast food restaurants that were mentioned in
the case study ‘Declining sales at KFC Brixton’.
Rationale
Through the successful completion of this assessment task you will:
1. Demonstrate an understanding of the questionnaire design process
2. Determine the design and content of an online survey questionnaire that will allow you to
assess consumer preferences for the local fast food restaurants
3. Demonstrate an understanding of the different measurement and scaling concepts as they
relate to the purpose of the survey questionnaire
4. Design an appropriate online survey questionnaire that maximises the ability and willingness
of respondents to answer the survey questions.
Task Instructions
Based on the case study information provided in Assessment 1 and 2, your task for assessment 3 is to:
1. Work through the steps in the questionnaire design process to create a survey questionnaire
2. Design a survey questionnaire that would allow you to obtain the information you need
from the target population to assess consumer preferences for the local fast food
restaurants outlined in the case study ‘Declining sales at KFC Brixton’
3. When designing the survey questionnaire, you must
a. Consider the need for a screening question
b. Consider the order of the questions and the wording of the questions so as to
maximise the ability and willingness of respondents to answer the questions
c. Include at least one question that captures nominal data
d. Include at least one question that uses a ratio scale
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e. Include at least one question that uses a non-comparative scale
f. Include at least one question that uses rank order scaling
Resources
This assessment task is based on the same case study you worked on in Assessment 1 and 2 –
‘Declining sales at KFC Brixton’
Case study: Declining sales at KFC Brixton
KFC Franchisee John Smith had noticed a concerning trend of declining sales over the past 6 months
in his KFC restaurant located in the rural town of Brixton. John had owned the business for 10 years
and it had performed consistently well over that time. However, for the past 6 months, from August
2021 until the end of February 2022 the restaurant hadn’t met its monthly sales targets.
The town of Brixton was a small country town located in regional New South Wales, with a population
size of 40,000 people. Many locals were farmers, local business owners and there was also a large
student population who attended the local high schools and university. KFC’s customers consisted of
a mix of students, tradespeople, commuters and CBD workers.
KFC competed with several other fast food establishments in the town, which like KFC, offered
customers the convenience of fast food at low prices. Direct competitors included McDonalds, Hungry
Jacks and Domino’s Pizza. All of these fast food restaurants had been operating in the town for
approximately the same length of time.
KFC, Hungry Jacks and Domino’s Pizza were all located on the same arterial road which ran through
the town. John considered the location of his restaurant a strength as many customers preferred to
use the drive through takeaway facility rather than dining in the restaurant. However increased traffic
in the drive through facility had become an issue over time and queuing traffic in the drive through
often spilled out onto the main road causing traffic congestion. McDonalds and Domino’s Pizza also
offered their customers the convenience of a home delivery option.
McDonalds was located on the other side of town in easy walking distance from many of the local
primary schools, high schools and sporting grounds. Hungry Jacks had recently launched a new crispy
chicken burger product line which was heavily promoted on TV and radio and seemed to be a popular
choice among the student population. Domino’s pizza often ran promotions on weekdays with large
pizzas being sold for only $5 each, making it difficult for KFC to compete on price. Three new trendy
casual dining restaurants had also recently opened up in the town centre, selling a range of gourmet
burgers, pizzas and burritos in a casual alfresco setting.
John had spent the past few weeks visiting the other competitor restaurants to see what their level of
customer patronage was and was surprised to find that all restaurants appeared to have a steady flow
of customers more than what he was experiencing at his own restaurant. But he was at a loss as to
why sales at his restaurant were declining and what changes he needed to make to his marketing
strategy to turn the situation around. So, he has hired your marketing research company to help him
to identify and collect the information he needs to determine the best course of action moving
forward.
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Referencing style
References are not required for this assessment task.
Submission
You will submit your assessment via Turnitin.
Assessment Criteria and marking rubric
The marking criteria and rubric for Assessment 3 is provided below.

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