Introduction Introductory Paragraphs Marketing is a crucial part of a firm, business or financial institution. It determines the number of customers using services from the entity. As a result, it determines the profits that the business entity makes per unit time. Consequently, it determines the solvency and prosperity of the whole business. The firms, in turn, struggle to improve their marketing and advertising strategies in their system. The strategies must compete favorably with other firms that offer similar products. It must aim at adopting a strategy that leads to customers and client satisfaction. This ensures that the firms maintain their customers and gain more customers than their competitors (Kotler, 1986). In marketing, public relation officers carry out researches which aim at getting preferences from the customers. In these researches, they collect data on the perceptions and opinions of the customers. This helps the business entities to provide new services and improve the quality of current goods and services. Consequently, they retain their customer and attract others. The demand and profit margin rise simultaneously. This paper will focus on designing a research that aims at collecting opinions of the customers. Particularly, it will design a research on a restaurant offering fast food. Specifically, it will use McDonald’s restaurant for the research. History McDonald’s restaurant is found in USA offering fast food. It was started in the year 1940 by Maurice and Richard at San Bernardino. In 1948, the restaurant improvised a speed serving system which increased efficiency and gained more customers than earlier. The company changed administrative bodies of management severally. In addition, it has changed the logo for a number of times due to marketing and advertisement. The restaurant operates in 119 countries around the world. In the countries, it has thirty four thousand restaurants that operate under the headquarters in Illinois. The restaurant offers sandwiches, breakfast, soft drinks and desserts. The restaurants in other countries deviate from the standard menu fitting the countries culture. For example, china serves soup while the Indian restaurants refrain from serving beef. This is due to the religious taboos that exist in the country. They have the outdoor and indoor serving that fits the customer’s choices and decisions. Therefore, the restaurant is an all-inclusive restaurant that fits every social class. Statement of Problem The restaurant has grown rapidly in accordance to history. However, various criticisms have been directed to fast food. The critics target the menu, practices of business and the expansion of the business. For example, Morris group had designed leaflets which aimed at criticizing the health status of the restaurants. In 2004, a documentary called Super-Size blamed the company for increased cases of obesity. The criticisms that revolve around fast foods have affected growth of the restaurant. For the last two years, the restaurant has been progressing in a slower pace than the previous years. This has posed a serious challenge to the overall profitability and the solvency of the company. As a