Questionnaire On Mcdonald 's Csr Activities

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3.8.2.2 Description of questionnaire All the questions in this questionnaire (See table 2) are try to test the hypotheses that are made in chapter two and all the questionnaires are generated from the academic articles. And the questionnaire incorporates six sections with 24 questions (see Appendix A), the first section is about the demographic questions in order to find out the personal questions, such as age, gender, education level and occupation. This is because different participators from those aspects may have different social backgrounds, which may contribute to various perceptions towards McDonald’s CSR activities, and the participators in the same group may have the same opinions. The second section of the questionnaire is to find out participators’ basic information about McDonald’s, which includes the participants’ frequency to eat McDonald’s, the reason that motivates them to eat McDonald’s etc. Based on this section, this research can understand participants’ basic attitude towards McDonald’s, at the same time, this section is to get prepared for the next section. The objective of section three is to find out participators’ perception towards McDonald’s CSR-Environment activities by using different scales, and trying to investigate, to what extent, do they think McDonald’s CSR-Environment activities are necessary. Section four has the similar design as section three, variety of CSR-Society activities that McDonald’s has done were used to find out participators’ perceptions towards those activities. Section five aims to test participators’ attitude towards McDonald’s functional brand image, and similarly, the last section tries to examine participators’ attitudes towards McDonald’s emotional brand image. Specifically... ... middle of paper ... ...rmation and their basic opinions about McDonald’s in order to find out whether same group of participators have similar opinions of McDonald’s. The third part is to examine the reliability and validity of this scale, Cronbach’s alpha will be used to test the reliability for each construct, and the construct validity will be tested through the correlation analysis. The fourth part is to check the statistical significance of the data by utilizing independent sample t-test. The last part is to test the hypotheses that are conducted in chapter two, and Linear-regression analysis will be employed to investigate the relationship between the dependent and independent variables, especially to predict an outcome (Pallant, 2010). Especially, The standard regression will be selected because this research only checks the relationship between one single independent and dependent.

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