Market Research & Development, Inc. (MR&D) partnered with The Research Central to conduct a quantitative study examining consumer behavior, brand perception, and customer satisfaction within Guam’s quick-service restaurant (QSR) industry. The project aimed to better understand purchasing patterns and market positioning by surveying individuals aged 16 and older who had visited a fast-food restaurant within the past three months.
MR&D implemented a hybrid data collection approach utilizing Computer-Assisted Telephone Interviewing (CATI) for recruitment and Computer-Assisted Self-Interviewing (CASI) for survey completion. A total of 300 respondents were recruited through MR&D’s calling center and directed to a 25-minute online survey programmed using the Alchemer platform. The methodology included questionnaire development support, pilot testing, enumerator training, and full oversight of fieldwork operations to ensure data quality and respondent engagement.
Throughout the eight-week project, MR&D provided ongoing monitoring, quality assurance, and progress reporting. Upon completion, MR&D delivered a cleaned dataset in SPSS/Excel format along with a topline analysis highlighting key findings related to consumer preferences, satisfaction drivers, and competitive positioning within the fast-food market.
The study provided The Research Central with actionable insights to inform strategic decision-making, marketing initiatives, and brand positioning within Guam’s highly competitive quick-service restaurant sector.