The Video

The video was taken at McDonald's at AEON Alpha Angle in Wangsa Maju Kuala Lumpur.
A total 145 minutes was recorded for the purpose of this research,.
Due to the limitations of the hardware used to combine and edit the video, a total of another 6 hours was used to produce this video.

Please enjoy the video in full HD at 1080p for the best viewing and audio experience.

The day of observation

The video and observation was done was on the 21st of June 2013. We arrived at the location at 1 something. After getting the right location to sit and observe, we manage to set up and do what we needed to do before starting to record at about 1pm.

A view of how it was and how it looked like from my point of view.

Picture taken around 6 something

The timing of the videos taken were from 1pm to 9pm and the time estimations for each recordings were as follow  :

Sitting at the same seat for 8 hours plus hours was not easy but we definitely made it. The results of the observation will be found in another post of this blog.

The Company

The company chosen by me for this project is McDonald's, one of the market leader in the fast food industry in the world. The brand and company is not unfamiliar with the people and is the largest fast food chain in Malaysia as well. 

Following will be a brief introduction of the company for those that is still unfamiliar with the history of the company.

'Ray Kroc was the exclusive distributor of a milk shake maker called the Multimixer. Meanwhile, two brothers, Richard and Maurice McDonald owned and ran a hamburger restaurant in San Bernadino, California, in the 1950s. Ray Kroc heard how well the McDonald brothers were doing using his Multimixers to serve their customers. He met up with them and acquired the franchising right from them to run McDonald's restaurants.

A great success story was in the making. In 1955, Ray Kroc founded the McDonald's Corporation and opened the first restaurant in Des Plaines, Illinois. In 1961, he bought out the McDonald brothers.
And the rest, as they say, is history. McDonald's grew into the largest restaurant organisation in the world. Today, there are more than 33,000 McDonald's restaurants in 119 countries. Ray Kroc died in 1984 but his legacy is very much alive. His success story continues with McDonald's families of employees, franchisees and suppliers. His commitment, dedication and achievements continue to live on at McDonald's restaurants across the world.' (Source from http://www.mcdonalds.com.my/abtus/corpinfo/history.asp)

In December 1980, Golden Arches Restaurants Sdn. Bhd won the licence to operate McDonald’s in Malaysia. After that, the first McDonald’s restaurant subsequently opened its doors at Jalan Bukit Bintang on 29 April 1982.

Old skool picture.

As for my research, I picked the McDonald's in AEON Alpha Angle in Wangsa Maju Kuala Lumpur.

The outlet.

A picture of myself right in front of the counter for 6 hours.

About 17 videos of 9 to 12 minutes video (due to the inefficiency of the camera I was using) were taken and later combined which could be found in this blog.

In this post I would also like to thank my friends that were with me throughout the whole duration of the video taking process. Thank You.

An Introduction

I am Chan Ee Rick, a student from Tunku Abdul Rahman College taking the course ABDM4064 Business Research. The sole purpose of this blog is created simply to show results of observations that I've conducted for my assignment.

The topic that I have adopted is "To determine who are the customers of McDonald's desserts".

Here in this blog you will see the video and data that I've collected for this research.

Do note that this project and research is in no way sponsored, endorsed or administered by, or associated with any other Companies and is solely for my assignment purpose only. The information you read here will only be used for this application only and will not be provided to any 3rd party organization.

Thank You for your support.