Secondary examination is the " analysis of data by researchers who will not likely have been active in the collection of these data, to get purposes that in all likelihood weren't envisaged by simply those accountable for the data collectionвЂќ (Bryman & Bell, 2011). Secondary analysis, included on the net desk analysis and recognized documents, is an essential methodology used in the business analyze.
With this study, the annual statement and reference point document of KFC and McDonald's, data in printed paper, posted books and journals are the main likely sources, in addition to the consulting reviews from talking to companies and meeting minutes of industrial summit. The financial data is usually focus on the business performance on the annual record from leading fast food firms.
On one hand, according to Bryman and Bell's evaluation in their book, the supplementary research is considered by every business researchers. Desk research offers top quality data with lower cost and time due to the rational treatment, widely variety of regions and experienced experts. Meanwhile, supplementary analysis provides the opportunity for longitudinal analysis and cross-cultural examination. Desk research provides a comprehensive portfolio of data and research outcomes for this study in the changeable and cross-cultural business environment, in order to determine the difference between KFC and McDonald's in Chinese market. At the same time, the initial culture effect Chinese buyer behaviour after they purchase take out. The secondary research from other scholars who have interested in competitive strategy and Chinese take out environment could broaden the horizons with this study and make it clear and credibly.
A single the furthermore, there are several restrictions about the desk research used in this study. Firstly, the dataset is generated by other organisations and researchers so that it is barely very familiar with the framework and content required at this time study. Secondly, the large volumes of prints of data and research result...