A methodology is written to ensure that the results created from a study are reliable and valid to ensure that appropriate research instruments are used (Marczyk et al., 2010). The purpose of this chapter is to detail the process of this study to achieve the aim and objective using a combination of primary and secondary research methods. There is a wide range of literature on the topic of brand loyalty and customer satisfaction. However, there is a lack of literature on the specific fast food sector. The study found that individuals are loyal to different restaurants for different reasons and it was thought that primary research should be conducted to further investigate what should be improved by the fast food industry to maintain customer loyalty. customers. The study incorporates the use of an inductive research approach, where a theory is created after the research is collected, rather than a deductive approach, where a theory is first created only tested by the collected data (Engel and Schutt, 2005). First explain how secondary research was collected and will provide a framework to illustrate the collection of primary research. The chapter will discuss the use of the pilot study and the type of sampling chosen. It then explains exactly how the study was conducted and how the data was analyzed. 3.2 SECONDARY RESEARCH “Secondary research includes any research based on secondary sources, particularly the books or articles of other researchers” (Brown and Rogers, 2002: 10). Secondary research consists of analyzes of data that have already been collected to achieve the research objectives (Saunders et al., 2012). Ghauri & Gronhaug (2010) further assert that secondary research not only explains...... in middle of article...... fast food restaurant managers' recommendations for increasing brand loyalty and customer satisfaction. It is necessary for organizations to change their business strategies to keep up with current trends, customer needs and requirements (Kim et al., 2001). When a management follows the service quality model of Parasuraman et al. (1985) by modifying their products according to customer requirements, they will be more likely to succeed in the era of intense competition (Cater and Cater, 2009). This is one of the reasons why companies are more interested in identifying the requirements of their target customers so that they can ensure that the organization's products are developed exactly according to the needs and requirements of the customers (Howard, 2006 ). This section clearly shows consumer expectations in the fast food industry in Manchester.