A methodology has been written to ensure that the results created from a study are reliable and valid to ensure that the correct research tools are used (Marczyk et al., 2010). The purpose of this chapter is to detail this study's process to achieve the purpose and objective using a combination of primary and secondary research methods. It was found that there is extensive literature related to the topic of brand loyalty and customer satisfaction. However, there is a lack of literature within the specific fast food industry. The study found that individuals are loyal to different restaurants for different reasons and it was thought that primary research should be conducted for further research on what should be improved by the fast food industry to maintain customer loyalty. The study incorporates the use of an inductive research approach, in which a theory is created after research has been collected, rather than a deductive approach, in which a theory is created before tested only on the data collected (Engel and Schutt, 2005). first explain how the secondary research was collected and 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 that was chosen. We then discuss 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, especially books or articles by other researchers” (Brown & Rogers, 2002:10). Secondary research is analytical data that has already been collected to achieve research objectives (Saunders et al., 2012). Ghauri & Gronhaug (2010) further state that secondary research not only explains… halfway through the article… recommendations for fast food restaurant managers for increasing brand loyalty and customer satisfaction. It is a requirement for the organization to change its business strategies to follow the current trends, needs and requirements of customers (Kim et al., 2001). When a management follows the service quality model of Parasuraman et al. (1985) to modify their products according to customer needs, 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 customer's needs and requirements (Howard, 2006). This section can clearly show the expectations of consumers in the fast food industry in Manchester.