Map the research design used by Donato’s for new product development.
First of all, Donatos used secondary research design to determine Americans feeding habits especially when it comes to carbohydrate foods. This was done through some of the previously done research by other restaurants such as McDonalds. Through this, they were able to determine that most people were keen on eating carbs. The secondary research design was then used for the rest of their research and this started with the development of the idea. A product prototype was developed and employee taste testing was done within the organization to determine customers' preferences. After this photographs of the food products developed were displayed for the employees to get their views. The last design used was to develop a product that was unique to ensure that it attracts the attention of customers as well as maintaining the standards of the restaurant.
Evaluate the Wassup meetings as an exploratory methodology to help define the research question
The Wassup meetings were conducted monthly with an aim of getting feedback from the employees concerning the dominant culture and the effects it could have on Donatos. It’s through these meetings that Donatos received information about people’s diet and the feeling from the culture that could be useful in developing and creating new product opportunity for the restaurant. this information was provided by each employee participating in the taste test market. The information received from the Wassup meetings could be used in developing some research questions such as the kind of diet that consumers go on; consumers diet concerning pizza what type of foods that consumers consider to be carbs.
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Evaluate the test market Donatos used. What were its advantages and
disadvantages?
After identifying the prototype product, the first test market conducted involved their employees. This played a key role in helping the organization determine the best products that maintains its standards. This test marketing also was inclusive of phone surveys to help find a suitable name for the new product. The test marketing involved two of the Donatos restaurants situated in different locations. After the successful market testing, they finally introduced the No Dough pizza. One of the advantages of the test marketing is that they were able to obtain actual results directly from the market concerning their product. Another advantage is that from the survey they were able to determine how much customers were interested in their new product. Also, it helped them determine how customers would react to the new pizza. The disadvantage to the test market was the amount of time taken to carry out the entire survey. Another disadvantage was the cost involved in the test market. Also, the fact that the test market was carried out in two of its restaurants is a disadvantage since the information collected may not have been enough to make a good decision.
What measurement scales would you have used on the survey that was part of the
in-restaurant product tests?
The survey ranking can be done in terms of percentages or degree of extent whereby such terms such as good, best, excellent, agree, disagree are used. In this case, I would use survey scales rated out of 5. The survey questions would be rated in terms of strongly disagrees, disagree, not sure agree and strongly agree. Also, these would be ranked in terms of percentages for accurate information.
