marketing research project presentation yukselulgen
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TOUCH-SCREEN ORDERING TOUCH-SCREEN ORDERING SYSTEM MARKETING SYSTEM MARKETING RESEARCH PROJECT for RESEARCH PROJECT for ROKA Inc.ROKA Inc.
Yuksel ULGEN02/11/09
MARKETING RESEARCH & STRATEGIC APPLICATIONS
George SCARVELIS
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ORGANIZATIONAL ORGANIZATIONAL BACKGROUNDBACKGROUNDA Small Turkish Software &
Hardware CompanyServices
◦Consultancy◦Software & Hardware Development
Products◦Voice Over IP Project◦Now – Touch-Screen Ordering
System
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ORGANIZATIONAL ORGANIZATIONAL BACKGROUNDBACKGROUNDA Small Turkish Software &
Hardware CompanyServices
◦Consultancy◦Software & Hardware Development
Products◦Voice Over IP Project◦Now – Touch-Screen Ordering
System
![Page 4: Marketing Research Project Presentation Yukselulgen](https://reader035.vdocuments.us/reader035/viewer/2022081602/54b9c1e54a7959a4738b4706/html5/thumbnails/4.jpg)
ORGANIZATIONAL ORGANIZATIONAL BACKGROUNDBACKGROUNDA Small Turkish Software &
Hardware CompanyServices
◦Consultancy◦Software & Hardware Development
Products◦Voice Over IP Project◦Now – Touch-Screen Ordering
System
![Page 5: Marketing Research Project Presentation Yukselulgen](https://reader035.vdocuments.us/reader035/viewer/2022081602/54b9c1e54a7959a4738b4706/html5/thumbnails/5.jpg)
Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.Menu
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Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrder
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Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrderEvaluation
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Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrderEvaluationCheck
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Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrderEvaluationCheckGames
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Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,
hotel lobbies, etc.MenuOrderEvaluationCheckGamesAdvertising
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ProblemProblemRoka is a new companyTouch-Screen Ordering System is
a new productA good marketing researchMain point:
UNDERSTANDING THE UTILITY OF TOUCH-SCREEN ORDERING SYSTEM BEFORE THE
DEVELOPMENT AND LAUNCHING PROCESS
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RESEARCHRESEARCHSecondary Research :
◦Several countries in the world United States United Kingdom
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RESEARCHRESEARCHSecondary Research :
◦ Several countries in the world United States United Kingdom
◦46% of all adults in America indicate a likelihood of using these systems at a restaurant. Hudson Riehle – NATIONAL RESTAURANT ASSOCIATION
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RESEARCHRESEARCHSecondary Research :
◦ Several countries in the world United States United Kingdom
◦ 46% of all adults in America indicate a likelihood of using these systems at a restaurant. Hudson Riehle – NATIONAL RESTAURANT ASSOCIATION
◦“It’s cooler placing your own order on the computer than having a waitress come up and do it” A restaurant customer Amanda Rosengarten
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RESEARCHRESEARCHPrimary Research:
◦2 surveys Business Owner Survey Customer Survey
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RESEARCHRESEARCHPrimary Research:
◦Business Owner Survey: 6 people Different kinds of restaurants
Mid-segment Luxurious
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RESEARCHRESEARCHPrimary Research:
◦Business Owner Survey: 10 questions
2 open-ended 8 fixed
3 Interval Scale 4 Nominal Scale 1 Ordinal Scale
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RESEARCHRESEARCHPrimary Research:
◦Customer Survey 6 people 3female, 3 male
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RESEARCHRESEARCHCustomer Survey
◦11 questions 2 open-ended 10 fixed
3 interval scale 7 nominal scale
One has two parts
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FINDINGSFINDINGS
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FINDINGSFINDINGS
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FINDINGSFINDINGS
What part, service, and product of your management would you like to improve?
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FINDINGSFINDINGS
Importance rank of restaurant aspects for customers
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FINDINGSFINDINGS
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FINDINGSFINDINGS
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CONCLUSIONSCONCLUSIONSOwners:
◦Useful feedbacks◦Waiters◦Improvement, modification
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CONCLUSIONSCONCLUSIONS Owners:
◦ Useful feedbacks
◦ Waiters
◦ Improvement, modification
Customers:◦Menu◦Questions to Waiters◦Wrong order◦Fun
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RECOMMENDATIONSRECOMMENDATIONSMid-segment, luxurious placesFeedback AdvertisementFood Service
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THANK YOU!THANK YOU!
ANY QUESTIONS?