Marketing Research Project Presentation Yukselulgen

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

ORGANIZATIONAL ORGANIZATIONAL BACKGROUNDBACKGROUNDA Small Turkish Software &

Hardware CompanyServices

◦Consultancy◦Software & Hardware Development

Products◦Voice Over IP Project◦Now – Touch-Screen Ordering

System





System





System

Touch-Screen Ordering Touch-Screen Ordering SystemSystemTo be used in restaurants, cafes,

hotel lobbies, etc.Menu


hotel lobbies, etc.MenuOrder


hotel lobbies, etc.MenuOrderEvaluation


hotel lobbies, etc.MenuOrderEvaluationCheck


hotel lobbies, etc.MenuOrderEvaluationCheckGames


hotel lobbies, etc.MenuOrderEvaluationCheckGamesAdvertising

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

RESEARCHRESEARCHSecondary Research :

◦Several countries in the world United States United Kingdom


◦ 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


◦ 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

RESEARCHRESEARCHPrimary Research:

◦2 surveys Business Owner Survey Customer Survey


◦Business Owner Survey: 6 people Different kinds of restaurants

Mid-segment Luxurious


◦Business Owner Survey: 10 questions

2 open-ended 8 fixed

3 Interval Scale 4 Nominal Scale 1 Ordinal Scale


◦Customer Survey 6 people 3female, 3 male

RESEARCHRESEARCHCustomer Survey

◦11 questions 2 open-ended 10 fixed

3 interval scale 7 nominal scale

One has two parts

FINDINGSFINDINGS

FINDINGSFINDINGS

FINDINGSFINDINGS

What part, service, and product of your management would you like to improve?

FINDINGSFINDINGS

Importance rank of restaurant aspects for customers

FINDINGSFINDINGS

FINDINGSFINDINGS

CONCLUSIONSCONCLUSIONSOwners:

◦Useful feedbacks◦Waiters◦Improvement, modification

CONCLUSIONSCONCLUSIONS Owners:

◦ Useful feedbacks

◦ Waiters

◦ Improvement, modification

Customers:◦Menu◦Questions to Waiters◦Wrong order◦Fun

RECOMMENDATIONSRECOMMENDATIONSMid-segment, luxurious placesFeedback AdvertisementFood Service

THANK YOU!THANK YOU!

ANY QUESTIONS?