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Donato’s: Finding the New Pizza
Macy Morehart
BUSI 600: Business Research Methods
Professor Bartholomew
November 22th, 2022
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1. Map the research design used by Donato’s for new product development.
Donato's used a qualitative research design for new product development, gathering
information about the requirements and preferences of potential customers through in-depth
interviews. Qualitative research “includes an array of interpretive techniques that seek to
describe, decode, translate and otherwise come to terms with the meaning, not the frequency, of
certain more or less naturally occurring phenomena in the social world” (Schindler, 2019, p.
128). This allows for the researcher to gather an abundance of information for the study before
them, and in this case better grasp whether low-carb diet is a concept staying in the food industry
or if it will blow over as the years pass. After gathering these insights, the research team uses
them to come up with concepts for brand-new goods or services that could fulfill these demands.
Ideas are developed and then assessed based on factors including market viability, practicality,
and fit with corporate goals. The most promising concepts are then chosen by the group, and they
are developed further via extra study and development. Following this, market research is
conducted to establish the potential for the new product and to identify any prospective rivals.
After determining market potential, the product development team works to produce a product
that fits the wants and wishes of the client while also giving a competitive edge, which turned out
to be the No Dough pizza. Prototypes are built and tested during the development process to
verify that the final product fits all of the required standards. Donato's new product development
research design is both comprehensive and intensive. They collect data using a number of
methodologies, including surveys, interviews, focus groups, and ethnographic study to better
understand the drive for a low carb pizza. This enables them to gain a thorough understanding of
their customers' needs and desires.
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2. Evaluate the Wassup meetings as an exploratory methodology to help define the
research question.
A monthly schedule guides a Wassup Donato’s meeting, with each activity bringing knowledge
of popular culture and explaining its impact on Donato’s. Therefore Donato’s has so much
information about food, and the emotion that exists within the culture within the employee's
expertise may be leveraged by Donato’s to create a new product. Understanding the topic under
study is essential for fully answering the questions. This will also help guide you in the right
direction. In Psalm 32:8 it says, "I will instruct you and teach you in the way you should go; I
will counsel you with my loving eye on you" (New International Version, 2011). When
researching statistics regarding low-carb diets, 26% of food consumers are "carb-conscious."
This implies that they eat low-carb items as part of their diet. This method may be used to
construct a product development research question. Examples of research topics are whether
customers go to restaurants and what type of cuisine they eat. Whether and how the product can
be consumed with participant food. When it comes to pizza, what type of food and what shapes
should be used? Creating a relevant and good research question is very important, and "if
correctly completed, will help you to set out what it is that you want to answer" (Research
Question: The Importance of Your Research Question, 2021, Para. 4). This can aid in the
definition of the research.
3. Evaluate the test market Donato’s used. What were its advantages and
disadvantages?
After internal modeling and worker testing, Donato's conducts phone polls to determine
which name donuts should be used in that product. The research is based on the lack of diversity
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in the selection of respondents. They did the experiment at two distinct restaurants. Donato will
oversee this procedure for around 6 1/2 months, following which donations will raise sales in
184 establishments. One of the benefits is that, because it is collected directly from research
results, basic data received from research results is very safe. The other advantage is that as the
surveyors do the survey, they will have a better understanding of marketing plans and activities.
Markets have both advantages and disadvantages. These disadvantages are that it takes a long
time to develop a product and put it on the market, from product design through testing in two
restaurants. It is known that "these activities take time and may hinder the researcher from
performing other activities" (mwaikusa, 2022, para. 2). Another disadvantage is that the price can
be seen as high. This can hinder the timing of the research study as cost is taken into
consideration.
4. What measurement scales would you have used on the survey that was part of the
in-restaurant product tests?
In-store product tests are beneficial as they gather an understanding of the things that are
happening in the moment. I would have used the customers' opinions and experiences to the
restaurant's benefit. This means giving surveys to customers who are in store and also allowing a
call back number for deliveries in the area. This will allow the pizza chain to better understand
how their customers feel and how they can improve. The most useful measurement scale would
be a number scale or Likert scale since you can utilize a seven-to-nine-point scale. Participants
have the option to define their preferences and attitudes toward the products using this scale. I
would also have asked simple questions to the general public, such as It's up to you whether you
think low-carb no-dough pizza is healthy and tasty. Whether no-dough pizza helps you decide
about your pizza, whether you'll suggest no-dough pizza to your friends or peers, or how
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frequently you'll want to eat it, this can also be taken care of by inviting suggestions from
customers so that they can improve their pizza for those who are eating it. The truth is, "customer
preferences differ. If you want to stand out from your competitors, you need to ask them and
know what matters to them" (Olmstead, 2021). This is important for getting customers to return
and growing a business that is liked in the eyes of the public.
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References
Holy Bible, New International Version®, NIV® Copyright ©1973, 1978, 1984, 2011 by Biblica,
Inc.® Used by permission. All rights reserved worldwide.
mwaikusa. (2022, October 28). 5 DISADVANTAGES OF RESEARCH. GEOGRAPHY POINT -
GEOGRAPHY,HISTORY, MAPS AND GIS.
https://geographypoint.com/2020/10/disadvantages-of-research/
Olmstead, L. (2021, August 6). GetFeedback. https://www.getfeedback.com/resources/cx/the-
importance-of-customer-feedback-for-the-food-industry/
Research question: the importance of your research question. (2021, July 29). Study Higher.
https://www.studyhigher.ac.uk/our-partners/university-of-oxford/bqlq-1-2-importance-
research-question/
Schindler, P. S. (2019). Business Research Methods (Thirteen ed.). New
York:McGrawHill/Irwin.
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