Business Market Research: Correlation between Customer Satisfaction, Likelihood of Recommendation, and Price Sensitivity

This market report is based on a survey conducted by Burke marketing research firm on behalf of Dell Company. The survey sought to establish customers’ loyalty towards Dell products, extent of their recommendations to other customers and also find out if there are any correlations behaviors with customers’ demographics. The report includes statistical findings on the correlation between customer satisfaction, likelihood of recommendation, and price sensitivity with demographic characteristics such as age, gender, income level, and education level.

Business market research 1
Name:
Institution:
Date:

Business market research 2
Introduction
Marketing research has become an important aspect in the world of business today. Due to the
rise in competition, companies have been compelled to move a notch higher to understand their
customers better. This can only be made possible through marketing research. This market report
is based on a survey conducted by Burke marketing research firm on behalf of Dell Company.
The survey sought to establish customers’ loyalty towards Dell products, extent of their
recommendations to other customers and also find out if there are any correlations behaviors
with customers’ demographics. The research findings are expected to be used by the company’s
management to better their services to consumers and thus increase their profit margins.
Statistical findings
Question one
a) Test for relationship between overall satisfaction with age, gender, income level and
education level.
I. Test for relationship between overall satisfaction and age
Table of correlation results
Correlations
Overall, how
satisfied are you
with your Dell
computer
system?
Which of the
following best
describes your
age?
Overall, how satisfied are
you with your Dell computer
system?
Pearson Correlation 1 .003
Sig. (2-tailed) .951
N 372 372
Which of the following best
describes your age?
Pearson Correlation .003 1
Sig. (2-tailed) .951
N 372 372
Table 1

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It can be observed that the Pearson correlation coefficient between the two variables is 0.003.
This is an indication that there is a very weak but positive relationship or correlation between
satisfaction with dell computers and age.
II. Test for relationship between overall satisfaction and household annual
income before taxes.
Table of correlation results
Correlations
Overall, how
satisfied are you
with your Dell
computer
system?
Which of the
following best
describes your
households’
total yearly
income before
taxes?
Overall, how satisfied are
you with your Dell computer
system?
Pearson Correlation 1 -.113*
Sig. (2-tailed) .039
N 372 334
Which of the following best
describes your households
total yearly income before
taxes?
Pearson Correlation -.113* 1
Sig. (2-tailed) .039
N 334 334
*. Correlation is significant at the 0.05 level (2-tailed).
Table 2
It can be observed that the Pearson correlation coefficient between the two variables is -0.113.
This is an indication that there is a very weak and negative relationship or correlation between
satisfaction with dell computers and household annual income.

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III. Test for relationship between overall satisfaction and gender
Table of correlation results
Correlations
Overall, how
satisfied are you
with your Dell
computer
system?
Gender
Overall, how satisfied are
you with your Dell computer
system?
Pearson Correlation 1 .018
Sig. (2-tailed) .727
N 372 372
Gender
Pearson Correlation .018 1
Sig. (2-tailed) .727
N 372 372
Table 3
It can be observed that the Pearson correlation coefficient between the two variables is 0.018.
This is an indication that there is a very weak but positive relationship or correlation between
satisfaction with dell computers and gender.
IV. Test for relationship between overall satisfaction and level of education.
Table of correlation results
Correlations
Overall, how
satisfied are you
with your Dell
computer
system?
What was the
last grade of
school you
completed?
Overall, how satisfied are
you with your Dell computer
system?
Pearson Correlation 1 -.031
Sig. (2-tailed) .555
N 372 372
What was the last grade of
school you completed?
Pearson Correlation -.031 1
Sig. (2-tailed) .555
N 372 372
Table 4

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It can be observed that the Pearson correlation coefficient between the two variables is -0.031.
This is an indication that there is a very weak but and negative relationship or correlation
between satisfaction with dell computers and level of education.
b) Test for relationship between likelihood to recommend a friend and age, gender,
level of education and income.
I. Test for relationship between likelihood to recommend a friend and age
Table of correlation results
Correlations
How likely would
you be to
recommend Dell
to a friend or
relative?
Which of the
following best
describes your
age?
How likely would you be to
recommend Dell to a friend
or relative?
Pearson Correlation 1 .001
Sig. (2-tailed) .988
N 372 372
Which of the following best
describes your age?
Pearson Correlation .001 1
Sig. (2-tailed) .988
N 372 372
Table 5
It can be observed that the Pearson correlation coefficient between the two variables is 0.001.
This is an indication that there is a very weak but positive relationship or correlation between
likelihood of recommendation and age.

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II. Test for correlation between likelihood to recommend a friend and annual
household income
Table of correlation results
Correlations
How likely would
you be to
recommend Dell
to a friend or
relative?
Which of the
following best
describes your
households total
yearly income
before taxes?
How likely would you be to
recommend Dell to a friend
or relative?
Pearson Correlation 1 -.069
Sig. (2-tailed) .206
N 372 334
Which of the following best
describes your households
total yearly income before
taxes?
Pearson Correlation -.069 1
Sig. (2-tailed) .206
N 334 334
Table 6
From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is -0.069. This is an indication that there is a very weak and negative relationship or
correlation between likelihood of recommendation and household annual income.

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III. Test for correlation between likelihood to recommend and gender
Table of correlation results
Correlations
How likely would
you be to
recommend Dell
to a friend or
relative?
Gender
How likely would you be to
recommend Dell to a friend
or relative?
Pearson Correlation 1 -.027
Sig. (2-tailed) .597
N 372 372
Gender
Pearson Correlation -.027 1
Sig. (2-tailed) .597
N 372 372
Table 7
From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is -0.027. This is an indication that there is a very weak and negative relationship or
correlation between likelihood of recommendation and gender.

Business market research 8
IV. Test for correlation between likelihood to recommend and level of education
Table of correlation results
Correlations
If you could
make your
computer
purchase
decision again,
how likely would
you be to
choose Dell?
What was the
last grade of
school you
completed?
If you could make your computer purchase decision
again, how likely would you be to choose Dell?
Pearson Correlation 1 .011
Sig. (2-tailed) .837
N 372 372
What was the last grade of school you completed?
Pearson Correlation .011 1
Sig. (2-tailed) .837
N 372 372
Table 8
From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is 0.011. This is an indication that there is a very weak but positive relationship or
correlation between likelihood of recommendation and level of education.

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QUESTION TWO
a) Test of correlation between price sensitivity (5% increase) and demographic
characteristics
i. Test for correlation between price sensitivity (5% increase) and gender
Table of relationship results
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R .044 .036 .848 .397c
Ordinal by Ordinal Spearman Correlation .003 .052 .059 .953c
N of Valid Cases 372
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table 9
From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is 0.044. This is an indication that there is a very weak but positive relationship or
correlation between price sensitivity after 5% increase and gender.
ii. Test for relationship between price sensitivity (5% increase) and annual income
Table of relationship results
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.021 .052 -.391 .696c
Ordinal by Ordinal Spearman Correlation -.136 .055 -2.506 .013c
N of Valid Cases 334
a. Not assuming the null hypothesis.
Table 10

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From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is -0.021. This is an indication that there is a very weak negative relationship or
correlation between price sensitivity after 5% increase and household annual income.
iii. Test for relationship between price sensitivity (5% increase) and age
Table of relationship results
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R .012 .029 .229 .819c
Ordinal by Ordinal Spearman Correlation -.018 .052 -.341 .733c
N of Valid Cases 372
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table 11
From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is 0.12. This is an indication that there is a very weak but positive relationship or
correlation between price sensitivity after 5% increase and age.
iv. Test for relationship between price sensitivity (5% increase) and level of education
Table of relationship results
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.041 .027 -.782 .435c
Ordinal by Ordinal Spearman Correlation -.054 .053 -1.041 .299c
N of Valid Cases 372
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table 12

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From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is -0.041. This is an indication that there is a very weak and negative relationship or
correlation between price sensitivity after 5% increase and level of education.
b) Test of correlation between price sensitivity (10% increase) and demographic
characteristics
i. Test for correlation between price sensitivity (10% increase) and gender
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.032 .052 -.612 .541c
Ordinal by Ordinal Spearman Correlation -.028 .052 -.546 .585c
N of Valid Cases 372
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table 13
From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is -0.32. This is an indication that there is a very weak and negative relationship or
correlation between price sensitivity after 10% increase and gender.
ii. Test for correlation between price sensitivity (10% increase) and level of income
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.115 .053 -2.101 .036c
Ordinal by Ordinal Spearman Correlation -.123 .054 -2.252 .025c
N of Valid Cases 334
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table 14

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From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is -0.115. This is an indication that there is a very weak and negative relationship or
correlation between price sensitivity after 10% increase and level of income.
iii. Test for correlation between sensitivity (10% increase) and age
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.019 .054 -.361 .718c
Ordinal by Ordinal Spearman Correlation .008 .053 .159 .874c
N of Valid Cases 372
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table 15
From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is -0.019. This is an indication that there is a very weak and negative relationship or
correlation between price sensitivity after 10% increase and age.
iv. Test for correlation between sensitivity (10% increase) and level of education
Results table
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.064 .056 -1.240 .216c
Ordinal by Ordinal Spearman Correlation -.062 .052 -1.198 .232c
N of Valid Cases 372
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.
Table 16

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From the table above, it can be observed that the Pearson correlation coefficient between the two
variables is -0.064. This is an indication that there is a very weak and negative relationship or
correlation between price sensitivity after 10% increase and level of education.
QUESTION THREE
Test for the difference in satisfaction between those who are satisfied with dell computer
system in terms of question 8.
Since this is a test for the difference between two samples, a paired sample t-test is employed in
to establish the difference. The hypothesis is as below;
Hypothesis
H0: There is no significant difference between the two satisfaction groups.
Versus
H1: There is a significant difference between the two satisfaction groups
Results table
Paired Samples Test
Paired Differences t df Sig. (2-
tailed)Mean Std.
Deviation
Std. Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair 1 satisfaction_group1 -
satisfaction_group2
-.01833 .12624 .00986 -.03780 .00114 -1.859 163 .065
Table 17
The results table above indicates that p-value calculated is 0.065. This value is greater than the
level of significance which is 0.05. The decision therefore is to accept the null hypothesis and
conclude that there is no significant difference between the two satisfaction groups.

Business market research 14
QUESTION FOUR
Test for the difference in likelihood to recommend between those who are would
recommend and those who will not recommend friends in terms of question 8.
Since this is a test for the difference between two samples, a paired sample t-test is employed in
to establish the difference. The hypothesis is as below;
Hypothesis
H0: There is no significant difference between the two groups who will and those who will not
recommend friends.
Versus
H1: There is a significant difference between the two groups who will and those who will not
recommend friends.
Results table
Paired Samples Test
Paired Differences t df Sig. (2-tailed)
Mean Std.
Deviation
Std. Error
Mean
95% Confidence Interval
of the Difference
Lower Upper
Pair 1
likelihood_gr
oup1 -
likelihood_gr
oup2
.71884 1.69031 .14712 .42779 1.00988 4.886 131 .000
Table 18
The results table above indicates that p-value calculated is 0.00. This value is less than the level
of significance which is 0.05. The decision therefore is to reject the null hypothesis and conclude
that there is no significant difference between there is a significant difference between the two
groups who will and those who will not recommend friends.

Business market research 15
QUESTION FIVE
Is the mean of responses to Q8_1 (makes ordering a computer system easy) and Q8_2 (lets
customers order computer systems customized to their specifications) different?
Since this is a test for the difference between two samples, a paired sample t-test is employed in
to establish the difference. The hypothesis is as below;
Hypothesis
H0: There is no significant difference in the mean responses between (makes ordering a computer
system easy) and (lets customers order computer systems customized to their specifications)
Versus
H1: There is a significant difference in the mean responses between (makes ordering a computer
system easy) and (lets customers order computer systems customized to their specifications)
Results table
Paired Samples Test
Paired Differences t df Sig. (2-
tailed)Mean Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair 1
And how much do you agree that
Dell Computers makes ordering a
computer system easy? - And how
much do you agree that Dell lets
customers order computer systems
customized to their specifications?
.15989
2
1.633187 .08502
0
-.007295 .327078 1.881 368 .061
Table 19
The results table above indicates that p-value calculated is 0.061. This value is greater than the
level of significance which is 0.05. The decision therefore is to accept the null hypothesis and
conclude that there no significant difference in the mean responses between (makes ordering a

Business market research 16
computer system easy) and (lets customers order computer systems customized to their
specifications)
QUESTION 6
Is the mean responses to (has computers that run programs quickly) and (has high quality
computers with no technical problems) different?
Since this is a test for the difference between two samples, a paired sample t-test is employed in
to establish the difference. The hypothesis is as below;
Hypothesis
H0: There is no significant difference in the mean responses between the response (has computers
that run programs quickly) and (has high quality computers with no technical problems).
Versus
H1: There is a significant difference in the mean responses between the response (has computers
that run programs quickly) and (has high quality computers with no technical problems)
different.
Results table
Paired Samples Test
Paired Differences t df Sig. (2-
tailed)Mean Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair 1
And how much do you agree that
Dell has computers that run
programs quickly? - And how
much do you agree that Dell
Computers has high-quality
computers with no technical
problems?
-.14441 2.26240 .11810 -.37665 .08782 -1.223 366 .222
Table 20

Business market research 17
The results table above indicates that p-value calculated is 0.22. This value is greater than the
level of significance which is 0.05. The decision therefore is to accept the null hypothesis and
conclude that there is no significant difference in the mean responses between the responses (has
computers that run programs quickly) and (has high quality computers with no technical
problems).
QUESTION SEVEN
Can overall satisfaction (Q4) be explained in terms of all thirteen evaluations of Dell (Q8_1
to Q8_13?)
Regression analysis result tables
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .301a .090 .088 .47562
2 .535b .287 .257 .42913
Table 21
From the regression model summary table above, it can be observed that the R-square value is
0.09. This means that the dependent variables can only explain 9% of the variation in the
dependent variable. This is an indication that the model is not the fit hence the independent
variables cannot be used to explain overall satisfaction.
QUESTION EIGHT
Can the likelihood of choosing Dell (Q6) be explained in terms of all thirteen evaluations of
Dell (Q8_1 to Q8_13) when the independent variables are considered simultaneously?
Regression analysis results table
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .178a .032 .024 1.02733
a. Predictors: (Constant), likelihood_group2
Table 22

Business market research 18
From the regression model summary table above, it can be observed that the R-square value is
0.032. This means that the dependent variables can only explain 3.2% of the variation in the
dependent variable. This is an indication that the model is not the fit hence the independent
variables cannot be used to explain likelihood of choosing dell computers.
CONCLUSIONS AND RECOMMENDATIONS
The survey results have exposed various market behaviors as regards to Dell products
consumption. It has been found that there was little correlation between satisfaction and various
demographics such as age, gender, educational level and income level. Most of the correlation
coefficient ranged between 0 and 0.2 on both negative and positive sides. This is an indication
that at no one case does consumption of dell products such as computers and notebooks affected
by gender, age or educational level. This is a pointer to the management that they should not
segment their market focusing much on these demographics as a way of finding customized
products for them. They should give their market a general approach. The research study also
found that in terms of efficiency of the computers and their utilities, there was no significant
difference in response in those who felt they were satisfied and those who felt they were not
satisfied. This scenario should be analyzed keenly by the management since it is interesting to
realize that the response of two sides with opposite interest has no significant difference when it
came to satisfaction. This could mean that the consumers have no specials loyalty to the
products. This research survey recommends further research to this.

Business market research 19
APPENDIX
Correlations
Overall, how
satisfied are you
with your Dell
computer
system?
Which of the
following best
describes your
age?
Overall, how satisfied are
you with your Dell computer
system?
Pearson Correlation 1 .003
Sig. (2-tailed) .951
N 372 372
Which of the following best
describes your age?
Pearson Correlation .003 1
Sig. (2-tailed) .951
N 372 372
Table 1
Correlations
Overall, how
satisfied are you
with your Dell
computer
system?
Which of the
following best
describes your
households’
total yearly
income before
taxes?
Overall, how satisfied are
you with your Dell computer
system?
Pearson Correlation 1 -.113*
Sig. (2-tailed) .039
N 372 334
Which of the following best
describes your households
total yearly income before
taxes?
Pearson Correlation -.113* 1
Sig. (2-tailed) .039
N 334 334
*. Correlation is significant at the 0.05 level (2-tailed).
Table 2

Business market research 20
Correlations
Overall, how
satisfied are you
with your Dell
computer
system?
Gender
Overall, how satisfied are
you with your Dell computer
system?
Pearson Correlation 1 .018
Sig. (2-tailed) .727
N 372 372
Gender
Pearson Correlation .018 1
Sig. (2-tailed) .727
N 372 372
Table 3
Correlations
Overall, how
satisfied are you
with your Dell
computer
system?
What was the
last grade of
school you
completed?
Overall, how satisfied are
you with your Dell computer
system?
Pearson Correlation 1 -.031
Sig. (2-tailed) .555
N 372 372
What was the last grade of
school you completed?
Pearson Correlation -.031 1
Sig. (2-tailed) .555
N 372 372
Table 4
Correlations
How likely would
you be to
recommend Dell
to a friend or
relative?
Which of the
following best
describes your
age?
How likely would you be to
recommend Dell to a friend
or relative?
Pearson Correlation 1 .001
Sig. (2-tailed) .988
N 372 372
Which of the following best
describes your age?
Pearson Correlation .001 1
Sig. (2-tailed) .988

Business market research 21
N 372 372
Table 5
Correlations
How likely would
you be to
recommend Dell
to a friend or
relative?
Which of the
following best
describes your
households total
yearly income
before taxes?
How likely would you be to
recommend Dell to a friend
or relative?
Pearson Correlation 1 -.069
Sig. (2-tailed) .206
N 372 334
Which of the following best
describes your households
total yearly income before
taxes?
Pearson Correlation -.069 1
Sig. (2-tailed) .206
N 334 334
Table 6
Correlations
How likely would
you be to
recommend Dell
to a friend or
relative?
Gender
How likely would you be to
recommend Dell to a friend
or relative?
Pearson Correlation 1 -.027
Sig. (2-tailed) .597
N 372 372
Gender
Pearson Correlation -.027 1
Sig. (2-tailed) .597
N 372 372
Table 7
Correlations

Business market research 22
If you could
make your
computer
purchase
decision again,
how likely would
you be to
choose Dell?
What was the
last grade of
school you
completed?
If you could make your computer purchase decision
again, how likely would you be to choose Dell?
Pearson Correlation 1 .011
Sig. (2-tailed) .837
N 372 372
What was the last grade of school you completed?
Pearson Correlation .011 1
Sig. (2-tailed) .837
N 372 372
Table 8
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R .044 .036 .848 .397c
Ordinal by Ordinal Spearman Correlation .003 .052 .059 .953c
N of Valid Cases 372
a. Not assuming the null hypothesis.
TABLE 9
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.021 .052 -.391 .696c
Ordinal by Ordinal Spearman Correlation -.136 .055 -2.506 .013c
N of Valid Cases 334
TABLE 10

Business market research 23
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R .012 .029 .229 .819c
Ordinal by Ordinal Spearman Correlation -.018 .052 -.341 .733c
N of Valid Cases 372
TABLE 11
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.041 .027 -.782 .435c
Ordinal by Ordinal Spearman Correlation -.054 .053 -1.041 .299c
N of Valid Cases 372
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.032 .052 -.612 .541c
Ordinal by Ordinal Spearman Correlation -.028 .052 -.546 .585c
N of Valid Cases 372
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.115 .053 -2.101 .036c

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Ordinal by Ordinal Spearman Correlation -.123 .054 -2.252 .025c
N of Valid Cases 334
Symmetric Measures
Value Asymp. Std.
Errora
Approx. Tb Approx. Sig.
Interval by Interval Pearson's R -.064 .056 -1.240 .216c
Ordinal by Ordinal Spearman Correlation -.062 .052 -1.198 .232c
N of Valid Cases 372
Paired Samples Test
Paired Differences t df Sig. (2-
tailed)Mean Std.
Deviation
Std. Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair 1 satisfaction_group1 -
satisfaction_group2
-.01833 .12624 .00986 -.03780 .00114 -1.859 163 .065
Table 17
Paired Samples Test
Paired Differences t df Sig. (2-tailed)

Business market research 25
Mean Std.
Deviation
Std. Error
Mean
95% Confidence Interval
of the Difference
Lower Upper
Pair 1
likelihood_gr
oup1 -
likelihood_gr
oup2
.71884 1.69031 .14712 .42779 1.00988 4.886 131 .000
Table 18
Paired Samples Test
Paired Differences t df Sig. (2-
tailed)Mean Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair 1
And how much do you agree that
Dell Computers makes ordering a
computer system easy? - And how
much do you agree that Dell lets
customers order computer systems
customized to their specifications?
.15989
2
1.633187 .08502
0
-.007295 .327078 1.881 368 .061
Table 19
Paired Samples Test
Paired Differences t df Sig. (2-
tailed)Mean Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair 1
And how much do you agree that
Dell has computers that run
programs quickly? - And how
much do you agree that Dell
Computers has high-quality
computers with no technical
problems?
-.14441 2.26240 .11810 -.37665 .08782 -1.223 366 .222
Table 20

Business market research 26
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .301a .090 .088 .47562
2 .535b .287 .257 .42913
Table 21
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .178a .032 .024 1.02733
a. Predictors: (Constant), likelihood_group2
Table 22