Analysis of Dell Customer Survey: Marketing Research Report Findings

This report presents the findings of a survey conducted by Dell to understand customer perspectives on its products and services. The research utilizes statistical tools like correlation, regression, t-tests, and chi-square tests to analyze the relationships between variables such as customer satisfaction, recommendations, likelihood of choosing Dell, demographic characteristics, price sensitivity, and product features. The analysis reveals that customer satisfaction is a crucial factor influencing recommendations and purchase likelihood, with price and product quality significantly impacting satisfaction levels. Statistical tests validate the relationships between variables, highlighting that customer satisfaction is strongly influenced by factors like product quality, pricing, and program performance. The report concludes that Dell should prioritize product quality and competitive pricing strategies to enhance customer satisfaction and drive future purchases. The appendix includes detailed statistical results from correlation, chi-square, and regression analyses.

Research for Marketing Decisions

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
STATISTICAL FINDINGS............................................................................................................3
CONCLUSION................................................................................................................................6
APPENDIX......................................................................................................................................7
1...................................................................................................................................................7
2...................................................................................................................................................8
3.................................................................................................................................................10
4.................................................................................................................................................12
5.................................................................................................................................................13
6.................................................................................................................................................14
7. Regression..............................................................................................................................15
8. Regression..............................................................................................................................21

INTRODUCTION
Dell, leading company which offers computers and laptops to the customers, has
conducted survey with the motive to get information about the views of target market regarding
their products or services. Hence, through the means of questionnaire survey has been conducted
by the researcher. In this, report will present the extent to which different variables pertaining to
the satisfaction level, recommendations and likelihood of choosing dell is associated with each
other. Besides this, it will also shed light on the factors that have significant influence on the
satisfaction level of customers.
Research methodology
For analyzing data set, gathered through the means of survey, statistical (SPSS) tools
have been applied by the researcher. Hence, by applying tool such as correlation, regression, one
sample and independent sample t test hypotheses have been tested or evaluated.
STATISTICAL FINDINGS
Hypothesis 1:
Null hypothesis (H0): There is no significant relationship between the variables such as overall
satisfaction, recommendation, likelihood of choosing and demographic characteristics.
Alternative hypothesis (H1): There is a significant relationship between the variables such as
overall satisfaction, recommendation, likelihood of choosing and demographic characteristics.
By taking into account recoded variables it can be mentioned that overall satisfaction is
the main aspects which in turn have significant influence on customer’s decision making
regarding giving recommendations and likelihood pertaining to choosing the same. Thus, at the
time of taking marketing decisions and developing other strategies focus need to be placed on
customer satisfaction.
Hypothesis 2:

Null hypothesis (H0): There is no significant relationship between the variables such as price
sensitivity and income level.
Alternative hypothesis (H1): There is a significant relationship between the variables such as
price sensitivity and income level.
P value is less than 0.05 in the context of majority of variables so null hypothesis is
accepted. Only level of graduation is recognized as the main factor which in turn has influence
on customer’s decision making.
Hypothesis 3:
Null hypothesis (H0): There is no significant difference in the satisfaction level as per the quality
of computer system.
Alternative hypothesis (H1): There is a significant difference in the satisfaction level as per the
quality of computer system.
Results of chi-square test present that satisfaction of the customers do not differ in
accordance with the quality. P value is 0.07 which in turn presents that null hypothesis is
accepted. Moreover, there are several others factors along with the quality such as price, features
etc which in turn has significant impact on customer’s satisfaction.
Hypothesis 4:
Null hypothesis (H0): There is no significant difference in the likelihood in relation to choosing
Dell as per the features & designing of computer system.
Alternative hypothesis (H1): There is a significant difference in the likelihood in relation to
choosing Dell as per the features & designing of computer system.
Statistical results show that HO is true because p value is higher than the standard limit
such as 0.05.
Hypothesis 5:

Null hypothesis (H0): There is no significant difference in the mean values of variables
undertaken pertaining to giving order for computer system.
Alternative hypothesis (H1): There is a significant difference in the mean values of variables
undertaken pertaining to giving order for computer system.
Table, mentioned in appendix 5, pertaining t the independent sample t test shows that
significance value is 0.07 so null hypotheses is proved. Hence, statistical difference takes place
between the concerned variables.
Hypothesis 6:
Null hypothesis (H0): There is no significant difference in the mean values of variables regarding
quality and running of programs quickly.
Alternative hypothesis (H1): There is a significant difference in the mean values of variables
regarding quality and running of programs quickly.
Outcome of independent sample t test presents that p value is below the standard limit
such as 0.05. This in turn shows that null hypothesis is appropriate.
Hypothesis 7:
Null hypothesis (H0): There is no statistical significant difference in the mean values of overall
satisfaction and other independent variables regarding products or services.
Alternative hypothesis (H1): There is a statistical significant difference in the mean values of
overall satisfaction and other independent variables regarding products or services.
ANOVA table depicted in appendix clearly presents that p<0.05 which mean alternative
hypothesis is false. On the basis of standard value such as 0.05 it can be mentioned that overall
satisfaction level of Dell’s customers are highly based on several factors such as prices, running
of programs time and quality of peripherals. Thus, for enhancing the level of customer
satisfaction Dell should lay emphasis on quality of products and pricing aspects.
Hypothesis 8:

Null hypothesis (H0): There is no statistical significant difference in the mean values of
likelihood pertaining to choosing dell and other independent variables regarding products or
services.
Alternative hypothesis (H1): There is a statistical significant difference in the mean values of
likelihood pertaining to choosing dell and other independent variables regarding products or
services.
By taking into account regression table mentioned in appendix 8, it can be depicted that
alternative hypothesis is accepted and other one rejected. On the basis of this, customer’s
likelihood in relation to choosing dell is highly affected from ordering & delivery system,
pricing, quality and technical feasibility. Thus, management team of Dell should develop policies
and other strategies by taking into account such aspects.
CONCLUSION
By summing up this report, it has been concluded that there are several factors which in
turn places direct impact on satisfaction and likelihood of customers purchase in the context of
Dell. It has found from investigation that pricing and quality of the products or services are the
main factors which in turn closely influence satisfaction level of the customers. Besides this,
satisfaction is the main factors which in turn entice decision making of customers regarding
future purchase.

APPENDIX
Recoded input
1.
Correlation test presents relationship between recoded variables such as ooverall satisfaction
with Dell, recommendation, likelihood and demographical aspects
Correlations
What was
the last
grade of
school you
completed?
Which of the
following
best
describes
your age?
Which of the
following
best
describes
your
households
total yearly
income
before
taxes?
Overall, how
satisfied are
you with
your Dell
computer
system?
How likely
would you
be to
recommend
Dell to a
friend or
relative?
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?
Pearson
Correlation 1 .087 .073 .016 .009 .040
Sig. (2-tailed) .094 .160 .755 .861 .445
N 372 372 372 372 372 372

Which of the
following best
describes your age?
Pearson
Correlation .087 1 .235** .002 .004 .023
Sig. (2-tailed) .094 .000 .969 .944 .655
N 372 372 372 372 372 372
Which of the
following best
describes your
households total
yearly income before
taxes?
Pearson
Correlation .073 .235** 1 -.063 -.032 -.015
Sig. (2-tailed) .160 .000 .224 .539 .772
N 372 372 372 372 372 372
Overall, how satisfied
are you with your
Dell computer
system?
Pearson
Correlation .016 .002 -.063 1 .738** .564**
Sig. (2-tailed) .755 .969 .224 .000 .000
N 372 372 372 372 372 372
How likely would you
be to recommend
Dell to a friend or
relative?
Pearson
Correlation .009 .004 -.032 .738** 1 .617**
Sig. (2-tailed) .861 .944 .539 .000 .000
N 372 372 372 372 372 372
If you could make
your computer
purchase decision
again, how likely
would you be to
choose Dell?
Pearson
Correlation .040 .023 -.015 .564** .617** 1
Sig. (2-tailed) .445 .655 .772 .000 .000
N 372 372 372 372 372 372
**. Correlation is significant at the 0.01 level (2-tailed).
2.
In this, Correlation test exhibits the extent to which recoded variables pertaining to price
sensitivity and demographical aspects are related with each other.

Correlations
If the price of
the Dell
computer
system you
purchased
had been 5%
higher, and all
other personal
computer
prices had
been the
same, how
likely would
you have
been to have
purchased
your Dell
computer
system?
If the price of
the Dell
computer
system you
purchased
had been 10%
higher, and all
other personal
computer
prices had
been the
same, how
likely would
you have
been to have
purchased
your Dell
computer
system?
What was the
last grade of
school you
completed?
Which of the
following best
describes
your age?
Which of the
following best
describes
your
households
total yearly
income before
taxes?
If the price of the Dell
computer system you
purchased had been
5% higher, and all other
personal computer
prices had been the
same, how likely would
you have been to have
purchased your Dell
computer system?
Pearson
Correlation 1 .812** .003 -.022 -.111*
Sig. (2-tailed) .000 .956 .670 .032
N 372 372 372 372 372
If the price of the Dell
computer system you
purchased had been
10% higher, and all
other personal
Pearson
Correlation .812** 1 -.002 .017 -.066
Sig. (2-tailed) .000 .970 .740 .201

computer prices had
been the same, how
likely would you have
been to have purchased
N 372 372 372 372 372
What was the last
grade of school you
completed?
Pearson
Correlation .003 -.002 1 .087 .073
Sig. (2-tailed) .956 .970 .094 .160
N 372 372 372 372 372
Which of the following
best describes your
age?
Pearson
Correlation -.022 .017 .087 1 .235**
Sig. (2-tailed) .670 .740 .094 .000
N 372 372 372 372 372
Which of the following
best describes your
households total yearly
income before taxes?
Pearson
Correlation -.111* -.066 .073 .235** 1
Sig. (2-tailed) .032 .201 .160 .000
N 372 372 372 372 372
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
3.
Chi-square test presents association between the categorical variables undertaken.
Crosstabs
Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
If you could make your
computer purchase decision
again, how likely would you be
to choose Dell? * And how
much do you agree that Dell
Computers has high-quality
computers with no technical
problems?
369 52.3% 336 47.7% 705 100.0%
If you could make your computer purchase decision again, how likely would you be to choose Dell? * And
how much do you agree that Dell Computers has high-quality computers with no technical problems?
Crosstabulation
Count
And how much do you agree that Dell Computers has high-quality
computers with no technical problems?
Total
1 - Do
Not
Agree at
All
2 3 4 5 6 7 8 9 - Agree
Completely
If you could
make your
computer
purchase
decision again,
how likely
would you be to
choose Dell?
Definitely would
choose 13 1 1 1 8 16 35 45 118 238
Probably would
or less likely to
choose
2 1 1 0 11 11 23 34 48 131
Total 15 2 2 1 19 27 58 79 166 369
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 14.162a 8 .078

Likelihood Ratio 14.829 8 .063
Linear-by-Linear Association .181 1 .670
N of Valid Cases 369
a. 6 cells (33.3%) have expected count less than 5. The minimum expected count
is .36.
4.
Cross tabulation signifies association level between the categorical variables
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
If you could make your
computer purchase decision
again, how likely would you be
to choose Dell? * And how
much do you agree that Dell
Computers features attractively
designed computer system
components?
359 50.9% 346 49.1% 705 100.0%
If you could make your computer purchase decision again, how likely would you be to choose Dell? * And
how much do you agree that Dell Computers features attractively designed computer system components?
Crosstabulation
Count
And how much do you agree that Dell Computers features attractively
designed computer system components?
Total