Marketing Research Assignment

Dell Case Study

Audrey Martina Alex
MBA B
Roll No: 1126

1) Describe the Environmental context of the case?
Michael Dell founder and chairman of Dell Inc., started business by selling RAM chips
and disk drives for IBM PCs. By 1984 it started grossing about $80,000 a month. In
1987, Michael Dell renamed his company as Dell Computers and added international
sales offices. Dell also started selling PCs and notebook computers through its website,
in the same year. Dell has also diversified into producing workstations and strengthened
its consumer business. It also agreed to resell systems from EMC and also acquired
Microsoft support specialist Plural in 2002.

Despite all the success Dell is still continuing to enter new markets. It wants to strengthen
its position in the devices for enterprises segment. As of now its main concentration is on
producing television sets and printers. It started to produce Flat screen TVs and is now
trying to enter the market for printers and cartridges where HP has got a strong hold.


2) What is the management decision problem?
The management decision problem is to strengthen the consumer base in all their
markets. They want to produce low cost products which would satisfy their consumers.
Also they want to create a strong hold in the market for printers where HP is already
established itself. They also want to diversify and expand into new markets like
Television sets etc.


3) What is the Marketing research problem?
The marketing research problem is to find the preference for laptop computers among its
consumers and their primary usage of their computers. It also wants to analyze the
satisfaction that they are able to derive from Dell laptops and also how far they would
recommend Dell to their friends and relatives.








4) Present a graphical model of the study that you are planning to undertake.












5) Formulate 3 research questions and two hypothesis
To study the attitude of customers towards dell printers.
To analyse the preferences customers look for in a notebook computer
To conduct a study on the level of satisfaction customers have received from Dell
products.
H
o:
Attitude of customers towards Dell printers is negative
H
a :
Attitude of customers towards quality is positive or negative


6) Questionnaire
1. Name :
2. Age :
3. Address ;
4. Do you have a laptop?
a. Yes b. No
5. Which brand do you own?
a. Lenovo b. Dell c. Apple d. Sony d. Tosibha

6. What is your main purpose of using a laptop?
a. Education b. Entertainment c. Personal d. Other


Problem
identification
Preparing
research design
and drafting the
questionnaire
Deciding on the
sample units
and the
sampling design

Fieldwork
Data analysis
and
interpretation
Findings and
interpretation
7. Which feature do you prefer the most?
a. Processor b. RAM size c. Battery backup d. Hard disk space e. all

8. Which factor influences your buying decision the most?
a. Price b. Quality c. Brand ambassador d. Advertisement
9. Are you satisfied with your past purchase of laptop?
a. Yes b. No
10. Would you buy the same brand of laptop in case of a repurchase ?
a. Yes b. No
11. Suggestions