Customer trend analysis is the understanding of why a customer acts in a way or bys one product over the other. Like other business activities, analysis of consumer behavior must have an objective. Questions to be answered may be who purchases a specified product, how and when they purchase them products, or where they purchase products, among others. Dell also has to learn from this by creating specific questions that require answers. These questions will deliver the company to the ultimate objective for the analysis. Common behavior analysis tools include focus groups, surveys, field reporting, and many more methods (Oppenheim, 2000).
Lately, from the brands equity Dell has developed, Dell is approaching into consumer services and products. To start with Dell has in a short time ventured in the manufacture of TVs, flat screens. This implies that Dell will have frequent contact with customers who desire their products customized to their preferred style. It is developing TVs on the latest technology, which will ensure that more clients will want their products as a first choice. This diversification is healthy for this firm as this will assist it to draw profits from various but related sources. By the tome other competing companies enters to such industry, Dell will be a step further having collected enough information on what its clients deserve and call. Moreover, the entrance into the printing sector moves Dell to printers which are also on high demand. Data from the clients would also go a long way in assisting Dell to wage war on HP’s, main competitor, vaunted printing and imaging division that produces about 70% of HP’s operating gains. This division will proof difficult to enter as HP has already gained the trust from customers as a lead producer printing peripherals such as cartridges.
This is the competition for market share and consumer patronage that has had Dell resulting to conducting a survey of today’s customers of Dell notebooks and PCs. Dell desires to be aware of their consumers’ basic usage of their products such as computers for Internet usage. Based on that, Dell wants to be acquainted with the satisfaction their customers get from their products. It also desires to make an estimate on their consumers’ probability of repeat purchases of products and scope to which the current consumers would recommend Dell to others as the best in the market. Finally, after this study Dell will have understood whether there is any correspondence on any of the identified factors and the involved demographic factors of categorization of their customers.
The purpose of this paper is to highlight the green points that Dell could attempt in a quest to acquire more information about its customers, what they want sold to them, why the changes they would want done on their products and many more.
Purpose of paper
Such information affects all department of a company where costs may need to be increased on demand of a certain product or cut for a product that will soon be faced out of the market. The purpose of this paper is to ensure that the right and complete information is completed in the shortest time and way possible.
Critically evaluating Dell’s questionnaire using the principles discussed in Chapter 10 of the text, the following needs to be included and observed. Increasing validity would assist in collecting more honest opinions and subordinating the effect of social desirable answers which is solved through the use of anonymous questionnaires. Question order – this principle goes further in the orientation that draws the customer’s attention and cooperation, especially if the cover letter is nicely ordered. Questions that follow a logical ordering begin with factual and non contentious ones. The order assists to establish a correlation, which the topics that will smooth transition into more difficult or contentious questions. Dell needs to design a short, but to the point questionnaire to avoid leaving any hanging question. Interesting questions should be at the start of the questionnaire while the basic questions are left towards the end, then respondent should be getting less interested or tired. General questions ought to precede specific questions to avoid establishing mind sets. While defining the size of the intended questionnaire, Dell ought to consider the volume of questions required. Dell’s desire would be to omit nonentity, for most positive gains, the shortened the questionnaires, the better the results. Dell.inc will be astounded at the piles of data that could be collected. However, there would be no point in collecting excessive data than the required, particularly if the respondents get tired or bored and render less than the desired answers (Mellenbergh, 2008).
On the importance of form and layout in questionnaire construction, this assists the customer to easily understand the questions at hand. The layout should be in such a way that it includes lead questions which will ensure that the clients find themselves answering questions, which asked on their own, would be left unanswered. The form should be designed in such a way that it is eye catching, straightforward, but in a way that collects maximum data. The layout and ordering also simplify the work of the person to compute r tabulate the data. Consider a lay out with well numbered by assign unique numbers for every question. This is would be significant when tabulating the collected and eventually when drawing conclusions through proper reference on an item of consideration (Mellenbergh, 2008).
Dell would require a better field work process for gathering customer behavior data using the sane questionnaire in a computer stores intercept of interviewing framework. Online surveys also do wonder as the company will not only get answers from its customers, but also from interested, potential customers who would otherwise not likely walk into the computer store. The company will also get criticism from clients who might have had trouble with their products; this assists the company to identify their weak points or areas to venture which would otherwise not have been capture by the questionnaire (Kaplan, 2009). Technology also allows companies to utilize electronic researches that are often easier and quicker to process. Dell may also use various technologies to collect information through the other data analysis tools. The tools indicate the questions established in the planning level, with the intention to gather indispensable information to be analyzed.
Once a Dell gathers information and developed usable reports, the company must make a decision how to act from the data collected (Kaplan, 2009). For instance, if this data highlights to specified market strategies or plans, which were effective in driving into high customer sales, Dell ought to determine if an additional, similar campaign on advertising would be necessary for a future venture. Other times, this data can lead Dell to declining market share and sales. Therefore, Dell will have to act on the data to turn around the course aimed to maintaining profits. Simply, Dell must utilize the data to better operations to avoid wastage the money used in entire customer behavior check process (Burns, 2010).
I would recommend that Dell attempts to get more information from its customers through the Fishbein model. It is used to measure intangible factors such as prices, convenience, and trust of customers in their product provider, Dell (Burns, 2010). This would give a general indication of what the customers believes and hopes for in the near future of this company.