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Unit 2 Research for Marketing Decisions Level 4 Regent College

1717Downloads1 I Published: 31 Mar ,2020

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. https://www.instantassignmenthelp.com.au/

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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

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.

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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 computer prices had been the same, how likely would you have been to have purchased your Dell computer system?

Pearson Correlation

.812**

1

-.002

.017

-.066

Sig. (2-tailed)

.000

 

.970

.740

.201

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

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

1

6

10

14

32

31

51

49

41

235

Probably would or less likely to choose

3

3

7

10

20

20

35

17

9

124

Total

4

9

17

24

52

51

86

66

50

359

 

Chi-Square Tests

 

Value

df

Asymp. Sig. (2-sided)

Pearson Chi-Square

14.362a

8

.073

Likelihood Ratio

14.922

8

.061

Linear-by-Linear Association

7.855

1

.005

N of Valid Cases

359

   

a. 3 cells (16.7%) have expected count less than 5. The minimum expected count is 1.38.

Independent sample t test helps in assessing difference which takes place in the mean value of variables.

T-Test  

Group Statistics

 

And how much do you agree that Dell Computers makes ordering a computer system easy?

N

Mean

Std. Deviation

Std. Error Mean

And how much do you agree that Dell lets customers order computer systems customized to their specifications?

>= 4.00

361

7.65651

1.532434

.080654

< 4.00

8

4.25000

2.375470

.839855

 

Independent Samples Test

 

Levene's Test for Equality of Variances

t-test for Equality of Means

F

Sig.

t

df

Sig. (2-tailed)

Mean Difference

Std. Error Difference

95% Confidence Interval of the Difference

Lower

Upper

And how much do you agree that Dell lets customers order computer systems customized to their specifications?

Equal variances assumed

3.176

.076

6.137

367

.000

3.406510

.555048

2.315036

4.497983

Equal variances not assumed

   

4.037

7.130

.005

3.406510

.843719

1.418764

5.394255

6.

For assessing whether mean responses to Q8_6 (has computers that run programs quickly) and Q8_7 (has high quality computers with no technical problems) are differing or not independent sample t test has been applied.

T-Test

Group Statistics

 

And how much do you agree that Dell Computers has high-quality computers with no technical problems?

N

Mean

Std. Deviation

Std. Error Mean

And how much do you agree that Dell has computers that run programs quickly?

>= 4.00

349

7.5530

1.74385

.09335

< 4.00

18

6.5556

2.52569

.59531

 

Independent Samples Test

 

Levene's Test for Equality of Variances

t-test for Equality of Means

F

Sig.

t

df

Sig. (2-tailed)

Mean Difference

Std. Error Difference

95% Confidence Interval of the Difference

Lower

Upper

And how much do you agree that Dell has computers that run programs quickly?

Equal variances assumed

9.272

.002

2.308

365

.022

.99745

.43214

.14767

1.84724

Equal variances not assumed

   

1.655

17.846

.115

.99745

.60258

-.26931

2.26422

7. Regression

To assess the impact of independent variables on dependent factor such as overall satisfaction regression tool has been applied.

Descriptive Statistics

 

Mean

Std. Deviation

N

Overall, how satisfied are you with your Dell computer system?

1.4954

.59531

329

And how much do you agree that Dell Computers makes ordering a computer system easy?

7.7477

1.46510

329

And how much do you agree that Dell lets customers order computer systems customized to their specifications?

7.62614

1.599366

329

And how much do you agree that Dell Computers delivers its products quickly?

6.8875

1.89257

329

And how much do you agree that Dell Computers prices its products competitively?

8.1550

1.35599

329

And how much do you agree that Dell Computers features attractively designed computer system components?

6.4012

1.91356

329

And how much do you agree that Dell has computers that run programs quickly?

7.5015

1.82316

329

And how much do you agree that Dell Computers has high-quality computers with no technical problems?

7.6565

1.85462

329

And how much do you agree that Dell Computers has high-quality peripherals (e.g., monitor, keyboard, mouse, speakers, disk drives)?

7.5441

1.64318

329

And how much do you agree that Dell Computers bundles its computers with appropriate software?

6.0821

3.16169

329

And how much do you agree that Dell Computers bundles its computers with Internet access?

6.5684

2.75565

329

And how much do you agree that Dell Computers allows users to easily assemble components?

7.3283

2.50642

329

And how much do you agree that DellComputers has computer systems that users can readily upgrade?

7.6900

1.73765

329

And how much do you agree that Dell Computers offer easily accessible technical support?

8.2067

1.29014

329

 

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Change Statistics

R Square Change

F Change

df1

df2

Sig. F Change

1

.604a

.364

.338

.48427

.364

13.898

13

315

.000

a. Predictors: (Constant), And how much do you agree that Dell Computers offer easily accessible technical support?, And how much do you agree that Dell Computers allows users to easily assemble components?, And how much do you agree that Dell Computers delivers its products quickly?, And how much do you agree that Dell Computers has high-quality computers with no technical problems?, And how much do you agree that Dell Computers bundles its computers with appropriate software?, And how much do you agree that Dell has computers that run programs quickly?, And how much do you agree that Dell Computers features attractively designed computer system components?, And how much do you agree that Dell Computers makes ordering a computer system easy?, And how much do you agree that Dell Computers bundles its computers with Internet access?, And how much do you agree that Dell Computers prices its products competitively?, And how much do you agree that Dell Computers has high-quality peripherals (e.g., monitor, keyboard, mouse, speakers, disk drives)?, And how much do you agree that DellComputers has computer systems that users can readily upgrade?, And how much do you agree that Dell lets customers order computer systems customized to their specifications?

 

ANOVAa

Model

Sum of Squares

df

Mean Square

F

Sig.

1

Regression

42.370

13

3.259

13.898

.000b

Residual

73.873

315

.235

   

Total

116.243

328

     

a. Dependent Variable: Overall, how satisfied are you with your Dell computer system?

b. Predictors: (Constant), And how much do you agree that Dell Computers offer easily accessible technical support?, And how much do you agree that Dell Computers allows users to easily assemble components?, And how much do you agree that Dell Computers delivers its products quickly?, And how much do you agree that Dell Computers has high-quality computers with no technical problems?, And how much do you agree that Dell Computers bundles its computers with appropriate software?, And how much do you agree that Dell has computers that run programs quickly?, And how much do you agree that Dell Computers features attractively designed computer system components?, And how much do you agree that Dell Computers makes ordering a computer system easy?, And how much do you agree that Dell Computers bundles its computers with Internet access?, And how much do you agree that Dell Computers prices its products competitively?, And how much do you agree that Dell Computers has high-quality peripherals (e.g., monitor, keyboard, mouse, speakers, disk drives)?, And how much do you agree that DellComputers has computer systems that users can readily upgrade?, And how much do you agree that Dell lets customers order computer systems customized to their specifications?

 

Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

95.0% Confidence Interval for B

B

Std. Error

Beta

Lower Bound

Upper Bound

1

(Constant)

3.892

.226

 

17.210

.000

3.447

4.337

And how much do you agree that Dell Computers makes ordering a computer system easy?

-.005

.023

-.012

-.208

.836

-.051

.041

And how much do you agree that Dell lets customers order computer systems customized to their specifications?

-.035

.025

-.093

-1.397

.163

-.083

.014

And how much do you agree that Dell Computers delivers its products quickly?

-.025

.019

-.079

-1.302

.194

-.063

.013

And how much do you agree that Dell Computers prices its products competitively?

-.099

.026

-.226

-3.814

.000

-.150

-.048

And how much do you agree that Dell Computers features attractively designed computer system components?

-.014

.018

-.046

-.813

.417

-.049

.021

And how much do you agree that Dell has computers that run programs quickly?

-.039

.019

-.118

-2.030

.043

-.076

-.001

And how much do you agree that Dell Computers has high-quality computers with no technical problems?

.006

.016

.017

.350

.726

-.026

.037

And how much do you agree that Dell Computers has high-quality peripherals (e.g., monitor, keyboard, mouse, speakers, disk drives)?

-.081

.023

-.222

-3.508

.001

-.126

-.035

And how much do you agree that Dell Computers bundles its computers with appropriate software?

.007

.010

.038

.735

.463

-.012

.026

And how much do you agree that Dell Computers bundles its computers with Internet access?

.012

.012

.054

.930

.353

-.013

.036

And how much do you agree that Dell Computers allows users to easily assemble components?

-.004

.012

-.015

-.287

.774

-.028

.021

And how much do you agree that DellComputers has computer systems that users can readily upgrade?

-.007

.022

-.021

-.318

.750

-.050

.036

And how much do you agree that Dell Computers offer easily accessible technical support?

-.025

.024

-.055

-1.077

.282

-.072

.021

a. Dependent Variable: Overall, how satisfied are you with your Dell computer system?

8. Regression

For determining relationship between dependent and independent variable regression tool has been undertaken.

Descriptive Statistics

 

Mean

Std. Deviation

N

If you could make your computer purchase decision again, how likely would you be to choose Dell?

1.3951

.59118

329

And how much do you agree that Dell Computers makes ordering a computer system easy?

7.7477

1.46510

329

And how much do you agree that Dell lets customers order computer systems customized to their specifications?

7.62614

1.599366

329

And how much do you agree that Dell Computers delivers its products quickly?

6.8875

1.89257

329

And how much do you agree that Dell Computers prices its products competitively?

8.1550

1.35599

329

And how much do you agree that Dell Computers features attractively designed computer system components?

6.4012

1.91356

329

And how much do you agree that Dell has computers that run programs quickly?

7.5015

1.82316

329

And how much do you agree that Dell Computers has high-quality computers with no technical problems?

7.6565

1.85462

329

And how much do you agree that Dell Computers has high-quality peripherals (e.g., monitor, keyboard, mouse, speakers, disk drives)?

7.5441

1.64318

329

And how much do you agree that Dell Computers bundles its computers with appropriate software?

6.0821

3.16169

329

And how much do you agree that Dell Computers bundles its computers with Internet access?

6.5684

2.75565

329

And how much do you agree that Dell Computers allows users to easily assemble components?

7.3283

2.50642

329

And how much do you agree that DellComputers has computer systems that users can readily upgrade?

7.6900

1.73765

329

And how much do you agree that Dell Computers offer easily accessible technical support?

8.2067

1.29014

329

 

Model Summary

Model

R

R Square

Adjusted R Square

Std. Error of the Estimate

Change Statistics

R Square Change

F Change

df1

df2

Sig. F Change

1

.453a

.205

.172

.53780

.205

6.257

13

315

.000

a. Predictors: (Constant), And how much do you agree that Dell Computers offer easily accessible technical support?, And how much do you agree that Dell Computers allows users to easily assemble components?, And how much do you agree that Dell Computers delivers its products quickly?, And how much do you agree that Dell Computers has high-quality computers with no technical problems?, And how much do you agree that Dell Computers bundles its computers with appropriate software?, And how much do you agree that Dell has computers that run programs quickly?, And how much do you agree that Dell Computers features attractively designed computer system components?, And how much do you agree that Dell Computers makes ordering a computer system easy?, And how much do you agree that Dell Computers bundles its computers with Internet access?, And how much do you agree that Dell Computers prices its products competitively?, And how much do you agree that Dell Computers has high-quality peripherals (e.g., monitor, keyboard, mouse, speakers, disk drives)?, And how much do you agree that DellComputers has computer systems that users can readily upgrade?, And how much do you agree that Dell lets customers order computer systems customized to their specifications?

 

ANOVAa

Model

Sum of Squares

df

Mean Square

F

Sig.

1

Regression

23.526

13

1.810

6.257

.000b

Residual

91.106

315

.289

   

Total

114.632

328

     

a. Dependent Variable: If you could make your computer purchase decision again, how likely would you be to choose Dell?

b. Predictors: (Constant), And how much do you agree that Dell Computers offer easily accessible technical support?, And how much do you agree that Dell Computers allows users to easily assemble components?, And how much do you agree that Dell Computers delivers its products quickly?, And how much do you agree that Dell Computers has high-quality computers with no technical problems?, And how much do you agree that Dell Computers bundles its computers with appropriate software?, And how much do you agree that Dell has computers that run programs quickly?, And how much do you agree that Dell Computers features attractively designed computer system components?, And how much do you agree that Dell Computers makes ordering a computer system easy?, And how much do you agree that Dell Computers bundles its computers with Internet access?, And how much do you agree that Dell Computers prices its products competitively?, And how much do you agree that Dell Computers has high-quality peripherals (e.g., monitor, keyboard, mouse, speakers, disk drives)?, And how much do you agree that DellComputers has computer systems that users can readily upgrade?, And how much do you agree that Dell lets customers order computer systems customized to their specifications?

 

Coefficientsa

Model

Unstandardized Coefficients

Standardized Coefficients

t

Sig.

95.0% Confidence Interval for B

B

Std. Error

Beta

Lower Bound

Upper Bound

1

(Constant)

3.226

.251

 

12.845

.000

2.732

3.720

And how much do you agree that Dell Computers makes ordering a computer system easy?

-.061

.026

-.152

-2.361

.019

-.112

-.010

And how much do you agree that Dell lets customers order computer systems customized to their specifications?

.008

.027

.022

.293

.770

-.046

.062

And how much do you agree that Dell Computers delivers its products quickly?

-.036

.021

-.115

-1.685

.093

-.078

.006

And how much do you agree that Dell Computers prices its products competitively?

-.059

.029

-.135

-2.032

.043

-.115

-.002

And how much do you agree that Dell Computers features attractively designed computer system components?

.012

.020

.038

.587

.557

-.027

.050

And how much do you agree that Dell has computers that run programs quickly?

-.027

.021

-.084

-1.289

.198

-.069

.014

And how much do you agree that Dell Computers has high-quality computers with no technical problems?

.020

.018

.064

1.162

.246

-.014

.055

And how much do you agree that Dell Computers has high-quality peripherals (e.g., monitor, keyboard, mouse, speakers, disk drives)?

-.043

.026

-.120

-1.699

.090

-.094

.007

And how much do you agree that Dell Computers bundles its computers with appropriate software?

.019

.011

.101

1.747

.082

-.002

.040

And how much do you agree that Dell Computers bundles its computers with Internet access?

-.004

.014

-.017

-.266

.791

-.031

.024

And how much do you agree that Dell Computers allows users to easily assemble components?

-.003

.014

-.013

-.231

.817

-.030

.024

And how much do you agree that DellComputers has computer systems that users can readily upgrade?

-.005

.025

-.016

-.215

.830

-.053

.043

And how much do you agree that Dell Computers offer easily accessible technical support?

-.051

.026

-.112

-1.948

.052

-.103

.001

a. Dependent Variable: If you could make your computer purchase decision again, how likely would you be to choose Dell?

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