Problems of Questionnaire Investigation - Dissertation Example

Dell is a multinational technology corporation that deals with personal computers and accessories. Koehn (2001, p. 287) elaborates stating that the firm adopted the strategy of manufacturing personal computers on a build to order basis and selling them directly to the customers. With such a strategy the firm was able to lower costs and thus offer its products at a lower price and earn more profits. This strategy also brought them closer to the consumers. However, Leontiades (1987, pp. 129-185) points out that with globalization, following such a strategy seemed difficult as customers are widespread and maintaining customer relations, delivering on time and providing them with good service become more demanding.

On the other hand, competition relies on retailers and therefore is more effective in services. Moreover, Sutton (1980, pp. 11-21) agrees with Leontiades (1987, pp. 129-185) and adds that customers can purchase promptly via retailers whereas with Dell they have to wait for the delivery of the products to them. Previously this strategy worked very well, but with changing times, the consumers’ purchasing habits seem to be changing. Since firms have started outsourcing, the industry prices have come down and the result is that the prices of competitors are as cutthroat as that of Dells.

Grant (2005, pp. 166-221) adds that the industry provides them with more options and now they have a wide variety of products and services to choose from. Moreover, this research is conducted to assess whether this is true or not. The research is meant to determine whether Dell’s strategy will continue to give the firm a competitive edge over competitors or will this be competed away in the long run. The research has been conducted using a questionnaire method. The subjects are Dell consumers and management from competitor firms.