Marketing: Extending Our Field to China - Research Paper Example

This information is essential in determining the brand of cars that will make the greatest sales in China. This attraction to brand names goes hand in hand with how the consumers view the manufacturers’ image. Another factor in the determination of the brand is the opinion of the user’s friends.

This plays a significant role in the choice of car that they will make. The use of the internet is also growing rapidly among the population, and with this comes the growth of e-commerce. Monitoring the users’ preferences for products could also provide good information in determining the marketing strategy to improve sales (Hague & Peter, 2002). The selection of field workers would comprise a group of a certain age group and preferably from different cultures (Martin and Tamara, 2005). The training of field workers would involve, giving them guidelines as to what questions to ask the consumers, the use of questionnaires to gather data, and analysis of this data.

The training would also show the fieldworkers how to use the analyzed data to generate and compile reports about the research. The supervision would involve the use of guidelines that are followed strictly, and the fieldworkers use questionnaires effectively. Dell Running Case In the analysis, of the overall customer satisfaction, the frequency distribution indicated that a bigger percentage was satisfied with their Dell computers; this came with 95.4 of the percentage interviewed. In the following question, of referring Dell to a friend, 81.

7% of the interviewees agreed that they would recommend it to a friend or relative. The next question was asking the interviewees about the probability of making a Dell purchase if they were buying a computer. The frequency was distributed towards the positive with a large percentage of 96.2 saying that they would make the choice again if the chance came. The next question was asking what the effect on their purchase had the price has been higher. The frequency here was distributed in the middle area with no strong opinions showing, but the higher percentage of 59.

1 stating that they probably would not have purchased it. The following question was similar to the previous one, examining the effect of a higher price. This question examines the effect of an even higher price. It determines the possibility of purchase. Here, unlike the previous one, a strong opinion is recorded showing that some would not have purchased. This opinion takes the higher percentage of the interviewees. The following part of the interview analyses the general composition of the interviewees.

On the education level, the higher percentage of 88.5 has gone past high school and is either in college or higher. The age of the interviewers shows that the average age, with almost equal frequency of about 12%, is between 25 and 49. The last part of the interview analyses the average income. This shows that about half of the number has an annual pre-tax income of between 30,000 to 75,000 dollars.