Consumer Behaviour and Marketing Psychology

Consumer Behaviour and Marketing Psychology
  • Description

 

 

 

 

 

 

 

 

 

Assessment Information 2

 

Subject Code: MBA404
Subject Name:  Consumer Behaviour and Marketing Psychology
Assessment Title: Length: Survey Sample and Analysis

10 Question Survey and Six-Page Analysis

Weighting:  35%
Total Marks:

Submission:

100

Online via Turnitin

Due Date:  Week 10

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Assessment Description

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In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, group and individual differences, culture, family and lifestyle that influence consumer behaviour and consequently consumers’ purchasing decisions. Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey – a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the chosen FMCG product that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6page summary, analysis and discussion of the key findings from your data collection.  This discussion must be aligned to YOUR chosen product and consumer behaviour literature should be integrated into this discussion to support analysis.

 

Please note that it is essential to seek “real” and valid participants who legitimately purchased the chosen FMCG product.

 

You will need to use theories and concepts related to consumer behaviour discussed in weeks

5 to 8.

 

More specifically,

 

  1. Set a goal
  2. Design a questionnaire based on the following aspects:

Perception

Attitudes

Motivation

Group and individual differences

Culture

Family and lifestyle

  1. Select participants
  2. Gather data
  3. Analyse data
  4. Write a 6-page summary analysis
  5. Attach graphical evidence of the survey results as an appendix (not included in the 6 pages)

 

 

For those students who have limited experience in using Survey Monkey as a survey and data collection tool, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support.

 

Survey Monkey: How to Get Started

 

Survey Design Tutorial Part 1: Choosing a Survey Goal https://www.youtube.com/watch?v=cmc9wJue8Qg

 

Survey Design Tutorial Part 2: Writing a Question List              https://www.youtube.com/watch?v=-hCLVS22XIo

 

Survey Design Tutorial Part 3: Best Way to Write a Multiple Choice Question              https://www.youtube.com/watch?v=KfOW8rufEes

 

Survey Design Tutorial Part 4: Yes/No Questions         https://www.youtube.com/watch?v=TGr1VLvfGns

 

Survey Design Tutorial Part 5: How To Write Clear Answer Choices              https://www.youtube.com/watch?v=a9nf65nZO8c

 

Survey Design Tutorial Part 6: How To Use Ranges https://www.youtube.com/watch?v=phT9O9yN4x0

 

Survey Design Tutorial Part 7: Matrix Questions https://www.youtube.com/watch?v=6BCJOF9i8RI

 

For more useful tips on how to use Survey Monkey please view YouTube channel via https://www.youtube.com/user/SurveyMonkey

 

 

 

 

 

 

 

 

Assessment Format

Your analysis should follow a professional report structure.

 

Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more)

Purpose

Development of survey instrument

Administration processes

Data Analysis

Key Findings

Appendices (Survey Monkey graphical representation of results)

 

Assignment Submission

 

This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message.

 

You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties.

 

Late assignment submission penalties

Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.

Number of daysPenalty
1* – 9 days5% per day for each calendar day late deducted from the total marks available
10 – 14 days50% deducted from the total marks available.
After 14 daysAssignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s).
NoteNotwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students

 

*Assignments submitted at any stage within the first 24 hours after deadline will be considered to be one day late and therefore subject to the associated penalty

 

For more information please read the KBS’s Assessment Policy via  https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-andMed-Cert_final.pdf

 

MBA404 Assessment Marking Rubric – Individual Survey Sample and Analysis 35%

 

CriteriaNN (Fail)

0 – 49

P (Pass)

50 – 64

CR (Credit)

65 – 74

DN (Distinction)

75 – 84

HD (High Distinction) 85 – 100
Questionnaire Design and

Theory

Application

 

 

You have demonstrated little or no theoretical application relevant to consumer behaviour

 

You have demonstrated basic theoretical application relevant to consumer behaviour

 

You have demonstrated

sufficient theoretical application relevant to consumer behaviour

 

You have thoroughly applied relevant theories to consumer

behaviour

 

You have expertly applied and integrated all of the theories relevant to consumer behaviour

Sample Survey

Analysis

 

 

 

 

Your analysis lacks depth, and your interpretation is not

relevant

 

You briefly analyse some of the sample survey

information and your

interpretation is not always

relevant

 

You sufficiently analyse most of the sample survey information

gathered from the questionnaire

and your interpretation is well

structured

 

You thoroughly analyse and interpret the survey information

articulately

 

You critically analyse and interpret the survey information articulately

and convincingly

Research

 

 

 

 

 

Your research lacks focus because of an unsuitable choice of sources

 

You have selected basic primary and/or secondary

sources

 

Your research is focused, drawn from a reasonable selection of primary and secondary sources

 

Your research is focused, complemented by a quality

selection and range of primary and secondary sources

 

Your research is extensive and focused, complemented by a quality selection and large range of primary and secondary sources

Report Format

 

 

 

 

 

 

 

 

 

 

 

 

 

Spelling and/or grammar is consistently incorrect,

impacting on the flow and

readability of your analysis

 

 

Ideas/themes have not been developed

 

 

 

 

The format chosen for your analysis lacks thought and

consideration for the intended audience

 

 

Even though grammar and spelling are an issue, they do not detract very much

from the readability of your analysis

 

Ideas/themes have been developed, but your composition lacks

connections and integration.

 

 

The format chosen for your analysis is appropriate, but major improvements would

enhance its presentation

 

 

Grammar and spelling are very good but with occasional errors

 

 

 

 

Ideas/themes have been developed, but connections are not always obvious.

 

 

 

The format chosen for your analysis is appropriate but some

improvements would enhance its presentation

 

 

Errors in grammar and spelling are rare

 

 

 

 

There is a logical connection between your statements, adding to the readability and credibility of your analysis

 

 

Your analysis is professionally presented and has been

submitted in the appropriate format

 

 

Correct grammar and spelling throughout the analysis with no obvious errors

 

 

 

There is an obvious and logical connection between your

statements, enhancing the structure,

synthesis, credibility, and readability of your analysis

 

Your analysis is professionally presented and exceeds

expectations in what is evidently

suitable for a high-grade commercial environment

 

   

Feedback will be released via Turnitin

  

 

COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969

This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.

 

 

Consumer Behaviour and Marketing Psychology
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