Consumer Behaviour and Marketing Psychology -MBA404

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Consumer Behaviour and Marketing Psychology -MBA404 Assignment

Consumer Behaviour and Marketing Psychology -MBA404 Assignment

 

Assessment Information
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.
Assessment Information 2

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

LUvqImcCAy3x&index=16
Survey Design Tutorial Part 1: Choosing a Survey Goal

Survey Design Tutorial Part 2: Writing a Question List

Survey Design Tutorial Part 3: Best Way to Write a Multiple Choice Question

Survey Design Tutorial Part 4: Yes/No Questions

Survey Design Tutorial Part 5: How To Write Clear Answer Choices

Survey Design Tutorial Part 6: How To Use Ranges

Survey Design Tutorial Part 7: Matrix Questions

For more useful tips on how to use Survey Monkey please view YouTube channel via
https://www.youtube.com/user/SurveyMonkey
Assessment Information
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.
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
days
Penalty
1* – 9 days 5% per day for each calendar day late deducted from the total
marks available
10 – 14 days 50% deducted from the total marks available.
After 14 days Assignments 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).
Note Notwithstanding 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
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.
MBA404 Assessment Marking Rubric – Individual Survey Sample and Analysis 35%
Criteria NN (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