MBA404 Consumer Behaviour

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 product or service that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6-page summary of the key findings.

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

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. 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)

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.

Assessment Format

Your analysis should follow a professional report structure.

Assignment Coversheet (Signed)

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

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Purpose

Development of survey instrument

Administration processes

Data Analysis

Findings

Appendices (Survey Monkey graphical representation of results)

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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	Penalty
days
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

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

	Criteria	NN (Fail)	P (Pass)	CR (Credit)	DN (Distinction)	HD (High Distinction)
		0 – 49	50 – 64	65 – 74	75 – 84	85 – 100
	Questionnaire	You have demonstrated little or	You have demonstrated	You have demonstrated	You have thoroughly applied	You have expertly applied and
	Design and
	Theory	no theoretical application	basic theoretical application	sufficient theoretical application	relevant theories to consumer	integrated all of the theories relevant
	Application	relevant to consumer behaviour	relevant to consumer	relevant to consumer behaviour	behaviour	to consumer behaviour
			behaviour
	Sample Survey	Your analysis lacks depth, and	You briefly analyse some of	You sufficiently analyse most of	You thoroughly analyse and	You critically analyse and interpret
	Analysis
		your interpretation is not	the sample survey	the sample survey information	interpret the survey information	the survey information articulately
		relevant	information and your	gathered from the questionnaire	articulately	and convincingly
			interpretation is not always	and your interpretation is well
			relevant	structured
	Research	Your research lacks focus	You have selected basic	Your research is focused, drawn	Your research is focused,	Your research is extensive and
		because of an unsuitable	primary and/or secondary	from a reasonable selection of	complemented by a quality	focused, complemented by a quality
		choice of sources	sources	primary and secondary sources	selection and range of primary	selection and large range of primary
					and secondary sources	and secondary sources
	Report Format	Spelling and/or grammar is	Even though grammar and	Grammar and spelling are very	Errors in grammar and spelling	Correct grammar and spelling
		consistently incorrect,	spelling are an issue, they	good but with occasional errors	are rare	throughout the analysis with no
		impacting on the flow and	do not detract very much			obvious errors
		readability of your analysis	from the readability of your
			analysis
		Ideas/themes have not been	Ideas/themes have been	Ideas/themes have been	There is a logical connection	There is an obvious and logical
		developed	developed, but your	developed, but connections are	between your statements, adding	connection between your
			composition lacks	not always obvious.	to the readability and credibility of	statements, enhancing the structure,
			connections and integration.		your analysis	synthesis, credibility, and readability
						of your analysis
		The format chosen for your	The format chosen for your	The format chosen for your	Your analysis is professionally	Your analysis is professionally
		analysis lacks thought and	analysis is appropriate, but		presented and has been
				analysis is appropriate but some		presented and exceeds
		consideration for the intended	major improvements would		submitted in the appropriate
				improvements would enhance		expectations in what is evidently
		audience	enhance its presentation		format
				its presentation		suitable for a high-grade commercial
						environment

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