MBA404 Consumer Behaviour
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.
- Set a goal
- Design a questionnaire based on the following aspects: Perception
Group and individual differences Culture
Family and lifestyle
- Select participants
- Gather data
- Analyse data
- Write a 6-page summary analysis
- 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.
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)
Development of survey instrument
Appendices (Survey Monkey graphical representation of results)
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.
|1* – 9 days||5% per day for each calendar day late deducted from the total|
|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|
|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|
|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|
|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|
|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|
|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|
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