MBA404_T2_2018_Assessment_02_v03_Consumer_Behaviour_and_Marketing_Psychology.docx Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been reproduced and...

MBA404_T2_2018_Assessment_02_v03_Consumer_Behaviour_and_Marketing_Psychology.docx
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 XXXXXXXXXXis a
egistered higher education provider CRICOS Provider Code 02426B.









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

.
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
e 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 XXXXXXXXXXis a
egistered 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
https:
www.youtube.com/watch?v=yoDTZuDk5pU&list=PLiTGWc0Er5wfwZeH8ek9-
LUvqImcCAy3x&index=16

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/use
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 XXXXXXXXXXis a
egistered 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 inco
ect 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
ief description of the issue and a screen shot
of the Turnitin e
or 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
XXXXXXXXXXdays 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
een returned to students

*Assignments submitted at any stage within the first 24 hours after deadline will be considered to
e 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-and-
Med-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
eproduction 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
XXXXXXXXXXis a registered higher education provider CRICOS Provider Code 02426B.
MBA404 Assessment Marking Ru
ic – 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)
XXXXXXXXXX
Questionnaire
Design and
Theory
Application


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

You have demonstrated
asic theoretical application
elevant to consumer
ehaviour

You have demonstrated
sufficient theoretical application
elevant to consumer behaviour

You have thoroughly applied
elevant theories to consumer
ehaviour

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
elevant

You
iefly analyse some of
the sample survey
information and your
interpretation is not always
elevant

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
ecause 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 inco
ect,
impacting on the flow and
eadability 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