Consumer Behaviour and Marketing Psychology

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

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

.

Your task Based on the analysis you conducted in Assessment 1, individually, you are required to create a 10 question survey via Survey Monkey (a free online instrument) to collect data from 15 respondents and to provide six-page analysis of the gathered data.

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 covered in weeks 3 to 8 that influence consumer behaviour and consequently consumers’ purchasing decisions. Please note that not all of these topics may apply to your chosen product or service.

Assessment Instructions Your first task is to create a survey comprising of 10 questions that are designed to examine why consumers decided to purchase your chosen product or service. These questions should inquire consumer perception, attitudes, motivation, group and individual differences, culture, family and lifestyle factors. Please note that this survey should not ask participants questions about product or service quality and customer satisfaction. Your next task is to seek “real” and valid participants who legitimately purchased the chosen product or service that you analysed in Assessment 1 and to invite them to take your survey. You only need to gather 15 responses. Once you’ve created your survey and collected participants’ responses, you are required to provide a 6-page summary that addresses the following points:

1. Purpose (the goal of your survey) 2. Development of a survey instrument (the objectives of your survey questions) 3. Administration processes (how was this survey distributed and why) 4. Data Analysis (a succinct summary of the survey results) 5. Key Findings (an analysis of emerging themes from gathered results) 6. Reference List (not included in the page limit of this submission) 7. Appendices (Screenshots of Survey Monkey graphical representation of results; not included in the

page limit of this submission)

Please note that it is essential to seek “real” and valid participants who legitimately purchased the chosen product or service. You are also required to use theories and concepts related to consumer behaviour discussed in weeks 5 to 8 by incorporating consumer behaviour literature into your analysis.

In referencing your survey, video from assessment 1 and other sources of information, you must use Kaplan Harvard Referencing Style. These may include government publications, industry reports, and journal articles.

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.

Assignment Creation and Submission For more useful tips on how to use Survey Monkey, please view YouTube channel via https://www.youtube.com/user/SurveyMonkey. If you have any further questions related to the technical aspect of Survey Monkey, please contact your subject coordinator directly via email: [email protected]

This file must be submitted as a ‘Word’ 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 an issue with the submitted file. In this case, you must contact your workshop facilitator via email and provide a brief description of the issue and a screenshot 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 the 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_FORM_Assessment-Policy_MAR2018_FA.pdf

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.

Important Study Information Academic Integrity Policy KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy. For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/.

Word Limits for Written Assessments

Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded.

Study Assistance

Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar: My Services>Academic Success Centre>Study Support Resources

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%

Marking 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

__/20 marks

o You have demonstrated little or no theoretical application relevant to perception, attitudes, motivation, group and individual differences, culture, family and lifestyle.

o You have demonstrated basic theoretical application relevant to perception, attitudes, motivation, group and individual differences, culture, family and lifestyle.

o You have demonstrated sufficient theoretical application relevant to perception, attitudes, motivation, group and individual differences, culture, family and lifestyle.

o You have thoroughly applied relevant theories to perception, attitudes, motivation, group and individual differences, culture, family and lifestyle.

o You have expertly applied and integrated all of the theories relevant to perception, attitudes, motivation, group and individual differences, culture, family and lifestyle.

Sample Survey Analysis

__/40 marks

o You provide purpose and/or objectives of your survey that is not relevant to the assessment task.

o Your summary of data lacks depth and is not relevant to the assessment task.

o Your survey analysis lacks depth, and your interpretation is not relevant.

o The purpose and objectives of your survey are somewhat clear.

o You provide a somewhat clear and logical summary of your survey data.

o You analyse some of the sample survey information gathered from the questionnaire, by identifying emerging some relevant themes related to consumer behaviour.

o The purpose and objectives of your survey are mostly clear.

o You provide a mostly clear and logical summary of survey data.

o You analyse most of the sample survey information gathered from the questionnaire, by identifying emerging, mostly relevant themes related to consumer behaviour.

o The purpose and objectives of your survey are clear.

o You provide a clear and logical summary of survey data.

o You analyse and interpret the survey data by identifying emerging themes related to consumer behaviour.

o The purpose and objectives of your survey are clear and concise.

o You provide a concise, logical and well-structured summary of survey data.

o You critically analyse and interpret the survey data by identifying emerging themes related to consumer behaviour well.

Use of sources/supportive evidence

__/20 marks

o Your research lacks focus because of an unsuitable choice of sources.

o You demonstrate somewhat focused research, although a better selection and range of sources would improve the quality of your analysis.

o You demonstrate mostly focused research, although the use of a wider range of sources would enhance the quality of your analysis.

o You demonstrate focused research, complemented by a wide range of sources.

o You demonstrate extensive and focused research, complemented by a wide range of sources.

Summary

Format

__/20 marks

Total marks

__/100

o Spelling and/or grammar is consistently incorrect, impacting on the flow and readability of your analysis.

o The format chosen for your analysis lacks thought and consideration for the intended audience.

o In-text referencing and/or reference list is mostly incorrect or non- existent.

o Even though grammar and spelling are an issue, they do not detract very much from the readability of your analysis.

o The format chosen for your analysis is appropriate, but major improvements would enhance its presentation.

o In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with major errors.

o Grammar and spelling are very good but with occasional errors.

o The format chosen for your analysis is appropriate, but some improvements would enhance its presentation.

o In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with minor errors throughout and the occasional major error.

o Errors in grammar and spelling are rare.

o Your analysis is professionally presented and has been submitted in the appropriate format.

o In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with only the occasional minor error.

o Correct grammar and spelling throughout the analysis with no obvious errors.

o Your analysis is professionally presented and exceeds expectations in what is suitable for a high-grade commercial environment.

o In-text referencing and the resultant reference list adheres to Kaplan Harvard Referencing Style, with no errors.

Feedback and grades will be released via Turnitin.