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 2 Information

Subject Code: MBA404

Subject Name: Consumer Behaviour and Marketing Psychology

Assessment Title: Survey Questions and Survey Analysis

Assessment Type: Length:

Individual, Validation Step and Written Analysis Validation Step with 10 Survey Questions and Four-Page Written Analysis (no more)

Weighting: 35%

Total Marks: Submission:

100 Online

Due Date: Week 6 & 9

Your task Based on the analysis you have conducted in the first assessment, individually, you are required to create a 10 question survey, distribute it via Survey Monkey (a free online instrument) to collect data from a minimum of ten survey participants and to provide four-page analysis of the gathered data.

Assessment Description. In this individual assessment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, and cultural factors covered in weeks 3 to 5 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 designed to examine why customers have decided to purchase your chosen product or service. These questions should inquire survey participants about perception, attitudes, motivation, and cultural factors. Please note that this survey should not ask participants questions about product or service quality/price/attributes and customer satisfaction. By the end of week 6, you are required to provide the ten questions that you will use in Survey Monkey to survey 10 participants who purchased the chosen product/service in the first assessment to your workshop facilitator via MyKBS, under ‘assessments tab’ > ‘Survey Questions and Objectives Validation’ icon. In providing the list of ten questions, you must also include answer options and objective/s that link to each of the questions in a nested table. This validation step is worth 10% of your final grade in this subject, with 1% awarded per each correctly constructed question, its answer options and suitable objective/s. Please note that you will not be able to submit the 4-page survey analysis or any other assessment in this subject until your workshop facilitator has approved your questions, so be wise and don’t be late.

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.

By the end of week 7, once your workshop facilitator has validated your survey questions, 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 a minimum of ten responses, and it is recommended that you either distribute your survey to friends, family, colleagues or others who have also bought the same product/service as you. Please note that the fabrication of responses will yield an overall failing grade for this assessment. Once you have created your survey and collected participants’ responses, you are required to write a four-page summary that includes:

• a one-page statement outlining the purpose of the survey, i.e., what were you trying to achieve by asking your participants to undertake the survey?, and justification for the preferred method of survey distribution, i.e., how, and why you have administered the survey?

• a one-page summary of gathered responses, i.e., a comprehensive overview of all results; and

• a two-page critical analysis of the key findings that you have identified, i.e., what does the gathered data mean? How does it compare to your own purchase journey in assignment one, what are the similarities and differences, and why do you think this is the case?

In preparing your survey analysis, you are also required to use theories and concepts related to consumer behaviour discussed in weeks 3 to 5 by incorporating consumer behaviour literature into your analysis. In referencing your survey, video from the first assessment and other sources of information, you must use Kaplan Harvard Referencing Style. These may include government publications, industry reports, and journal articles. These references should be presented as in-text citations and a reference list at the end of your written analysis (not included in the page limit). In finalising your submission, you must also include appendices section comprising of your Survey Monkey login details, and screenshots of Survey Monkey graphical representation of results (not included in the page limit). This survey analysis is worth 25% of your grade for this assessment, and it will serve the basis for the third assessment in this subject.

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 Creation and Submission The validation step must be submitted on time (before the end of week 6) via MyKBS, under ‘assessments tab’ > ‘Survey Questions and Objectives Validation’ icon. To check specific due date and time of the submission, please review the information provided under the ‘assessments’ tab in this subject.

For more useful tips on how to use Survey Monkey, please view the YouTube channel via the following link: 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]

The 3-page written survey analysis file must be submitted on time (at the start of week 9) 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 problem 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 full policy by clicking here.

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.

What is academic integrity and misconduct? What are the penalties for academic misconduct? What are the late penalties? How can I appeal my grade?

Click here for answers to these questions: https://www.kbs.edu.au/about-us/school-policies

Page Limits for Written Assessments

Submissions that exceed the page limit 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 Learning Advisor or refer to the resources on the MyKBS Academic Success Centre page. Click here for this 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.

MBA404 Assessment 2 Marking Rubric – Individual Written Survey Analysis 25%

Marking

Criteria (__/100)

F (Fail)

0 – 49%

P (Pass)

50 – 64%

C (Credit)

65 – 74%

D (Distinction)

75 – 84%

HD (High Distinction)

85 – 100% Statement

__/15 marks

You have provided an unclear and/or incoherent statement

that does not outline the purpose of your survey and/or

justification of the chosen administration method.

You have provided a basic statement that outlines the purpose

of your survey and a limited justification of the chosen

administration method.

You have provided a detailed statement that outlines the purpose

of your survey, although the justification of the chosen

administration needs further thought.

You have provided a detailed statement that outlines the

purpose of your survey and a suitable justification for the

chosen administration method.

You have provided a concise statement that outlines the purpose of

your survey and a comprehensive justification of the chosen

administration method.

Summary

__/20 marks

You have provided an unclear and/or incoherent summary of survey data that lacked logic.

You have provided a basic summary of survey data with limited logic.

You have provided a structured summary of survey data, although

further logic is needed.

You have provided a logical and structured summary of survey

data.

You have provided a logical and well- structured summary of survey data.

Key Findings

__/25 marks

You have produced a limited analysis and/or you have

described the survey data by not stating any relevant findings

that are linked to the appropriate consumer

behaviour theories/concepts from weeks 3 to 5.

You have analysed the survey data by identifying key findings and

linking some of the relevant consumer behaviour

theories/concepts from weeks 3 to 5.

You have analysed and interpreted the survey data by identifying key findings and linking some of the

relevant consumer behaviour theories/concepts from weeks 3 to

5.

You have analysed and interpreted the survey data by

identifying key findings and linking most of the relevant

consumer behaviour theories/concepts from weeks 3

to 5.

You have critically analysed and interpreted the survey data by

identifying key findings and linking all of the relevant consumer behaviour

theories/concepts from weeks 3 to 5.

Use of sources/supportive evidence

__/10 marks

Your research lacks focus and/or you have chosen

unsuitable or bogus sources, which do not link to the required

assessment task.

You have demonstrated a basic level of research, which is supported

by a reasonable selection of sources.

You have demonstrated substantial research, which is supported by a reasonable selection of sources.

You have demonstrated substantial research, which is supported by an appropriate

selection and range of sources.

You have demonstrated extensive research, which is supported by an appropriate selection and range of

sources.

Grammar/Spelling

__/10 marks

Spelling and/or grammar is consistently incorrect. It impacts

on the flow and readability of your analysis.

Though there are some errors in grammar and spelling, these do not detract from the readability and flow

of your analysis.

Mostly correct grammar and spelling but any errors do not impact on the readability and flow of your analysis.

Errors in grammar and spelling are rare, which enhances the readability and flow of your

analysis.

Perfect grammar and spelling throughout, which enhances the

readability and flow of your analysis.

Format

__/10 marks

The format chosen for your analysis is inappropriate and/or lacks thought and consideration

for the intended audience.

The format chosen for your analysis is appropriate, but further attention

to detail would improve its presentation.

The format chosen for your analysis is appropriate, but minor changes would enhance its presentation.

Your analysis is professionally presented and has been

submitted in the appropriate format.

Your analysis is professionally presented and exceeds expectations

for what is suitable for a business environment.

In-text Citations and Referencing

__/10 marks

Neither in-text referencing and reference list adhere to Kaplan

Harvard Referencing Style.

In-text referencing or the resultant reference list adheres to Kaplan Harvard Referencing Style, with

some errors.

Both, in-text referencing and the resultant reference list adhere to

Kaplan Harvard Referencing Style, with some errors.

Both, in-text referencing and the resultant reference list adhere to

Kaplan Harvard Referencing Style, with only occasional minor

errors.

Both, in-text referencing and the resultant reference list adhere strictly to Kaplan Harvard Referencing Style,

with no errors.

Feedback and grades will be released via MyKBS.