MBA404 Consumer Behavior and Marketing Essay

MBA404 Consumer Behavior and Marketing

Instructions/Descriptions

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

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

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Assessment Description. In this individual assignment, 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 consumers decided to purchase your chosen product or service. These questions should inquire about perception, attitudes, motivation, and cultural factors.

Please note that this survey should not ask participants questions about product or service quality/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 15 participants who purchased the chosen product/service in assessment 1 to your workshop facilitator via MyKBS, under ‘assessments tab’ > ‘Survey Questions and Objectives Verification’ icon.

In providing the list of ten questions, you must also include theories/concepts that link to each of the questions, and objective/s of the questions in a nested table. This validation step is worth 10% of your grade for this assessment, and you will not be able to submit the 6-page survey analysis until your workshop facilitator has approved your questions, so be wise and don’t be late.

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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 15 responses, and it is recommended that you either distribute your survey to friends and family, colleagues or to social media groups that endorse the use of your chosen product/service. Please note that the fabrication of responses will yield an overall failing grade for this assessment. Once you’ve created your survey and collected participants’ responses, you are required to provide a 6-page summary that addresses the following points:

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.

1. The purpose: the overall goal of your survey. 2. An explanation of the administration processes: how was this survey distributed and why? 3. A succinct summary of the survey results. 4. An analysis of the survey results: analysis of emerging themes from gathered data. 5. Reference List (not included in the page limit of this submission). 6. Appendices (Your Survey Monkey login details and screenshots of Survey Monkey graphical

representation of results – not included in the page limit of this submission).

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

Assignment Creation and Submission 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: anastasia.yeark@kbs.edu.au

The 6-page survey analysis 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.

MBA404 Consumer Behavior and Marketing Essay

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