MBA404 Consumer Behaviour and Marketing Psychology

Assignment Help Management Theories

Reference no: EM132509161 , Length: 6 Pages

MBA404 Consumer Behaviour and Marketing Psychology Assignment - Kaplan Business School, Australia

Assessment Title - Validation Approval of Survey Sample and Analysis

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.

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.

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:

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).

Length: Validation Approval of 10 Question Survey and Six-Page Analysis.

Reference no: EM132509161

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