Reference no: EM132606229

MBA404 Consumer Behaviour and Marketing Psychology - Kaplan Business School

Assessment - Validation Approval of Survey Questions and Survey Analysis

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 10 respondents 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/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 assessment 1 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 objective/s that link to each of the questions and corresponding answer options 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 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.

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 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've created your survey and collected participants' responses, you are required to write your summary that includes:
• a one-page statement outlining the purpose of the survey and justification of the chosen administration method;
• a one-page summary of gathered responses; and
• a two-page critical analysis of the key findings that you have identified.

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).

Attachment:- Consumer Behaviour and Marketing Psychology.rar