Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title: Length: Survey Sample and Analysis
10 Question Survey and Six-Page Analysis
The product I choose is LG smart fridge:
Your ask
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
that influence consumer behaviour and consequently consumers’ purchasing decisions.
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.
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): IMPORTANT
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 by incorporating consumer behaviour literature into your analysis.
In referencing your survey, these may include government publications, industry reports, and journal articles.
MBA404 Assessment Marking Rubric
Marking Criteria
CR (Credit)
65 – 4%
DN (Distinction)
75 – 84%
HD (High Distinction)
85 – 100%
Questionnaire
Design and
Theory Application
/20 marks
Sample Survey
Analysis
/40 marks
Use of sources/supportive evidence
/20 marks Summary Format
/20 marks
Total marks
/100
o
o You have demonstrated sufficient theoretical application relevant to perception, attitudes, motivation, group and individual differences, culture, family and lifestyle.
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 You demonstrate mostly focused research, although the use of a wider range of sources would enhance the quality of your analysis.
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 You have thoroughly applied relevant theories to perception, attitudes, motivation, group and individual differences, culture, family and lifestyle.
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 You demonstrate focused research, complemented by a wide range of sources.
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 You have expertly applied and integrated all of the theories relevant to perception, attitudes, motivation, group and individual differences, culture, family and lifestyle.
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.
o You demonstrate extensive and focused research, complemented by a wide range of sources.
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.