MBA404 Consumer Behaviour
& Marketing Psychology
Assessment 2 Webinar
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Assessment 2 Overview
LO1: Demonstrate an understanding of and be able to explain the determinants of
consumer behaviour.
LO2: Analyse the role of perception, attitude, motivation, group and individual
differences, culture, family and lifestyle on consumer behaviour.
LO5: Research and report on contemporary consumer behaviour such as
attitudes, group influences, culture, social class, consumer learning processes,
organisational and personal buying decision making.
What is due in Week 6?
Saturday the 29th of August 2020
09:00 AM (AEST)
The Task
Your first task is to create a survey comprising of 10 questions that
designed to examine why customers 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.
You will need to provide the 10 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.
To recap: Question Types
Open-Ended Question
Describe the experience
you had today at your local
supermarket.
Closed-Ended Question
Did you have a good
experience today at your
local supermarket?
Formerly Closed, now Open-Ended
What caused you to have such an
experience at your local supermarket
today?
To recap: Question Types Cont.
Likert Scale
On a scale of 1-5, with 1
being Dissatisfied and 5
being Satisfied, please
indicate to what extent you
agree with the following
statement:
“Volvo is the safest car.”
Multiple Choice Questions
It's important to observe that
even a simple behaviour like
shampooing is tied to:
A) Gender
B) Social class
C) Ethnicity
D) Age
E) All of the above
Creating Survey Questions
• Start with a theory/concept in mind and unpack its
application by determining if it applies to your
decision-making process.
• Please keep it simple. Eliminate any unnecessary
questions.
• Pay close attention to the wording of your
questions: avoid using complicated terms.
• Each question should have a defined objective.
• Start with high-interest questions and close with
demographic questions (if applicable).
LEGO Harry Potter Example
Let’s presume that you are planning to ask me a set of questions
based on my recent purchase of the LEGO Harry Potter set for
my daughter’s birthday as a present.
Attitudes
We know now that an attitude is a learned tendency to respond
consistently towards a given object. Likewise, we understand
that the Attitude Function Theory has four functions: Utilitarian,
Social Identity, Ego-defensive, and Knowledge.
If you were to ask me a question in regards to my attitudes, here
is a fitting example that uses MCQ format:
Lego Harry Potter Example Cont.
Question: ‘Chose one or more of the following options that suit
best your decision-making process when you bought the LEGO
Harry Potter set for your daughter’s birthday.
Options:
• Utilitarian Function: I wanted to produce the highest amount of
happiness for my daughter/me
• Social Identity Function: I wanted to reaffirm my self-concept
through the eyes of my daughter
• Ego-defensive Function: I wanted to ensure that my
daughters present does not compromise my or her self-image
• Knowledge Function: I wanted to provide my daughter with a
structure regarding my attitude or opinion for this product.
Objective: To understand the survey respondents’ attitude
function towards the LEGO Harry Potter set.
Lego Harry Potter Example Cont.
Attitudes Cont.
We know that Heider’s Balance Theory examines the
psychological inequality, i.e. the balance theory. In other
words, we want to maintain psychological stability, and we
form relationships that balance our likes and dislikes.
Therefore, you could ask me the following Likert scale
question:
Lego Harry Potter Example Cont.
Question: In purchasing the LEGO Harry Potter set for your
daughter’s birthday, please rate on scale of 1 to 5, with 1 being
not important and 5 very important, how important it was for you
to ensure that your daughter has the same attitude as you
towards this product?
Options:
1: Not important
2: Slightly important
3: Moderately important
4: Important
5: Very important
Objective: To determine if psychological stability influenced the
respondents’ attitude when they bought the Lego Harry Potter
set.
Lego Harry Potter Example Cont.
Perception
We know that it refers to a consumer’s awareness and
interpretation of reality. Likewise, we know that with instrumental
(operant) conditioning, the behaviour is conditioned through
positive or negative reinforcement. Reinforcers are stimuli that
strengthen the desired response. So, in this case, you could ask
me the following open-ended question:
Question: ‘In buying the LEGO Harry Potter set for your
daughter’s birthday, describe the intended behaviour that you
were hoping your daughter to display towards this product.’
Objective: To determine if the operant conditioning was relevant
to the respondent’s consumer decision making process.
Lego Harry Potter Example Cont.
Cultural Factors
We know that a reference group is any group to which an individual
looks for guidance as to what are appropriate values, attitudes or
behaviours. Likewise, we know that there are three main types of
reference groups: Membership, Aspiration and Dissociative. Based on
this, you could ask me the following MCQ question:
Question: As to which of the following groups do you think you belong
to?
Options:
A. An adult fan of LEGO (AFOL)
B. A die-hard fan of Harry Potter (Potterhead)
C. A & B
D. None of the above
Objective: To determine the reference group of the respondents and its
relevance to the purchase of the LEGO Harry Potter set.
Format of Submission
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.
Any Questions?
What is due in Week 9?
Monday 14th of September 2020
11.55 PM (AEST)
The Task
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 10 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.
But I don’t know how to create a
survey via Survey Monkey…
To start, please visit the
following website:
https://www.surveymonkey.
com/user/sign-up/
From there, the system will
ask you to create your free
account.
Watch closely as I
demonstrate how to create
a survey via Survey
Monkey!
The Task Cont.
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.
The Task Cont.
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.
The Task Cont.
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.
The 4-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.
Any Questions?