Assessment Description
Overview:
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. Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey - a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the product or service that you analysed in Assessment 1. The survey must comprise a minimum of 10 questions. You are then required to provide a 5-page summary of the key findings.
Please note that it is essential to seek "real" and valid participants who legitimately purchased the product or service.
You will need to use theories and concepts related to consumer behaviour discussed in Weeks 5 to 8. More specifically:
1. Set a goal
2. Design a questionnaire based on the following aspects: Perception
Attitudes Motivation
Group and individual differences Culture
Family and lifestyle
3. Select participants
4. Gather data
5. Analyse data
6. Write a 5-page summary analysis
7. Attach graphical evidence of the survey results as an appendix (not included in the 5 pages)
For those students who have limited experience in using Survey Monkey as a survey and data collection tool, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support.
Survey Monkey: How to Get Started
Survey Design Tutorial Part 1: Choosing a Survey Goal
Survey Design Tutorial Part 2: Writing a Question List
Survey Design Tutorial Part 3: Best Way to Write a Multiple Choice Question
Survey Design Tutorial Part 4: Yes/No Questions
Survey Design Tutorial Part 5: How To Write Clear Answer Choices
Survey Design Tutorial Part 6: How To Use Ranges
Survey Design Tutorial Part 7: Matrix Questions
For more useful tips on how to use Survey Monkey please view YouTube channel
Assessment Format
Your analysis should follow a professional report structure.
Title Page
Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 5 pages (no more) Purpose
Development of survey instrument Administration processes
Data analysis Findings
Appendices (Survey Monkey graphical representation of results)