Reference no: EM132443290

MBA404 - Consumer Behaviour and Marketing Psychology - Kaplan business school

Assessment - Survey Sample and Analysis

Task

Based on the analysis you conducted in Assessment 1, individually, 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 covered in weeks 3 to 8 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 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.

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. 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)

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 in weeks 3 to 8 by incorporating consumer behaviour literature into your analysis. In referencing your survey, video from assessment 1 and other sources of information, you must use Kaplan Harvard Referencing Style. These may include government publications, industry reports, and journal articles.

Attachment:- Survey Sample and Analysis.rar