Description
Subject code: MBA404
Subject name: Consumer Behavior and Marketing Psychology
Assessment title: Survey Sample and Analysis
Length: 10 question Survey and 6-page analysis
Weighting: 35%
Total marks: 100
Submission: online via Turnitin
Assignment Description
In this individual assignment, you will be given an opportunity to critically analyses and understand the driving forces f perception, attitudes, motivation, group and individual references, culture, family and lifestyle that influence consumer behavior and consequently consumers’ purchasing decisions. Based on the analysis you conducted in assignment 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 analyzed in assessment 1. The survey must comprise of 10 questions. You are the required to provide a 6-page summary of the key findings. MBA404 – Consumer Behaviour and Marketing Psychology.
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 behavior discussed in weeks 5 to 8.
More specifically:
- Set a goal
- Design a questionnaire based on the following aspects:
- Perception
- Attitudes
- Motivation
- Group and individual references
- Culture
- Family and lifestyle
- Select participants
- Gather data
- Analyze data
- Write a 6-page summary analysis
- Attach graphical evidence of the survey results as an appendix (not included in the 6 pages)
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MBA404 – Consumer Behaviour and Marketing Psychology
RESEARCH OBJECTIVES
The main aim of the study is to critically analyse and understand the driving forces of
attitudes, perceptions, motivation, culture, group and individual differences, and family and
lifestyle influence consumer towards smartphones in Brisbane. MBA404 – Consumer Behaviour and Marketing Psychology.
SELECTION OF PARTICIPANTS
Respondents were selected from online smartphone consumers in Brisbane. The email
addresses of the consumers were identified and used to gather data. A total of 20 respondents
were selected in the study using simple random sampling technique. MBA404 – Consumer Behaviour and Marketing Psychology.
GATHERING DATA
Survey monkey instrument was used to gather data from the respondents. A 10-
question survey was sent to email addresses of the selected respondents. Survey monkey
instrument was used in the study because it gathers data from a large sample size and it is easy
to analyse…..
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