MBA404- Consumer Behaviour and Marketing Psychology

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Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Assessment Information 2
Subject Code: MBA404
Subject Name: Consumer Behaviour and Marketing Psychology
Assessment Title:
Length:
Survey Sample and Analysis
10 Question Survey and Six-Page Analysis
Weighting: 35%
Total Marks:
Submission:
100
Online via Turnitin
Due Date: Week 10
.
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. 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 chosen FMCG product that you analysed in
Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6-
page summary, analysis and discussion of the key findings from your data collection. This
discussion must be aligned to YOUR chosen product and consumer behaviour literature should
be integrated into this discussion to support analysis.
Please note that it is essential to seek “real” and valid participants who legitimately purchased
the chosen FMCG product.
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 6-page summary analysis
7. Attach graphical evidence of the survey results as an appendix (not included in the 6 pages)
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
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

LUvqImcCAy3x&index=16
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 via
https://www.youtube.com/user/SurveyMonkey
Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Assessment Format
Your analysis should follow a professional report structure.
Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more)
Purpose
Development of survey instrument
Administration processes
Data Analysis
Key Findings
Appendices (Survey Monkey graphical representation of results)
Assignment Submission
This file must be submitted as a ‘PDF’ 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 any issue with the submitted file. In this case, you
must contact your lecturer via email and provide a brief description of the issue and a screen shot
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.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business
School “late assignment submission penalties” policy.
Number of
days
Penalty
1* – 9 days 5% per day for each calendar day late deducted from the total
marks available
10 – 14 days 50% deducted from the total marks available.
After 14 days Assignments that are submitted more than 14 calendar days after
the due date will not be accepted and the student will receive a
mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be
given a mark of zero if they are submitted after assignments have
been returned to students
*Assignments submitted at any stage within the first 24 hours after deadline will be considered to
be one day late and therefore subject to the associated penalty
For more information please read the KBS’s Assessment Policy via
https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS-Assessment-Policy-v4.5_incl-SC-form-andMed-Cert_final.pdf
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
MBA404 Assessment Marking Rubric – Individual Survey Sample and Analysis 35%
Criteria NN (Fail)
0 – 49
P (Pass)
50 – 64
CR (Credit)
65 – 74
DN (Distinction)
75 – 84
HD (High Distinction)
85 – 100
Questionnaire
Design and
Theory
Application
You have demonstrated little or
no theoretical application
relevant to consumer behaviour
You have demonstrated
basic theoretical application
relevant to consumer
behaviour
You have demonstrated
sufficient theoretical application
relevant to consumer behaviour
You have thoroughly applied
relevant theories to consumer
behaviour
You have expertly applied and
integrated all of the theories relevant
to consumer behaviour
Sample Survey
Analysis Your analysis lacks depth, and your interpretation is not
relevant
You briefly analyse some of
the sample survey
information and your
interpretation is not always
relevant
You sufficiently analyse most of
the sample survey information
gathered from the questionnaire
and your interpretation is well
structured
You thoroughly analyse and
interpret the survey information
articulately
You critically analyse and interpret
the survey information articulately
and convincingly
Research
Your research lacks focus
because of an unsuitable
choice of sources
You have selected basic
primary and/or secondary
sources
Your research is focused, drawn
from a reasonable selection of
primary and secondary sources
Your research is focused,
complemented by a quality
selection and range of primary
and secondary sources
Your research is extensive and
focused, complemented by a quality
selection and large range of primary
and secondary sources
Report Format
Spelling and/or grammar is
consistently incorrect,
impacting on the flow and
readability of your analysis
Ideas/themes have not been
developed
The format chosen for your
analysis lacks thought and
consideration for the intended
audience
Even though grammar and
spelling are an issue, they
do not detract very much
from the readability of your
analysis
Ideas/themes have been
developed, but your
composition lacks
connections and integration.
The format chosen for your
analysis is appropriate, but
major improvements would
enhance its presentation
Grammar and spelling are very
good but with occasional errors
Ideas/themes have been
developed, but connections are
not always obvious.
The format chosen for your
analysis is appropriate but some
improvements would enhance
its presentation
Errors in grammar and spelling
are rare
There is a logical connection
between your statements, adding
to the readability and credibility of
your analysis
Your analysis is professionally
presented and has been
submitted in the appropriate
format
Correct grammar and spelling
throughout the analysis with no
obvious errors
There is an obvious and logical
connection between your
statements, enhancing the structure,
synthesis, credibility, and readability
of your analysis
Your analysis is professionally
presented and exceeds
expectations in what is evidently
suitable for a high-grade commercial
environment
Feedback will be released via Turnitin

Case Study: Read the following article about the best places to work in Australia:

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Assessment Information
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material
in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection
under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86 098 181 947 is a
registered higher education provider CRICOS Provider Code 02426B.
Assessment 2 Information
Subject Code: BUS102
Subject Name: Introduction to Management
Assessment Title: Case Study – Report
Weighting: 40%
Total Marks: 40
Due Date: Week 9 – Monday 3.55pm
.Assessment Description
Length: 1000 words
Case Study: Read the following article about the best places to work in Australia:
https://www.linkedin.com/pulse/linkedin-top-companies-2017-where-australia-wants-work-roughol
Your Task:
Select just one of the 25 companies from that list. Using that information as a starting point, conduct further
research to find out what else makes that company so popular as a place of employment. This research will be
based on topics covered in class during weeks 4, 5 and 7.
The assessment is to be presented in a Report Format using headings and requires the following sections:
 Cover page
 Table of contents
 Introduction (100 words) – state simply the purpose of the report and the structure to follow
 Overview of the company (100 words) – a general description of the company and its services
 Performance (500 words) – your own research on what makes the company a popular place of
employment (support your research with theory covered in weeks 4, 5 and 7)
 Recommendations (200 words) – the ways in which other companies could emulate its success in
attracting and retaining employees (support your recommendations in relation to the theory covered in
your performance overview)
 Conclusion (100 words) – a summary of the key information you identified in your report
 Reference List
Please refer to the marking criteria as a guideline to help you complete the report.
Reference guide: Use a minimum of four references. This may include weekly readings, text books, news
articles from respected publications, and journal articles. Referencing should be in the Harvard style – please
refer to Kaplan’s ‘Harvard Referencing Guide’.
KBS presentation guidelines: Arial, size 11 font, 1.5 spacing
Submission: PDF and submit to Turnitin by the due date. Late submissions will incur a late penalty.
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Assessment Marking Rubric
Criteria HD (High Distinction)
85%-100%
DN (Distinction)
75%-84%
CR (Credit)
74%-65%
P (Pass)
50%-64%
NN (Fail)
0%-49%
Score
Report Structure
15 Marks
 Introduction includes
background, purpose and
scope
 Discussion analyses the
situation and develops a clear,
logical, advanced argument
 Recommendations are clear,
logical and is well detailed.
 Conclusion accurately
summarises the report
 Graphics are appropriate,
labelled and placed close to
the text that refers to them.
 Introduction includes
background, purpose and
scope
 Discussion analyses
the situation and
develops a clear, logical
argument
 Recommendations are
clear and detailed
 Conclusion accurately
summarises the report
 Graphics are
appropriate and labelled.
 Introduction includes
most relevant information
 Discussion analyses the
situation
 Recommendations are
clear
 Conclusion summarises
the report
 Graphics are appropriate.
 Introduction includes some
required information
 Discussion analyses some
elements of the situation
 Recommendation included
 Conclusion does not fully reflect
the contents of the report
 Graphics are used to illustrate
points but not fully discussed.
 Introduction does not include
background or purpose of
report
 Discussion does not
describe or analyse the major
elements of the situation
 Inappropriate
recommendations included
 Conclusion does not reflect
the contents of the report
 Graphics (if included) do not
relate to the discussion.
/15
Research and
Analysis
15 Marks
 Research covers all areas
outlined in the instructions
within the word limit
 Discussion is of appropriate
depth and all aspects of the
discussion are relevant to the
situation
 Analysis demonstrates
critical understanding and
results in valid judgements and
recommendations
 Discussion equitably
compares the perspectives of
different sources
 Discussion is supported by a
substantial range of credible,
current sources (references)
 Argument is persuasive and
is ordered logically
 Research covers main
areas outlined in the
instructions within the
word limit
 Discussion is of
appropriate depth and
most aspects of the
discussion are relevant to
the situation
 Analysis results in valid
judgements and
recommendations
 Discussion compares
the perspectives of
different sources
 Discussion is supported
by credible, current
sources (references)
 Argument is ordered
logically
 Research covers most
areas outlined in the
instructions within the word
limit
 Discussion is of
appropriate depth and
some aspects of the
discussion are relevant to
the situation
 Analysis mainly results in
valid judgements and
recommendations
 Discussion compares the
perspectives of different
sources
 Discussion is supported
by a range of sources
(references)
 Argument is ordered
logically in most sections.
 Research covers some areas
outlined in the instructions within
the word limit
 Most aspects of the discussion
are relevant to the situation but
not in depth
 Analysis demonstrates some
understanding to lead to
judgements and
recommendations
 Discussion does not fully
consider perspectives of different
sources
 Discussion is supported by
some sources (references) but
they are not always credible or
current
 Argument is not persuasive and
could be more logically ordered.
 Research does not cover
many areas outlined in the
instructions
 Many aspects of the
discussion are not relevant to
the situation
 Analysis does not fully
understand the situation to
provide judgements and
recommendations
 Discussion does not
consider perspectives of
different sources
 Discussion is unsupported
by relevant sources
(references)
 Argument is not persuasive
/15
COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969
This material has been reproduced and communicated to you by or on behalf of Kaplan Business School pursuant to Part VB of the Copyright Act 1968 (‘Act’). The material in this communication may be subject to copyright under the Act. Any further
reproduction or communication of this material by you may be the subject of copyright protection under the Act. Kaplan Business School is a part of Kaplan Inc., a leading global provider of educational services. Kaplan Business School Pty Ltd ABN 86
098 181 947 is a registered higher education provider CRICOS Provider Code 02426B.
Language and
presentation
10 Marks
 Sentences and paragraphs
are well structured and clear.
 Vocabulary is professional,
appropriate and extensive
 Grammar, spelling and
punctuation are flawless.
 Document professionally
presented in terms of KBS
guidelines
 Intext referencing and
reference list format correct to
the Harvard Reference style
 Sentences and
paragraphs are well
structured and clear with
minor exceptions.
 Vocabulary is
professional and
appropriate.
 Grammar, spelling and
punctuation are good.
 . Document
professionally presented
in terms of KBS
guidelines
 Intext referencing and
reference list format
correct to the Harvard
Reference style with
minor exceptions
 Sentences and
paragraphs are mainly well
structured
 Vocabulary is
comprehensive
 Few errors in grammar,
spelling and punctuation
 . Document
professionally presented in
terms of KBS guidelines
with few exceptions
 Intext referencing and
reference list format correct
to the Harvard Reference
style with some errors
 Sentences and paragraphs are
readable but with grammatical
errors
 Vocabulary is limited.
 Document professionally
presented in terms of KBS
guidelines with significant
exceptions
 Intext referencing and reference
list format contains significant
errors
 Meaning is often unclear
 Comments are poorly
structured
 Many grammatical,
vocabulary and spelling errors
 Document poorly presented
and many aspects do not
comply with KBS guidelines
 Intext referencing and
reference list format mainly
incorrect
/10
Comments:
Assignment Mark/Grade: /40
Total
/40