Assessment Description

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 on iphone 6 plus, 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 iphone 6plus that you analysed. 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 https://www.youtube.com/watch?v=yoDTZuDk5pU&list=PLiTGW c0Er5wfwZeH8ek9- LUvqImcCAy3x&index=16 Survey Design Tutorial Part 1: Choosing a Survey Goal https://www.youtube.com/watch?v=cmc9wJue8Qg Survey Design Tutorial Part 2: Writing a Question List https://www.youtube.com/watch?v=-hCLVS22XIo Survey Design Tutorial Part 3: Best Way to Write a Multiple Choice Question https://www.youtube.com/watch?v=KfOW 8rufEes Survey Design Tutorial Part 4: Yes/No Questions https://www.youtube.com/watch?v=TGr1VLvfGns Survey Design Tutorial Part 5: How To Write Clear Answer Choices https://www.youtube.com/watch?v=a9nf65nZO8c Survey Design Tutorial Part 6: How To Use Ranges https://www.youtube.com/watch?v=phT9O9yN4x0 Survey Design Tutorial Part 7: Matrix Questions https://www.youtube.com/watch?v=6BCJOF9i8RI For more useful tips on how to use Survey Monkey please view YouTube channel via https://www.youtube.com/user/SurveyMonkey 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)