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

Survey Design Tutorial Part 2: Writing a Question List

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

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 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)

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