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)
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=PLiTGWc0Er5wfwZeH8ek9-
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=KfOW8rufEes
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
