consumer behaviour

Assessment details for ALL students
Assessment task 1—Individual report
Due date:
Friday of Week 8 by 5.00 p.m. AEST
3,000 words maximum
This assessment task relates to the course learning outcomes numbers 2 to 6.
Postgraduate education has become increasingly popular across the world. However, choosing postgraduate education can be a really complicated decision, subject to many competing influences. Would you study a Master of Management at CQU or USQ? Would you go to INSEAD or LBS to study an MBA? Would you do a PhD in Finance at MIT or Stanford? Is the postgraduate program reputable? Is the course available by distance education? How long does it take to get the degree? How is the job prospect? Are you able to afford the tuition fees? Do you need to relocate? Can you maintain your relationship with your partner? …… What is it that affects this decision and makes it different for everyone? This assignment requires you to look at the postgraduate education choices of three (3) people – you can include yourself in this analysis if you wish.
Firstly, develop a list of 6 different postgraduate education options. Try to include some that aren’t options YOU would like to take but that you know appeal to other people. You might want to refer to websites of different universities or programs while developing this list. Be specific – studying a 2-year-long part-time Master of Management (Marketing) at CQU by distance education (rather than just saying studying a master in general). You may wish to include indicative tuition fees or entry requirements of the postgraduate education options you have chosen to include.
Develop a second list of at least 6 evaluative criteria (Chp 5 of your text) that people might consider when making decisions for postgraduate education– for example, tuition fees, entry requirements, duration, program reputation, level of interest in the study area, distance from home/work, etc. There are many possible reasons underlying postgraduate education decisions.
Place these two lists in a decision matrix (example in textbook).
Show this decision matrix to 3 people (one can be yourself if you need).
– Ask them to rank the evaluative criteria – how important is each criterion in determining THEIR choice of postgraduate education? (For example you might allocate 100 points in total to the evaluative criteria depending on the relative importance of each criterion).
– Ask them to rate each postgraduate education option on your list against each of the criteria (for example, using a scale of 1 – 5, option one might score well on criterion one and get a 5 while it is poor on criterion two and gets a 1. The numbering you use is up to you.)
– Using the compensatory decision rule calculate which postgraduate education option your respondent is most likely to choose based on the matrix. Is this the one they would have actually chosen? If there is a
difference, please provide a brief explanation – for example, the matrix might suggest Adam is most likely to choose the full-time INSEAD MBA in France but in reality he can’t quit his job in Brisbane and chooses to study the part-time MBA at QUT.
Secondly, conduct an analysis of Personal Characteristics leading to postgraduate education choices.
Analyse the choices made by your respondents. Why are their rankings of evaluative criteria different? Why are their choices different?
Using the theoretical areas below, analyse and explain the behaviour of your respondents. Try to explain their choices AND the differences between them using theory from:
– Demographics (age, gender, family situation, income, ethnicity etc)
– Personality (choose a couple of traits that are apparent to you from knowing this person, you do not have to subject them to a personality test!)
You MUST use theory to support your analysis. This section of your report requires support from a minimum of 10 journal article references.
Note: For example, if you are suggesting that gender has a role to play in the decision, you need a journal article reference that indicates different genders have different preferences, same for age. If personality is an issue – suggest the personality trait at work and support that with a reference – perhaps the extrovert chooses to study an MBA in Marketing while the introvert chooses to do a PhD in Mathematics.
Your report should follow the subsequent structure:
ï‚· title page;
ï‚· executive summary;
ï‚· table of contents;
ï‚· introduction;
ï‚· creation of decision matrix;
ï‚· application of compensatory decision rule;
ï‚· analysis of choices;
ï‚· conclusion;
ï‚· reference list.
WARNING: Selection of literary support from Google; Wikipedia;;, and so on will be treated very negatively. These ARE NOT appropriate sources for your academic assignments and use of them is NOT acceptable.
Assessment Criteria – 50%
Report structure, presentation, writing style, referencing
Executive summary, introduction, and conclusion
Creation of decision matrix (postgraduate education options and evaluative criteria)
Application of compensatory decision rule (include completed matrix for each respondent)
Analysis of choices
Support with theory (include at least 10 journal article references)

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