Assignment Brief

Consumer Behaviour
(6MK506)
September 2015

University of Derby Online Learning

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Module Overview:
Satisfying customers, consumers and clients is a priority for all organisations if they wish to
survive and prosper. This can only be achieved if organisations are able to see the world
through their customers' eyes, understand the often seemingly irrational nature of their
purchasing behaviour and respond with appropriate products or services.
This module concerns itself with theories underlying customer behaviour and provides a
foundation for analysing customer needs and wants. It also provides an opportunity for
students to apply these concepts through self-analysis and/ or through applications in case
studies or real life situations.

Learning Outcomes:
On successful completion of this module, you will be able to:
1. Critically evaluate the theory and concepts of customer buying behaviour.
2. Evaluate the range of models and research methods used to explain consumer
behaviour.

3. Select, justify and apply relevant theory and models to inform successful decision
making

Assessment
Formative Activities & Assessment
Formative Activities and Assessments are opportunities for you to apply, practice and make
sense of the learning materials and content that you have encountered. These may take the
form of individual tasks, such as reading some text or watching a video and documenting
your reaction to it, responding to some discussion points on the discussion forum,
considering a case study, or participating in a live online classroom session. The main aim
of formative activities is for you to receive feedback on your contribution or performance that
will help you prepare for and complete your final module assessment.

Summative Assessment
Summative assessments are the pieces of coursework that you complete which contribute
towards your final grade in this module. You should take the feedback that you receive from
the completion of coursework in this module and use it to help you improve your
performance in future assessments.
Summative assessment in this module is two pieces of submitted coursework. You will be
expected to submit your summative assignments via the Turnitin assessment point and
Blackboard assignment tool on the Assessment page in My Learning section of the your
module.

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Coursework 1
Assessment weighting:

50%

Word count:

1500 words

Submission Date/Time:

28/10/15 9pm GMT

Assignment
Coursework 1

Research proposal

(CW1)

Learning outcomes to be assessed: 1, 2 & 3 - Weighting 50%

You are required to submit a 1,500-word proposal for a small scale project
to observe consumers buying behaviours in commercial environment
within your local area for analysis. Your proposal must provide clear aim
and objectives, rationales and justifications of your project, incorporating
relevant theoretical concept and ethics. Your proposal must be approved
by your tutor in prior to implementation (CW2).
Submission is electronically via Turnitin

Coursework 2
Assessment weighting:

50%

Word count:

No longer than 10 minutes

Submission Date/Time:

09/12/15 9pm GMT

Assignment
Coursework 2

Presentation

(CW2)

Learning outcomes to be assessed: 1, 2 & 3 - Weighting 50%

Based on the proposal you have submitted for CW1, you are to implement
the project and present your findings and analysis using relevant theories
and models in an online presentation. Your presentation should last no
longer than 10 minutes.
Submission is electronically via Blackboard Assignment Tool

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Assessment Guidelines
Coursework 1: Research Proposal
You are required to submit a 1,500 word proposal for a small-scale research project that will
enable you to develop greater insights into consumers buying behaviour. You should select
a commercial environment within your local area as the focus of your research.
In your proposal you should:
Clearly articulate the aims and objectives of your research, sharing your research
question (hypothesis).
Share your rationale for your project; typically this should include justification of
both the commercial setting and what you hope to learn about consumer behaviour.
Ensure that you underpin your proposal with application of relevant theoretical
concepts to support the justification of your approach.
It is critical to explicitly outline the ethical considerations associated with your
research and how you propose to address these.
Observe the Harvard style of referencing theoretical concepts both in-text and in the
references list at the end of your assignment.
You should adopt a report format for your proposal.
Your research proposal (CW1) must be submitted to your tutor during Week 5 for their
approval and feedback prior to implementation. You will report on your findings in CW2.
Maximum word count 1,500 words.

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Coursework 2: Presentation
Having shared your research proposal with your tutor in CW1, you need to implement your
proposed research project once your tutor has approved your proposal.
The focus of CW2 assessment is two-fold:
1. Report on your findings following the implementation of your research project i.e.
sharing what you have learnt about consumer behaviour as a result of undertaking
your research project.
2. Analyse your findings. Your analysis should be underpinned by application of
relevant theoretical concepts.
Your presentation should be of a professional standard in which you clearly and concisely
present your findings and share your analysis. Better presentations will make effective use
of charts, graphs and diagrams.
Your presentation is to last no more than 10 minutes and take a form on one of the
following:

A slideshow file with audio (e.g. Powerpoint slide show) file to be submitted via
Blackboard Assessment tool; or,

A cloud-based presentation e.g. Prezi, Powtoon, or slideshow with voice over

uploaded on your Youtube account - the URL link is to be submitted via Blackboard
Assessment tool.

Guidance on creating a presentation

You will find this section of Personal Development Planning in the Digital Age useful. In
addition, there are a number of websites with instructions regarding creating an online
presentation, for example:
1. PowerPoint
Adding voice over to PowerPoint: http://www.youtube.com/watch?v=TsyYRvnedrQ
How to put PowerPoint on YouTube: http://www.youtube.com/watch?v=nNEVVxIV8ZA
2. Prezi (free online presentation tool: http://prezi.com/)
Adding audio (voiceover) to Prezi: https://prezi.zendesk.com/entries/22596482
Turn a Prezi into a video: http://www.youtube.com/watch?v=ZvtyQEHsefs
3. Powtoon (free online presentation tool: http://www.powtoon.com/)
Sound Manager (a feature to add audio/voice over):
http://www.powtoon.com/tutorials/#prettyPhotoVideo/1/
Uploading PowToon on YouTube:
http://support.powtoon.com/knowledgebase/articles/93785-can-i-upload-my-powtoon-to-myyoutube-channel-

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Assessment Criteria
Coursework 1: Research Proposal
It is important to remember that CW2 requires you to implement your proposal.
Therefore it is important to ensure that your proposal is of a sufficiently small scale to enable
you to implement it within the given timescales yet also provide you with the opportunity to
explore a number of aspects of consumer behaviour.
You should clearly outline what form of research you will undertake to enable you to develop
a better understanding of consumers buying behaviours. You should develop a research
question that provides clear insight into what you want to learn about consumers buying
behaviour. It is essential that specific consideration is given to ethical issues associated with
this form of research. If you feel there are no ethical issues then you need to justify why you
feel this is the case.
Your proposal should:
clearly state the aims and objectives of the research
clear articulation of your research question (hypothesis) providing insights as to what
you want to understand / learn about consumer behaviour
clearly state the rationale and justification for the research
propose and justify the use of appropriate research methods
consideration of the possible limitations of your proposed research methods
make use of a range of relevant theories and concepts to inform the justification for
the research itself and the proposed research methods
include a section that clearly explains how any ethical issues will be addressed
Your proposal should also consider:
the nature of consumer behaviour to be researched
when and where you will conduct your research
the conditions under which you will conduct your research.
In order to pass your proposal should:

Demonstrate a fair level of critical analysis and evaluation

Demonstrate an adequate understanding of research techniques
Demonstrate an adequate understanding of research ethics
Include some evidence of original thinking
Include some academic underpinning
Include some evidence of wider reading
Use an appropriately professional format
Use the Harvard Referencing System

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In order to gain a higher grade your proposal should:

Demonstrate a high level of critical analysis and evaluation

Demonstrate a good understanding of research techniques
Demonstrate a good understanding of research ethics
Include clear evidence of original thinking
Include extensive academic underpinning
Include clear evidence of wider reading
Make good use of an appropriately professional format
Present the proposal clearly, coherently and logically
Use the Harvard Referencing System

Coursework 2: Presentation
After having implemented your proposal you are required to prepare a presentation that
would take no more than 10 minutes to present.
The overall aim of the presentation is to clearly and convincingly present the main findings of
your research project.
The findings of your project should provide a detailed insight into the consumer behaviour
researched and you should make use of relevant theories and concepts to help understand
these behaviours.
Your standard of presentation should be that expected of a professional market research
agency in that:
your presentation be structured so that it would not last longer than the allocated time
your presentation should be clear, concise, well presented and make good use of
audio (voice over), charts / diagrams, graphs, etc. where appropriate
Harvard referencing should be used where appropriate.
Your presentation should focus on the main findings of your research. Detailed findings can
be included as an appendix to your written submission but are not a direct requirement.

Marking scheme
Subject matter understanding and judgment
Critical analysis.
Evidence of wider reading.
Synthesis of ideas into a logical, coherent report.
Presentation and English.

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Assessment Presentation
When marking this assignment the academics will also be looking for the following criteria:

Clear legible presentation.

Good use of spelling, grammar and language throughout.

Appropriate focus, meeting learning outcomes/assignment criteria.

Logical progression and structure of arguments.

(Normally) an introduction, a well-developed discussion and a conclusion

summarising the work.

The introduction will include an exploration of the focus of the assignment and
discuss the way the assignment has been approached.

Evidence of a range of relevant supporting reading.

Use of accurate, evidence based information to support the arguments made.

Follow normal Academic Regulations in terms of Academic Offences, style and

language.

Use the Harvard system of referencing and may include a bibliography that lists all
resources referenced.

A declaration statement which says you have checked your Turnitin originality report
and certain that the work is your own (and has never been submitted for marking
before by you, or anyone else)

Maintain the confidentiality of clients/customers and persons associated with them,

colleagues and organisations

This module uses a grading scale applicable to Levels 4, 5 and 6 in the University Credit
Framework. The grade descriptors (on the next page) are typical characteristics of the
standard of work associated with each grade.

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40-49%

35-39%

21-34%

1-20%

NS

Academic offence notation

Applies to proven instances academic offence.

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First
Second
Div 1
Second
Div 2

50-59%

Third

60-69%

Excellent
Outstanding; high to very high standard; a high level of critical analysis
and evaluation, inclusive original thinking; commendable originality;
exceptionally well coherence and logic. Trivial or very minor errors. For
the highest marks (90-100%): an exceptional standard of work illustrating
thorough and in-depth understanding, communicated with exceptional
authority.
Very Good
A very good standard; a very good level of critical analysis and
evaluation; significant originality; well researched; a very good standard
of presentation; commendable clarity of ideas; thoughtful and effective
presentation; very good sense of coherence and logic; minor errors only.
Good
A good standard; a fairly good level of critical analysis and evaluation;
some evidence of original thinking or originality; quite well researched; a
good standard of presentation; ideas generally clear and coherent, some
evidence of misunderstandings; some deficiencies in presentation.
Satisfactory
A sound standard of work; a fair level of critical analysis and evaluation;
little evidence of original thinking of originality; adequately researched; a
sound standard of presentation; ideas fairly clear and coherent, some
significant misunderstandings and errors; some weakness in style or
presentation but satisfactory overall.
Unsatisfactory
Overall marginally unsatisfactory; some sound aspects but some of the
following weakness are evident; inadequate critical analysis and
evaluation; little evidence of originality; not well researched; standard
presentation unacceptable; ideas are unclear and incoherent; some
significant errors and misunderstandings. Marginal fail.
Poor
Below the pass standard; a poor critical analysis and evaluation, virtually
no evidence of originality; poorly researched; presentation unacceptable
and not up to graduate standard; ideas confused and incoherent, some
serious misunderstandings and errors. A clear fail, short and pass
standard.
Very Poor
Well below the pass standard, with many serious errors. Standard of
presentation totally unacceptable, incoherent and may be severely underlength. No evidence of evaluation or application. A very clear fail, well
short of the pass standard.
Non-submission
No work has been submitted.

Marginal
Fail

70-100%

Mark Descriptors

Fail

% mark

Class

Level 4,5,and 6 Grade Descriptor

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Coursework 2 Presentation Grading Criteria

Grade

Use of Theory

Evaluation & Analysis

Presentation Style

1-34%

The presentation does not share the

main findings of the research project.
The presentation uses a very limited
amount of relevant information.
Where theories are presented, they
are merely described and irrelevant
to analysis and discussions. There is
no academic referencing in the
presentation verbally or in writing.

There is no clear presentation of main

findings. Discussions are very basic with
no attempt at analysis. The presentation
shares only basic summary with no
development of key points or
interpretation of findings. No
conclusions are present.

The presentation style is poor. Where voice over

or audio is used tone and volume was such that
the presenter is inaudible. There is too much or
too little text provided to enable the message to
be communicated clearly. The use of images,
graphs, tables etc are irrelevant and/or do not
enhance the audiences understanding. Overall
the quality of the presentation is an
unacceptable standard.

The presentation does not share the

main findings of the research project
very clearly. The presentation makes
very little use of relevant theories to
support or enhance analysis and
discussions. There is no academic
referencing in the presentation
verbally or in writing.

There is a degree of presentation of

findings but they are overly descriptive,
unconvincing and not supported by
evidence. It is not clear from the
findings what has been learnt about
consumer behaviour. There is little or no
attempt at analysis. No clear conclusions
are present.

The presentation style is unsatisfactory. Where

voice over or audio is used tone is monotonous
and volume is inaudible. There is excessive or
insufficient text provided to enable the message
to be communicated clearly. The use of images,
graphs, tables etc are not relevant and/or does
little enhance the audiences understanding.
Overall the quality of the presentation is
unsatisfactory.

The presentation shares the main

findings of the research project
adequately. Appropriate theoretical
frameworks have been selected and
applied correctly but could have
been used more fully in the analysis
of the subject. There is an attempt at
academic referencing verbally and in
writing.

Basic findings are shared but they are

quite weak or not fully substantiated by
the information presented. There is an
attempt at analysis but it is shallow and
undeveloped. There is an attempt to
draw conclusions but they are not clearly
based on evaluation and analysis.

The presentation style is satisfactory. Where voice

over our audio is used tone and volume are
acceptable. There is adequate text provided to
enable the message to be communicated clearly.
The use of images, graphs, tables etc were
relevant in parts and/or are adequate in
enhancing the audiences understanding. Overall
the quality of the presentation is satisfactory.

The presentation shares the main

findings of the research project well.
The appropriate theoretical
frameworks have been applied
correctly and have been used fully in
the analysis. Academic referencing
verbally and in writing is good.

Some useful findings are shared and a

reasonable depth of analysis is present,
supported by evidence. Conclusions
about consumer behaviour are drawn
which are reasonably sound and based
on discussions and analysis.

The presentation style is good. Where voice over

or audio is used tone and volume are quite
professional. There is an appropriate amount of
text provided to enable the message to be
communicated clearly. The use of images,
graphs, tables etc are relevant and/or aided the
audiences understanding. Overall the quality of
the presentation is good.

35-39%

40-49%

50-59%

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60-69%

70
100%

The presentation shares the main

findings of the research project
very competently. The relevant
theoretical frameworks have been
applied skilfully and have been
integrated fully. Academic
referencing verbally and in writing
is very good.

Very good findings are shared and

analysis has depth and clarity.
Conclusions about consumer are
logically drawn from the discussions and
analysis presented.

The presentation style overall is very good. Where

voice over or audio is used tone and volume are
professional. There is a very good amount of text
provided to enable the message to be
communicated clearly. The use of images,
graphs, tables etc are very relevant and/or
enhanced the audiences understanding very
well. Overall the quality of the presentation is
very good..

Appropriate theoretical
frameworks have been selected
and applied extremely thoughtfully
and have facilitated a concise and
critical analysis. Academic
referencing verbally and in writing
is excellent.

Excellent findings are presented in

effective manners. Analysis is excellent
and incisive, presented with critical
discussions. Clear conclusions are drawn
based on discussions and analysis. It is
clear from the critical analysis what has
been learnt about consumer behaviour.

The presentation style overall is faultless. Where

voice over or audio is used tone and volume are
of an extremely professional standard. There is an
optimal amount of text provided to enable the
message to be communicated clearly. The use of
images, graphs, tables etc are extremely relevant
and/or greatly enhanced the audiences
understanding. Overall the quality of the
presentation is outstanding and extremely
professional..

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