Assessment Task 3—Individual Report
Due date: 5pm AEST Friday Week 12
Length: 1500 words maximum
Renting a house can be a major consumption decision, subject to many competing influences. This assignment requires you to look at the rental property choices of 3 people, and provide your analysis on those factors leading to their decisions.
Firstly, please download the 5 survey questionnaires completed by 5 different respondents (these questionnaires will be posted on Moodle from Week 5). After reading through these questionnaires, please pick 3 questionnaires/respondents (you can pick any 3 you like) as the target for your analysis. You will notice that these questionnaires are mainly about making decisions among 6 different rental property options.
Secondly, please use the compensatory decision rule to calculate which rental property option each of the 3 respondents is most likely to choose, based on the decision matrix presented in her/his questionnaire. Is this the rental property s/he would have actually chosen? If there is a difference, please provide an explanation.
Thirdly, please use the theoretical areas below to analyse the behaviour of your chosen respondents. Please explain the differences between their rankings of evaluative criteria and their choices of rental properties, using theories from:
Demographics (age, gender, family situation, income, ethnicity etc)
Lastly, please provide recommendations to the marketer of ANY ONE of the rental property options featured in the survey questionnaires – what are the characteristics of her/his likeliest customers and how might she/he best attract them by applying the theories of learning and memory?
Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.
Your report should follow the subsequent structure:
table of contents;
application of compensatory decision rule;
analysis of behaviour;