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Assessment item 1
Due date: Monday, 1 September 2008
Value: 20% of total Assessment in subject
Word limit: 1500 (nominated as a guide excluding references and appendices)
Format: Report style (with headings)
Rationale
This assessment is designed for you to demonstrate your ability to:
• analyse buyer behaviour theory;
• apply theory to a specific case study;
• write in academic report writing style.
Task
Review the case study Mobile TV a lifestyle choice? (Quester et al, 2007, p 147) and answer the following questions (Note: You do not have to answer the questions listed beneath the case study):
1. Explain the relationship between problem recognition, information search and evaluation of alternatives in relation to how you create evaluation criteria.
2. Describe the decision rule that you would use to purchase a mobile phone; justify your choice.
3. Reflect on your lifestyle with and without a mobile phone; what are your conclusions and evaluations about mobile phone features as part of your life.
Include an introduction and a conclusion to your report.
Presentation
• Report format with headings/sub-headings.
• Use diagrams and tables www.51lunwen.org where appropriate.
• Full justify 1.5 line space with 12 point font.
Referencing
• The work of others must be acknowledged (even the textbook).
• Use APA referencing style, see Interact-resources for an overview of style.
• Include a reference list at the end of the report, not a bibliography.
Refer to marking guide
 
Marking guide for Assessment item 1 (20 marks)
Criterion Comment  Grade
Theoretical foundations
Understanding of theoretical issues
Presented with literature from the textbook and other academic sources
  /7
Application of theory
Applied to theory specifically
Evaluation of theory with case study information
  /7
Referencing
Referencing style is consistent
Appropriate style applied
  /3
Presentation
Good report writing style
No errors
Appropriate structure
Appropriate format
  /3
Overall Grade  /20

Case study
 
Source: Quester, P., Neal, C., Pettigrew, S. Grimmer, M., Davis, T. & Harwkins, D. (2007).  Mobile TV a lifestyle choice, in Consumer behaviour:  Implications for marketing strategy (5th ed, p. 147). North Ryde, NSW Australia: McGraw Hill Australia.