Assessment Task —Individual Report Due date: Thursday 5pm AEST Weighting: 50% Length: 1500 words maximum Details 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 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: Personality 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. Assessment Criteria Report structure, writing style, and referencing - 10 marks Analyse the behaviour of chosen respondents using the theories of personality - 10 marks Analyse the behaviour of chosen respondents using the theories of demographics - 10 marks Recommendations - 10 marks Theoretical support (from at least 10 journal articles) - 10 marks Total - 50 marks ASSESSMENT TIP 1: Please see below for the required structure for this individual report. We have also provided suggested word count for each section. Please note that the official word count will be taken from the first word of "Introduction" to the last word of "Conclusion". So "Title page", "Executive summary", "Table of contents", and "Reference list" will not be counted as part of the word count. ---------------------------------------------------------------------------------- Title page Executive summary Table of contents 1. Introduction (around 100 words) 2. Analysis of chosen respondents' behaviour based on personality theories (around 400 words) 2.1 Why their rankings of evaluative criteria are different 2.2 Why their choices of rental properties are different 3. Analysis of chosen respondents' behaviour based on demographic theories (around 400 words) 3.1 Why their rankings of evaluative criteria are different 3.2 Why their choices of rental properties are different 4. Recommendations (around 400 words) 4.1 Characteristics of likeliest customers 4.2 How to attract these customers by applying learning and memory theories 5. Conclusion (around 100 words) Reference list ---------------------------------------------------------------------------------- So, across all sections, you can write around 1400 words for your first draft. Then you may polish your draft by revising or adding a few words in each section. By following this way, you should be able to limit your total word count to below the maximum length of 1500 words. In addition to written paragraphs, you may utilise headings, subheadings, bullet points, tables, figures, or any other form of communication in this assignment, as long as it conveys your argument and analysis clearly. TIP 2: There is no need to attach the 3 chosen respondents' questionnaires to the report. You only need to clearly indicate in your report which 3 respondents you have chosen (e.g., Respondent 1, Respondent 2, and Respondent 5), and refer to them as "Respondent 1", "Respondent 2", and "Respondent 5" whenever needed. TIP 3: what is the best way to conduct "Analysis of chosen respondents' behaviour" in Sections 2 and 3. Please see below for my answer. I am using Section 2 and focusing on personality theories as an example (you can use the same way for Section 3 by focusing on demographic theories instead). Let's assume your three chosen respondents are Respondent 1, Respondent 2, and Respondent 5. As for Section 2.1, you need to explain why Respondent 1's rankings of evaluative criteria are different from Respondent 2 and Respondent 5's rankings. In order to do that, you need to examine their personality differences by comparing their answers to those personality questions in the questionnaire. Then you need to find relevant theories from the textbook or journal articles, to support your analysis on how the respondents' personality differences (e.g., more vs. less extraverted) have caused the differences in their rankings of evaluative criteria (i.e., their different answers to Question 1 in the questionnaire). As for Section 2.2, you need to explain why Respondent 1's choice of rental property is different from Respondent 2 and Respondent 5's choices. Remember the respondents' choices (i.e., their answers to Question 3) may be affected by both their rankings of evaluative criteria (i.e., their answers to Question 1) and their ratings of rental property options against evaluative criteria (i.e., their answers to Question 2). Hence, you need to find relevant textbook/journal theories, to first explain how the respondents' personality differences have caused the differences in their ratings of rental property options against evaluative criteria. Then you can integrate the outcome of this analysis and the previous analysis on different rankings of evaluative criteria, to ultimately explain the differences in your chosen respondents' choices of rental properties (i.e., their different answers to Question 3).