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Universiti Tun Hussein Onn Malaysia

This document outlines an individual assignment for a Strategic Marketing course. Students are instructed to [1] conduct a mini-research study using a provided questionnaire to understand the online shopping behaviors of senior customers in Malaysia aged 55 and older, [2] write a report in four sections that introduces the topic, reviews relevant literature, analyzes the questionnaire data, and provides conclusions and recommendations, and [3] submit the assignment in the author platform or by email. The assignment contributes 15% to the course grade. Students are given submission requirements and instructed that plagiarism will not be tolerated.

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zulaiha kaderi
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62 views2 pages

Universiti Tun Hussein Onn Malaysia

This document outlines an individual assignment for a Strategic Marketing course. Students are instructed to [1] conduct a mini-research study using a provided questionnaire to understand the online shopping behaviors of senior customers in Malaysia aged 55 and older, [2] write a report in four sections that introduces the topic, reviews relevant literature, analyzes the questionnaire data, and provides conclusions and recommendations, and [3] submit the assignment in the author platform or by email. The assignment contributes 15% to the course grade. Students are given submission requirements and instructed that plagiarism will not be tolerated.

Uploaded by

zulaiha kaderi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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UNIVERSITI TUN HUSSEIN ONN MALAYSIA

FACULTY OF MANAGEMENT TECHNOLOGY & BUSINESS

Name of Course STRATEGIC MARKETING


Course Code MPA10103
Lecturer(s) Ts. DR. MUHAMMAD ASYRAF HASIM
Semester / Year SESSION 2021/2022
Due Date 14 MAY 2022 – SATURDAY
Assessment INDIVIDUAL ASSIGNMENT
Weightage 15%
Front Cover NAME, ID, COURSE NAME & CODE, PROGRAM, DUE DATE, LECTURER

Introduction

Using a questionnaire, conduct a mini-research to understand the behavior of senior customers


(age 55 years old and above) on online marketing. It would be best to find at least fifty (50)
senior citizens as respondents in your study. Please use the questions below in the
questionnaire and use an appropriate Likert scale for each question. In addition, you also need
to create demographic questions to understand the profile of your respondents.

What to do:

Write four sections.

Section 1: Introduction: Discuss online marketing and senior citizens in general. Discuss further senior
customers in Malaysia. (10 marks)

Section 2: Literature review: Discuss at least ten (10) studies that have been conducted on senior
consumers regarding online marketing, preferably in Malaysia. (25 marks)

Section 3: Analysis: Analyze and report the data obtained from the questionnaire using frequencies and
mean analysis. (30 marks)

Section 4: Conclusion and Recommendation: Conclude your study on the obtained data. If you were a
marketer, what are the best marketing strategies that should be used to capture the old generation of
customers? (35 marks)

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Submission

Submit your assignment in the author platform. Email me at [email protected] to submit your raw
data (SPSS file).

Questions

1. Do you work? If yes, please write the type of work.


2. Do you purchase things online? If yes for how long?
3. What is your opinion about the security of the payment like visa card?
4. What kind of things do you prefer to buy online?
5. What is the condition of items do you buy online?
6. Are you satisfied with this kind of shopping? If yes, how much?
7. Do you like to be loyal to online shopping? If yes, how much?
8. Do you think that information given by seller is enough about the thing you purchase?
9. Do you prefer third party mediation for example double check by visa card agencies?
10. In case of inconvenience do you use help services?
11. Have you ever experienced bad sales services for example bad quality or different things than you
paid for?
12. Have ever experienced broken goods you purchased online?
13. Are you satisfied with the in-time delivery of the goods you paid for?
14. Is it a matter of concern when you look at the design of the website?
15. Do you agree that online shopping websites should have different language options?
16. Do you give your feedback regarding the item the seller asked via website?

Provide the mini-research report with the following submission requirements:


• Minimum of 10 pages (excluding cover page and appendices)
• Times New Roman - 12
• 1.15 Spacing, Justify
• APA citation referencing
• Provide graphics and images wherever necessary
• Pdf your report and submit to Author Individual Assignment Folder / email
• Late submission – 50% from the awarded marks will be deducted

** This is an individual assignment. This assignment contributes 15% of overall course assessment.
Citations and references of original works must use APA referencing style. ALL must be original work;
PLAGIARISM will NOT be tolerated.

Do Your Best.

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