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Objectives
This assessment task relates to the course learning outcomes numbers 1, 2, 3 and 7.
Details
Choosing accommodation can be a really complicated decision, subject to many competing influences. Do I
buy that 4 bedroom house that will take the next 30 years to pay off? Would I rent a 2 bedroom unit? Shall I
share an apartment with my friends, or some strangers? Is the house in a safe suburb? Is it close to public
transportation, shopping centres, childcare services, hospitals, gyms, cafes, or the university? Do I want this
furniture? …… What is it that affects this decision and makes it different for each of us? This assessment task
requires you to look at the accommodation choices of three people, and to present an analytical reasoning for
differences between them using the theories of decision making, motivation and values, and the self
(including basic demographics).
a) Create a list of 5 different accommodation options reflecting a variety of styles available (e.g., luxury
apartment vs. economy unit; beach house vs. country hobby farm, etc). You might want to refer to real estate
websites, newspaper classified ads, or campus message boards while developing this list. Be specific –
renting a three bedroom ocean view apartment in Bondi in Sydney (rather than just saying renting an
apartment in general); sharing a two bedroom townhouse with a TAFE student near the Brisbane CBD;
buying a three bedroom bushland house under Mount Archer in Rockhampton. You may wish to include
indicative renting/selling prices or pictures of the accommodation options you have chosen to include.
b) Interview 3 different individuals and get them to rank the 5 accommodation options in terms of what they
would be most and least likely to choose. Provide a summary of how each respondent felt about each of the
accommodation options when explaining their rankings. Make sure you interview quite different people in
terms of age, gender, culture etc to provide more colourful findings and analysis.
c) ANALYSE and COMPARE the responses of your participants using theory from:
i. Motivation
ii. Values
iii. Self and self identity
What is it about each respondent that best characterises how their preferences were ranked? What were the
major influences causing differences between your participants?
d) Use your findings (supported by theory) to provide recommendations to a hypothetical marketer of ANY
ONE of the accommodation options you discussed –what are the characteristics of their likeliest customer
and how might they best attract them?
You MUST support your analysis with theory in the form of journal articles from reputable sources. A
MINIMUM of 10 – 15 references would be expected.
WARNING: Selection of literary support from Google; Wikipedia; www.NetMBA.com;
www.marketingteacher.com, www.tutor2u.com and so on will be treated very negatively. These ARE NOT
appropriate sources for your academic assignments and use of them is NOT acceptable.
MUST support your analysis with theory in the form of journal articles from reputable sources. A MINIMUM of 10 – 15 references would be expected.
Also , the research report do not compared by the price range.
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