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Describe the fieldwork and research you would undertake in order to investigate why some urban areas are in need of rebranding.

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Introduction

Describe the fieldwork and research you would undertake in order to investigate why some urban areas are in need of rebranding. 15 marks When investigating why some urban areas need rebranding I would use a range of both primary and secondary data to see what the environmental, economic and social needs for rebranding were. Primary fieldwork I would complete whilst in the area would include: land use surveys, EQS?s, questionnaires, perception surveys, an index of decay and I would also take photos of the area. By using a wide range of primary fieldwork I would be able to see why the area needs rebranding in a range of ways. When completing a land use survey I would use systematic sampling as I would visit every 5th property then make notes on what the property was being used for used for or what service it provided. By completing a land use survey I would be able to see what services there are in the local area and I would also be able to see what state of repair the buildings are in. ...read more.

Middle

If their opinion suggests that there are a lot of improvements that could be made to the area or that it is lacking services or transport infrastructure then this shows there is a need to rebrand. Questionnaires don?t only show the social needs for rebranding but can show the economic and environmental needs as well, it all depends on what they questions ask. A perception survey also reflects people?s opinions of the area; again I would use random sampling to gain a wide range of results. Perception surveys would allow me to quickly collect people?s opinions as they include close questions. The results would provide me with opinions on the area and also information about improvements people in the area wanted to see. The final piece of primary fieldwork I would complete whilst in the area would be taking pictures, I would take pictures to try and capture the area socially, economically and environmentally. By taking a range of pictures I would be able to see if the results from my surveys fitted what my pictures show. ...read more.

Conclusion

Crime data would show the social needs for rebranding as it would show if there are high levels of crime in the area and would give an indication as to how safe the area was. If the results showed there was high crime in the area and the community didn?t feel very safe this would suggest there was a need for rebranding. Economic activity would provide me with information about the local areas economy and where people spent money in the local area. This would help to show the needs of rebranding as if there were few services in the area then there wouldn?t be much spending, it would also show if there was a lot of business in the area. The final piece of secondary data I would research to investigate the needs of rebranding would be government profiles of the are this would provide me with a whole range of social, environmental and economic indicators. When investigating the need for rebranding it is essential that I compare the results from my fieldwork and research to the results of an area that has experienced rebranding so I can look at the differences which would be where the main needs would lie. ...read more.

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