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Investigating the Spheres of influence between two major shopping centres.

Extracts from this document...

Introduction

GCSE Geography Coursework - Investigating the Spheres of influence between two major shopping centres Hypothesis: Castlepoint shopping centre will have a larger sphere of influence than Winton shopping centre and people will be willing to travel further to reach this centre. Prediction: I predict that Castlepoint, as a new, modern, big name shopping centre will appeal much more to the younger generation of shoppers (18-40) than Winton. Winton is renowned for its old shops and variety but Castlepoint has the big name stores and retail outlets, making it a much more popular shopping centre. Key questions: 1) How do people rate the quality of each shopping centre? (Variety, choice etc.) 2) What are the spheres of influence for each shopping centre and how do they change from one another? 3) Do customers travel further to a retail park like Castlepoint rather than to a CBD? 4) Do customers use a retail park as frequently as they do a CBD? 5) Do customers use different types of transport to reach a retail park compared with a CBD? Purpose and aims of the project: To investigate the above questions by means of data collection and analysis to form a valid profile of customers to the two shopping centres in question and the relative spheres of influence each shopping centre has. It will be necessary to find out certain details of shoppers, such as the area they come from and the distances from their homes. It is important to investigate the effect that each shopping centre has on the other one and also to find out what makes one centre 'better' than the other. I have chosen this hypothesis and set of key questions to test as they will hopefully suggest which type of shopping centre is more effective and more efficient. Location of project: My project will take place in Bournemouth, a medium sized town in England (in which I live). ...read more.

Middle

Transport method: At Castlepoint, as predicted, the main method of transport is the car, with only approximately a sixth of people opting for the bus. About a seventh has walked, and a minority have cycled. At Winton, there is a much more distributed set of results. About a third have taken the car, while approximately a quarter have walked and another quarter have taken the bus. The remainder took the train, rode their bikes, or used some other method of transport. Time to travel to centre: The time to travel results support my hypothesis by showing me that people shopping at Castlepoint are much more likely to have come a further distance to shop there than at Winton. At Castlepoint there is an even spread of distances while at Winton a vast majority of shoppers have spent under 20 minutes reaching Wimborne road. How often do you shop here? People show themselves to shop at Winton much more frequently than they do Castlepoint. This is probably down to the fact that many shoppers use Winton for convenience shopping and need to restock regularly, while Castlepoint is used as a main shopping centre where people aim to buy in bulk cheaper. Many older customers appear to be slightly intimidated by Castlepoint at the moment and use 'traditional' Winton much more for their shopping. Why do you shop here? People seem to shop at Castlepoint because of its range of shops, value for money and on a smaller scale ease of location and parking facilities. This again supports my hypothesis in that Castlepoint is worth going further a field for. With Winton, the outlying reason for people shopping there is the location. When coupled with convenience this shows very clearly that people shop at Winton because of accessibility and ease. Shopping for? People shop at Castlepoint mainly for food and partly other items. It is necessary to bear in mind though, that when this survey was taken, only the main supermarkets and B&Q were officially open to the public. ...read more.

Conclusion

2) Have I had any problems collecting this data? 3) Describe the disadvantages of the techniques I used. Would the results have been improved if I had collected more data, different data, data at a different time or data with a different method? 4) How might I improve my methods if I repeated the study? 5) Do I believe my results are accurate? 6) Which results support my hypothesis and which don't? I feel that overall I have collected enough data. The data collection process was largely during the two days I spent collecting information from our questionnaires and then collating them into tables ready for analysis. I feel that there was a large enough sample to make some accurate conclusions about. I did not experience many problems collecting the data, the only one being that people were reluctant to be interviewed for the investigation. The techniques I used, mainly being the questionnaire, the traffic count and the pedestrian count on a whole went well I thought. The main disadvantage with the questionnaire was that the data collected was close to a supermarket (this being the only area I could find which wasn't right outside a shop). This gave biased results. Other than that the other methods went well. I do not feel that if I had collected the data at a different time I would have improved my results much. The main problem with the timing of the surveys (around midday for both) was that many people were still at work and could not shop. If I repeated the study I would make sure to take a more stratified sample of customers rather than just a random one to produce a better set of results. I do believe my results to be generally very accurate and to the point however and the stratified sample isn't really a huge loss. The 'Travel time', 'Why do you shop here?' and 'Area of residence' results all agree with and support my hypothesis. The other results, such as age, are fairly irrelevant to the investigation but still help to answer some of the project's key questions. ...read more.

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