Geography Coursework- EVERYTHING

7/30/2019 Geography Coursework- EVERYTHING

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Muhammad Hashim Chishty 8170

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Introduction.

In this coursework, I will be conducting an overall survey and detailed analysis on Stretford mall. My

main aims for this project will be to describe the range of goods and services that the mall offers, the

main types of shops on offer, the malls sphere of influence, the varying quality and appearance of

the mall, where these people come from, what they buy and how often do they come. All the above

data will be collected through research and a local visit to Stretford mall.

Stretford mall is located within the Metropolitan Borough of Trafford, in Greater Manchester,

England. In the 1970s, Greater Manchester was created - a grouping of 8 boroughs and 2 cities,which were subsumed into a single big administrative metropolis, the Metropolitan County of

Greater Manchester. Two, Tameside & Trafford, were newly created, while other former County

Boroughs like Bury, Oldham and Rochdale (in Lancashire) and Stockport (in Cheshire) lost their

administrative independence to Greater Manchester

Greater Manchester produces more than half of Britain's manufactured goods and consumables.

Greater Manchester is a large area; 2.6 million people live within its boundaries, over 7 million

others live in the wider region, making it second to London. For 11 million people living within 50

miles of the City of Manchester, it is the place where they come to work, or to shop or to visit the

many attractions and entertainments which only a large dynamic city such as this could hope tooffer.

Location of Greater Manchester within England as seen in Diagram 1.


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Location of Trafford (blue) within Greater Manchester as seen in Diagram 2.

Location of Stretford (made clear with arrow) within Trafford as seen in Diagram 3.


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Stretford is a town within the Metropolitan Borough of Trafford, in Greater Manchester and consists

of a population of approximately 37.5 thousand people. The main attraction and shopping centre in

Stretford is Stretford Mall, It was opened in 1969 it was previously known as Stretford Arndale and

changed its name in 2003 to Stretford mall. Stretford Mall was built on the site of the original

shopping centre in the former King street. Stretford Mall is located roughly 3 miles from ManchesterCity Centre and is well surrounded by road and rail networks, the Metro link system is a short walk

away and brings people from the North and South of Manchester into Stretford, outside Stretford

mall is a smooth constant running bus service going to and from Stretford mall. Stretford mall

primarily consists of shops that engage in providing low/middle order goods like food and drink,

groceries and cheap household goods but some which also sell high order goods.

Satellite view of Stretford mall (A)(Diagram 4)


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Map view of Stretford malls location (A)(Diagram 5)

Terrain view of Stretford mall (Diagram 6)

The mall is also highly accesible due to tram and bus links and the fact that the M60 motorway is very nearby.

SHOPPING HIERARCHY

Stretford mall can be placed in the secondary centre section of a modern shopping hierarchy triangle. This is

mainly due to the fact that Stretford mall provides low/middle order gods, is certainly not a corner shop, not a

suburban parade, to small and isolated to be a central business district and too small to be a regional shopping

centre or an out of town superstore.


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The methodological philosophy.

On the 6/10/2009 at 9.00 I travelled to Stretford mall to complete data collection tasks and to form

the foundation of my coursework. This part of my work shows what, how and why I did what I did.

My aim is to identify & explain an issue and why that particular issue was chosen, to describe the

sequence of investigation, the methods used in obtaining the information and to explain why the

methods selected are relevant to my investigation, use appropriate techniques and to show

originality.

Methodology 1:

The first set of data collection carried out by me/my group was the door count. As there are

5 entrances/exits from Stretford mall (Quality save entrance), Lifts to/from multi-storey car

park, King Street entrance, Entrance near where McDonalds was previously located and the

market and the Broady street entrance) there were 5 groups to comply with this. Our aim

was simply to count each pedestrian who exited and entered the mall within a 5 minute

period and to record our results using a traditional tally style method. The strategy chosen

by my group was for one individual to time the events, one to count the consecutive personsentering, one to count leaving (we included staff and children as they are potential


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customers) and one to record the results. My group were located at the Broady street mall

entrance. We stood at the sides of the corridor to minimise obstruction to customers.

To broaden our results, to increase accuracy and to be able calculate estimates we decided

that we should conduct our door count of the Broady street mall entrance as a group at 3

different times of the day. These times included a 5 minute period between 10.00 & 10.05

(morning), between 12.25 & 12.30(afternoon) and finally between 3.00 & 3.05 (evening).This procedure was carried out by all 5 groups; each allocated a different entrance for the

day. The results of this door count will be shown in the data presentation section of this

work. 5 minutes seemed an appropriate length, taking into consideration that it isnt

particularly a prolonged period of time in which the task would become monotonous whilst

still giving an acceptable picture of the variation of shoppers entering and leaving at

different segments of the day. Our group (1/5) recorded pedestrian in and outflow at 1 of

the entrances for 5 minutes. This means that we obtained (5x3=) 15 minutes worth of data

(5 being the number of minutes we assessed the pedestrian flow & 3 being the amount of

times we did it) This means that when our data is combined and collated, we will have

(15x5=) 75 minutes worth of reasonably accurate measure (15 being the total amount of

minutes dedicated to door counting by each group and 5 being the total number of groups)that we can further investigate and justify. Remembering that children and staff were

counted leads to the possible event of non customers being counted meaning the results

may not be 100% accurate Provided below is the raw feedback from carrying out this

task.(At Broady street mall entrance)


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Diagram 7 showing results of door count (broady street mall)

Methodology 2


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The second set of data collection carried out by me was strip mapping. I was primarily given

a base map (a map with no information) and made my way around the mall labelling the

shops with a pen. The base map of Stretford mall which I was assigned is shown below.

Diagram 8 showing base map of Stretford mall


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Onto the map on the previous page I labelled (in no particular order) approximately 90 stores which

offered everything from penny sweets to banking services. This took me about 45 minutes. Bearing

in mind that shops are changing so frequently at Stretford mall to comply with the fluctuating trends

and financial climates, the shops may have changed since the day of data collection.

Stores in alphabetical order(on 6/10/2009):

Adams, Argos, Barnardos ,BB's Coffee & Muffins ,Beneficial Finance ,Bon Marche Boots the Chemist,

Brighthouse Card Factory, Carphone Warehouse, Claires Accessories, Clarks Clinton Cards,

Conference Room, Co-op Travelcare, Crown Optical Daniel, Christian Dental Surgery ,Dolland &

Aitchison ,Elizabeth Boutique, Fashion Direct, Fragrance Shop, Gabbotts Farm, Game Exchange, Gola

Gifts ,Greenhalgh, Greggs, H Samuel, Jewellers ,Halifax, Hampsons ,Headmasters ,Heron Frozen

Foods ,Holland & Barrett ,Hollywood Nails, HSBC ,Iceland, Identity>the>salon ,Internacionale ,Jewel

Nation ,Job Centre, John McHugh, Kingfisher Chippy, Ladbrokes ,Lloyds TSB, Max Spielmann,

Nationwide, New Look, News Rack, Notebook Solutions ,O2 ,O'Briens Public House ,Office, Oops a

Daisy, Peacocks ,Perfect Homes ,Phones 4 U ,Poundland, Quality Save, Redd, Reeds Rains ,Royal

Bank of Scotland ,Sally Hair and Beauty Shoe ,Tree Shoe Zone, Shopmobility Short Cut ,Smiths ,Sofis

Specsavers, Stretford Cobbler, Supercuts, Superdrug, T J Hughes, Tesco ,Textiles Direct ,The Tanning

Louge, Timpsons Keycutters ,T-Mobile ,Trafford Housing Trust, Trendwise, Vodafone ,W H Smiths

Wilkinson ,Wrigley's ,Butchers ,Zest & 3 Store.

After labelling the map and categorizing each shop into low/medium/high order store it looked like

this:

Diagram 9 showing strip map of Stretford mall


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The whole purpose of the strip map is so I can have a general understanding of the layout and

structure of the mall and also be able to note and record stores that have been closed or changed

into different ones. The closure of a shop that sells high order goods may be directly linked to the

current economic climate and if it were to be replaced with one that provides low order goods and

services this will further justify that claim, example Woolworths recently closed and did previouslysell high order goods for example television sets but has now been replaced by B&M bargains which

is a discount store and specialises in providing low order goods that are inexpensive to its

merchants. This store now competes with quality save. Upon studying the strip map it becomes

apparent that Stretford mall is slowly becoming dominated by similar fashioned stores e.g. pound

land , Iceland which offers cheap items which people may shop for frequently.

METHODOLOGY 3

The third part of my data collection was the attractiveness survey. In this part of my work I went

around Stretford mall during my lunch hour and observed different areas of the mall using the grid

sheet provided on the next page. I scored 5 different sections of the mall (Chester road mall, Broady

street mall, Kingsway mall, Kingstreet mall and the market) The completion of this attractiveness

survey will help me to answer the question to describe the varying quality and appearance of the

mall which I included in my introduction. The attractiveness survey seems like an appropriate

method of data collection; however since people have different opinions thus scoring the survey

different to each other, this may lead to the results being inaccurate. I used the method to score

shown below:


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Diagram 10 showing mark scheme of attractiveness survey

Unfilled attractiveness survey:

Diagram 11 showing attractiveness survey itself


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METHODOLOGY 4

Fourth and finally I used a questionnaire to collect specific data from random shoppers. I was given a

minimum of 3 questionnaires to complete and then approached people as they shopped. Group

work was not relevant for this task as we had split up in order to not intimidate the answerer by

crowding around them. I also was in school uniform and was representing Stretford grammar schooland 6

thform so I tucked my shirt in, fastened my top button and pushed up my tie in order to look

smart to whoever I selected and not to intimidate shoppers by looking untidy. Some people on first

impression by us students resorted in thinking that we were attempting to offer them a service or

were selling them something so refused straight up and others just didnt even want to get involved.

One even responded by saying I dont have time for people like you, leave me be. It was important

to ignore such remarks and reply by saying something polite like thank you for your time and

gently proceed to the next pedestrian. Due to shoppers being picked at random, the data on the 2

days may contradict each other and be different to what was expected leading to anomalies.

The following questions were asked:

1. Where do you live?2. How long did it take for you to get here?3. How did you get here?4. How long are you planning to spend?5. How often do you shop here?6. What items are you buying today?7. Why are you shopping here today

The main purpose of the questionnaire was to establish the main reason why people come

to Stretford mall to shop and not any other mall which also helps me answer most of thequestions that I am investigating, also stated in my introduction.


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WHERE DO YOU LIVE?-Q1


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Interpretation of Question-1. WHERE DO YOU

LIVE?

The analysis of this graph shows a region which is dominantly the origin of the Stretford mall

shoppers on both days, Tuesday & Wednesday, this being Stretford & Gorse hill. The total

number of shoppers that answered this question on the questionnaire on the Tuesday was

116. Out of this 116, 41 were from Stretford/Gorse hill, 17 were from Flixton/Urmston, 16

were from Chorlton, 1 was from Partington/Carrington, 11 were from Sale/Altrincham, 13

were from Old Trafford/Moss side, 2 were from Salford and 15 were from somewhere other

than the places mentioned above. Further analysing these figures reveal 35% were from

Stretford/Gorse hill, 14% came from Flixton/Urmston, 13% were from Chorlton, 0.8% were

from Carrington/Partington, 9% were from Sale/Altrincham, 11% were from Old

Trafford/Moss side, 1.7% came from Salford and 13% from other. The total number of

shoppers that answered this question on the questionnaire on the Wednesday was 64. Out

of this 64, 28 were from Stretford/Gorse hill, 6 were from Flixton/Urmston, 1 was from

Chorlton, 1 was from Partington/Carrington, 11 were from Sale/Altrincham, 7 were from

Old Trafford/Moss side, there was nobody from Salford and 10 people were from other.

Further analysing these statistics reveal 44% were from Stretford/Gorse hill, 9% were from

Flixton/Urmston, 1% were from Chorlton, another 1% were from Partington/Carrington,

17% were from Sale/Altrincham, 11% were from Old Trafford/Moss side, 0% came from

Salford and 15% came from other. The reason why Stretford and Gorse hill is the origin of

most of the visitors of Stretford mall is quite simple; Stretford and Gorse hill are the closest

boroughs to the mall and although the mall is accessible from most areas of Manchester

due to the Metro link station being a 5 minute walk away, this does not over rule the fact

that Stretford mall is the local mall for the 37,500 residents of Stretford and that the otherboroughs like Sale, Altrincham, Carrington, Partington, Chorlton, Flixton and Urmston all

have their own local shopping districts that provide similar services to Stretford malls. A

simple conclusion hypothesises that Stretford mall experiences large quantities of shopers

from Stretford and Gorsehill due to close proximity.


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HOW LONG DID IT TAKE YOU TO GET TO THESE

SHOPS?-Q2


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Interpretation of Question-2. HOW LONG DID IT

TAKE YOU TO GET TO THESE SHOPS?

The total number of shoppers that answered this question on the questionnaire on the

Tuesday was 115. Out of this 115, 24 said they spent 0-5 minutes getting to the mall, 63 said

they spent 6-15 minutes, 23 said they spent 16-30 minutes, 4 said they spent 31-60 minutes

and 1 said they spent 1 hour or more. Converting these numbers to percentages reveal that

20 percent spent 0-5 minutes travelling to the mall, 54% took 6-15 minutes, another 20%

took 16-30 minutes, 3.4% took 31-60 minutes and 0.8% took more than an hour. The total

number of shoppers that answered this question on the questionnaire on the Wednesday

was 66. Out of the 66, 18 spent 0-5 minutes travelling to the mall, 35 spent 6-15 minutes, 11

spent 16-30 minutes, 1 took 31-60 minutes and 1 took more than an hour. Changing these

to easier to perceive percentages shows 27% spent 0-5 minutes travelling to the mall, 53%

spent 6-15 minutes, 16% spent 16-30 minutes, 1% spent 31-60 minutes and 1% spent an

hour+. This shows that most people spend between 6 and 15 minutes to reach Stretford

mall, the second most common time range being 0-15 minutes. This is understandable

bearing in mind the conclusion drawn from the previous question analysis being that Theanalysis of this graph shows a region which is dominantly the origin of the Stretford mall

shoppers on both days, Tuesday & Wednesday, this being Stretford & Gorse hill. Since most

people visit the mall from local Stretford and Gorse hill, this would lead to most people only

spending a short time travelling to the mall because they are already close by. Figure A

below shows Stretford mall (circled in black) surrounded by housing districts, most of which

are all 0-15 minutes away.


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HOW DID YOU GET HERE TODAY?-Q3

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people

Tuesday:

Wednesday:
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Interpretation of Question-3. HOW DID YOU GET

HERE TODAY?


Tuesday was 117. Out of this 117, 31 replied that they get to the mall by walking, 3 said they

use the metro, 54 said they use car/motorbike, nobody used a bicycle, 26 said they came by

bus and 3 said they used the taxi. Further analysing these figures show 26% walked, 2.5%

used the metro, 46% travelled by car/motorbike, 0% travelled by bicycle, 22% used the bus

and 2% used the taxi. The total number of shoppers that answered this question on the

questionnaire on the Wednesday was 65. Out of this 65, 16 walked to Stretford mall, 1 usedthe metro, 34 used car/motorbike, nobody cycled, 14 used the bus and nobody used the

taxi. Converting these to percentages show 24% walked, 1% used the metro, 52% used

car/motorbike, 0% cycled, 21% used the bus and 0% used a taxi service. It becomes

apparent that most people who visit Stretford mall do by using their cars/motorbikes

despite the fact that most shoppers live walking distance away. This may be due to the fact

that Stretford mall has a high proportion of grocers and the most practical way of

transporting groceries and other shopping home would be to place them in the boot of the

shoppers car. Another reason would be that Stretford mall offers 3 parking lots, 1 with a 66

car capacity, the other with a 250 car capacity and the biggest, the 650 car capacity multi

storey car park. This totals to approximately 1000 spaces. Using your car is also the most

convenient way of travelling even if you live walking distance away because some people

may not be bothered to walk to the mall, to walk to the bus/tram stop and wait or hire a

taxi which is expensive compared to the bus. The 2nd

most popular method of travel is walk,

remembering most people live walking distance away and may not all own a car and the 3rd

most popular is bus, which is the 2nd

most practical way for people to travel if they dont live

walking distance away,1st

being the car/motorbike. In simple conclusion, the majority of

Stretford mall shoppers get to Stretford mall by using a car/motorbike possibly due to the

fact that most people buy bulky goods like groceries and would find it practical to transport

these with the aid of a motor vehicle and not by hand.


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HOW LONG ARE YOU PLANNING TO SPEND

SHOPPING HERE TODAY?-Q4


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Interpretation of Question-4 HOW LONG ARE

YOU PLANNING TO SPEND SHOPPING HERE

TODAY?


Tuesday was 116. Out of the 116, 14 said they plan to spend 0-15 minutes shopping, 32 said

they plan to spend between 16-30 minutes, 25 said they plan to spend 31-60 minutes, 37

said they plan to spend 1-2 hours, 6 said they plan to spend 2-4 hours and only 2 said were

going to spend 4 hours+. Changing these figures to percentages show that 12% said they

plan to spend 0-15 minutes, 27% said they plan to spend 16-30 minutes, 21% said they plan

to spend 31-60 minutes, 31% said they plan to spend 1-2 hours, 5% said they were planning

to spend 2-4 hours and 2% said they plan to spend more than 4 hours. The total number of

shoppers that answered this question on the questionnaire on the Wednesday was 66. Of

the 66, 8 said they plan to spend 0-15 minutes, 13 said they plan to spend 16-30 minutes,

17 said they plan to spend 31-60 minutes, 26 said they plan to spend between 1-2 hours, 2

said they plan to spend between 2-4 hours and 0 said they intended to spend more than 4

hours. Changing these to percentages show 12% intend to spend 0-15 minutes, 20% said

they intend to spend between 16-30 minutes, 25% said the plan to spend 31-60 minutes,

40% said they plan to spend between1-2 hours, 3% intended to spend between 204 hours

and 0% intended to spend more than 4 hours. In conclusion this shows that most people

who visit the mall like to spend between 1-2 hours shopping. Despite most people coming

from a short distance away most people tend to stay long. A large proportion of these

would possibly be grocery shoppers and bargain hunters. Close analysis shows the graph

climbs slowly starting at 0-15 minutes steadily and reaches a peak at 1-2 hours and then

shows a strong negative correlation down to 4 hours+. This is understandable as it is normalfor some people to pop in and spend a short time in the mall, completing an errand etc and

not normal for them to spend 4 hours+. The most likely people who would spend 4hours+ at

the mall would be people from far away but Stretford mall doesnt get a lot of these

anyways.


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HOW OFTEN DO YOU SHOP HERE?-Q5


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Interpretation of Question-5 HOW OFTEN DO

YOU SHOP HERE?


Tuesday was 105. Out of those 105, 15 said they shop at Stretford mall daily, 39 said they

shop 2/3 times a week, 30 said they shop once a week, 17 said they shop once a fortnight

and 14 said other. Changing these numbers to percentages show 14% shop there daily,

37% shop there 2/3 times a week, 28% shop there once a week, 16% shop there once a

fortnight and 13% shop there at other times. The total number of shoppers that answered

this question on the questionnaire on the Wednesday was 61. Of the 61, 3 said they

shopped at the mall daily, 21 said they shopped there 2/3 times a week, 13 said they

shopped there once a week, another 13 said they shopped there once a fortnight and 11

said they shopped there at other times. Converting these to percentages show 5% shop

there daily, 34% shop there 2/3 times a week, 21% shop there once a week, another 21%

shop there once a fortnight and 18% shop there at other times. In conclusion the most

common answer was 2/3 times a week on both days. 2/3 times a week is quite frequent and

shows that people like the mall as it offers a wide range of services like hairdressers, beautyparlours, travel agents, opticians, photo developing services, building societies, post offices

and banks. Another reason why most shoppers visit it 2/3 times a week would be due to

most people using the mall for grocery shopping and only returning when the groceries have

run out. Due to this questionnaire being carried out during the late afternoon period there

wasnt many people who visited daily which would have been the case if it were carried out

during the lunch period as those people visit daily for a short period of time to buy their

lunch. The chart shows a jump from daily to 2/3 times a week and then shows a slow

gradual decrease to once a week , once a fortnight and then other. Due to Stretford mall

being a suburban shopping centre mall which offers a wide range of services and productsat a reasonably cheap price, it experiences a frequent visit from customers with a low

average expenditure of maybe about 10-20 who use the mall for quick convenient

shopping. This compared to The Trafford centres 80 average is quite low and this is

because The Trafford centre provides a whole different type of shopping experience on a

different level. The Trafford centre is likely to experience most customers coming once a

fortnight or once a month.


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WHAT ITEMS ARE YOU BUYING TODAY?-Q6


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25


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Interpretation of Question-6 WHAT ITEMS ARE

YOU BUYING TODAY?


Tuesday was 164. Out of this 164, 63 said they visit Stretford mall to buy food and drink, 3

said they are going to buy fast food or visit a cafe, 14 said they are buying

furniture/electrical goods, 12 said they are going to use financial services, 20 said they are

going to buy clothes, shoes, jewellery, 26 said they are going to buy household goods, 11

said they are going to buy music/books/cards/gifts, 8 said they are going to use other

services and 7 said they are buying other items. Converting these into percentages show

38 % used the mall for food and drink, 2% said they are using the mall for fast food/cafe, 8%

said they are using the mall to buy furniture/electrical goods, 7% said they intend to use the

mall for financial services, 12% said they are using it to buy clothes, shoes or jewellery, 15%

said they are using it to buy household goods, 6% said they intend to use the mall to for

music/books/cards/gifts, 5% said they are going to use it for other services and 4% said they

use it to buy other items. The total number of shoppers that answered this question on

the questionnaire on the Wednesday was 96. Out of this 96, 34 said they visit Stretford mall

to buy food and drink, 3 said they are going to buy fast food or visit a cafe, 6 said they are

buying furniture/electrical goods, 3 said they are going to use financial services, 16 said they

are going to buy clothes, shoes, jewellery, 12 said they are going to buy household goods, 8

said they are going to buy music/books/cards/gifts, 5 said they are going to use otherservices and 9 said they are buying other items. Converting these into percentages show

35 % used the mall for food and drink, 3% said they are using the mall for fast food/cafe, 6%

said they are using the mall to buy furniture/electrical goods, 3% said they intend to use the

mall for financial services, 16% said they are using it to buy clothes, shoes or jewellery, 12%

said they are using it to buy household goods, 8% said they intend to use the mall to for

music/books/cards/gifts, 5% said they are going to use it for other services and 9% said they

use it to buy other items. In conclusion the most dominating item by far, purchased by

Stretford mall shoppers is not the humble household good but food and drink. A huge

proportion of shoppers just use the mall for food and drink, this is understandable due tothe large number of food and drink shops in Stretford mall for example Wilkinsons, Tesco,

Gabbots farm, Hampsons baker, Greggs, Quality save, Iceland and Heron, not including BBs

coffee and ex restaurants like McDonalds and Subway. In summary, the mall offers a wide

range of cheap food and drink, which appeals to the shoppers, thus dominating the other

items offered by the mall.


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WHY ARE YOU SHOPPING HERE?-Q7


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Interpretation of Question-7 WHY ARE YOU

SHOPPING HERE?


Tuesday was 143. Out of the 143 total, 56 said they shop at Stretford mall because it is near

home, 10 said they shop there because it is near work, 23 said value for money, 16 said due

to the range of shops, 8 said due to the good parking, 12 said due to the friendly shop staff

and 18 said other Changing these to percentages for easier analysis show 39% use the

mall because its near home, 7% said because its near work, 16% said because the mall is

value for money, 11% said because of the range of goods/shops, 5% said due to the good

parking, 8% said because of the friendly shop staff and 12% said for other reasons. The

total number of shoppers that answered this question on the questionnaire on the

Wednesday was 76. Out of this, 33 said because the mall was near home, 4 said they shop

there because it is near work, 10 said value for money, 11 said due to the range of shops, 1

said due to the good parking, 4 said due to the friendly shop staff and 13 said other.

Changing these to percentages for easier analysis show 43% use the mall because its near

home, 5% said because its near work, 13% said because the mall is value for money, 14%said because of the range of goods/shops, 1% said due to the good parking, 5% said because

of the friendly shop staff and 17% said for other. In conclusion the vast majority of

Stretford mall shoppers shop there due to the fact that it is simply near home. Figure A, 10

pages back shows Stretford mall surrounded by houses. Stretford mall is the local mall for

the whole of Stretford (37,500 people) and it is the only cluster of shops in the whole of the

borough. This leads thousands of locals to flock the mall every day as it is so convenient for

them so pop in for some shopping. The 2nd

most common reason for Stretford mall

shoppers to shop there was due to the mall offering good value for money. This becomes

apparent when studying the strip map of Stretford mall and observing that there are a lot ofcheap stores for example, Pound zone, Quality save, BNM bargains ( recently Woolworths),

Bernardos, Mark one, Peacocks etc.


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GENDER PROPORTION-Q8

TUESDAY

WEDNESDAY

The brief analysis of these charts shows that there are generally more women than men in the mall.

This may be linked to the fact that more men work than women and housewives buying groceries is

a common type of shopper at the mall but this is just an assumption. Also this data is not reliable

due to the fact that questionnaires were given to random people and the majority of these could

have been women by chance.


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AGE PROPORTION-Q9


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Interpretation of Question-9 AGE PROPORTION


Tuesday was 118. Out of this 8 people were 0-18 years old, 48 were 19-39 years old, 36

were 40-59 years old and 26 were 60+. Converting these to percentages show that 6% of

people were 0-18 years old, 40% were 19-39 years old, 30% were 40-59 years old and 22%

were 60+. The total number of shoppers that answered this question on the questionnaire

on the Wednesday was 67. Out of this 8 were 0-18 years old, 21 were 19-39 years old, 23

were 40-59 years old and 15 were 60+. Changing these to percentages for the last time

shows that 12% were 0-18 years old, 31% were 19-39 years old, 34% were 40-59 years old

and 22% were 60+. Evaluating shows this graph is the only one that shows results that

contradict each other. On Tuesday the 19-39 age group range is most popular but on

Wednesday the 40-59 group is. The reason why there are so many 19-39 year olds on

Tuesday may be purely because there are just a lot of them shopping for items such as food

and drink etc. Bearing in mind this questionnaire was conducted during working hours, it is

expected that the majority of the shoppers found at this time would be old and retired but

this was not the case. Perhaps it is linked to the current economic climate as a lot of people

are looking for work, remembering that Stretford mall does include a job centre branch.

Another more plausible reason would be that reflecting on the gender proportions reveal

that more women shop at the mall then men statistically. This would lead some people to

suggest that some women who dont work (housewives) occupy a large number of daily

Stretford mall shoppers as a majority of them are after all female and young (19-39 years

old). Wednesdays data shows that the most common age group shopping was the 40-59

years age group. This justifies that most people shopping at the mall are old and retired

pensioners but this conflicts with Tuesdays result.


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Bar charts showing amount of people in & out of the Broady street mall entrance/exit on Tuesday

and Wednesday.

TUESDAY

Interpretation of the graph above: The Broady street mall entrance/exit is located on the western

side of Stretford mall. The bar chart above shows 35 people in during the AM period; this can beexplained by taking into consideration that many people arrive for work during this time period and

park their cars in the car park situated behind the Broady street mall entrance. Only 15 people left

during the AM period which is significantly lower than the people out because the shoppers leaving

is only a fraction compared to the influx of workers combined with other shoppers entering during

the same interval. During the Lunch period the people in and out were virtually the same with 44 in

and 43 out. Workers on their lunch break were leaving for some fresh air or a cigarette and this was

balanced by people entering from elsewhere to buy something to eat. The PM data shows more

people out than in, which is expected if you consider some people leave work at this time.


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WEDNESDAY

Interpretation of the graph above: The Wednesday bar charts show the same trend as the Tuesday

charts which justifies that the data is valid. Here there is more people in than out during the AM

period, the only difference is that it is on a slightly larger scale. Due to the data being only different

by 1 day, the significant increase in people in and out on Wednesday can only be explained by

factors that are out of our control like for example a sale in the shops situated inside Broady street

mall. The Lunch pattern of Wednesday mirrors Tuesdays as there is virtually the same amount of

people in & out. The PM section again shows the same trend, more people out than in.

Bar charts showing amount of people in & out of the Kingsway mall entrance/exit on Tuesday and

Wednesday.

TUESDAY


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Interpretation of the graph on the previous page:The Kingsway mall entrance/exit is located north

of the mall perpendicular to quality save and has no car-park associated to it, however it does have a

taxi rank and 4 bus stops located on the busy road of Kingsway (A5145). Quality save is a popular

store and many shoppers use this entrance specifically to visit this store. Also when you enter using

the Kingsway mall entrance, immediately to the left there is the toilets for Stretford mall. Upon

observance, many people enter, use the facilities and leave a short time later which affects the

validity of the results slightly but not large enough for it to become a matter of concern. During the

AM period there is a larger quantity of people in than out. This may be because people shop for

groceries early in the morning after they get up (majority of Stretford mall shoppers are aged 50+

and are therefore mostly retired). Less people left at this time because it is early in the morning and

shoppers wouldnt have completed their shopping yet. The Lunch period shows more people in than

out, this may possibly be because the arrival of a bus would supply an influx of people who are on

their break and the return of workers who had left for a break during their lunch hour. The PM datashows more people out than in which may be because, again people leave work at this time.

WEDNESDAY

Interpretation of the graph above: This bar chart for Wednesday shows the same trend as the

Tuesday chart for AM (more in than out) but the Lunch period is different. On the Tuesday chart it

shows more people in than out but here the graph indicates that more people actually left than

entered. This can be explained by remembering that there are 4 bus stops outside Kingsway and

Wednesday Lunch time may not have experienced the arrival of a bus leading to an influx of people

which was then in turn recorded that Tuesday apparently did. The PM data shows the same trend

again more people out than in.


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Bar charts showing amount of people in & out of the Kings Streetentrance/exit on Tuesday and

Wednesday.

TUESDAY

Interpretation of the graph above:The king Street entrance/exit is situated on the eastern side of

Stretford mall and consists of two parts, the inner part and the outer part. The inner part is inside

the actual building and runs into Kingsway mall. The outer part is outside and leads to Kings Street

and is accessible via the subway which branches out into two sections, one leading to Metro link and

the other to Edge lane. The AM period shows less people in than out; this may be due to the fact

that the King Street entrance/exit does not have a car park and is not the entrance used by workers

who would prefer to use other entrances which have a car park associated with them. A reason for

the higher number of people out may possibly be that people entering from other entrances may

decide to leave from the King Street exit as it has a subway that leads to Stretford metro link and

edge lane which has 11 bus stops. During the Lunch time period, more people came in than went

out, this may be due to volumes of people entering via the subway for their lunch and not finishing

their shopping and leaving during the time the pedestrians were being counted as the door countonly lasted 5 minutes. The PM data shows more in than out which could again be a result of an influx

of people arriving from the subway.


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WEDNESDAY

Interpretation of the graph above: Wednesdays AM period shows the same number of people in

and out, in retrospect, this looks to be pure coincidence. Lunch shows the same pattern as before,

more in than out and PM shows the complete opposite, more out than in.

Bar charts showing amount of people in & out of the Market on Tuesday and Wednesday.

TUESDAY


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Interpretation of the graph on the previous page: The market entrance is located in the southern

Chester road mall. The market entrance is the only entrance located inside another part of the mall.

The market is considerably smaller than the other areas of the mall and in turn experiences a

significantly lower volume of people visiting it than the other malls. The market also has another

isolated entrance leading in from the car park/service area which is used very rarely but does make

our results slightly anomalous. Due to the scale being so small to accompany the small amounts of

data, the pattern can be reversed or changed even by a small number of people and to analyse the

graphs is not worth the time but I will do so anyways for a comparison. AM saw 1 more person in

than out, Lunch saw 1 more out than in and PM saw 2 more in than out. This information is not

sufficient for a pattern to be recognised or to draw any relevant conclusions.

WEDNESDAY

Interpretation of the graph above: As mentioned above, the results from this data does not provide

sufficient information for conclusions to be drawn. AM saw 5 more people in than out, this may be

due to the fact that the workers all arrive in the morning. Lunch shows a different pattern than

Tuesdays Lunch. As mentioned above, a slight change of shoppers may reverse the pattern and thisis exactly what has happened as well as in PM.

0

2

4

6

8

10

12

AM LUNCH PM

In

Out


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Bar charts showing amount of people in & out of the Chester road mall entrance/exit on Tuesday

and Wednesday.

TUESDAY

Interpretation ofthe graph above:The Chester road mall entrance is located on the southern side

of Stretford mall. It leads into Stretford mall from Chester road (A56) which has a bus stop located

there, which frequently experiences busses coming from Altrincham and Sale. Alternatively across

the road, there are 2 bus stops that accompany busses coming from Manchester city centre which

makes this entrance quite accessible; however, despite this, this entrance is the most isolated and

quiet entrance of the whole mall (excluding the market). This may be due to Chester road (A56)

being so busy and densely populated by motor vehicles that it leads some people to render it

dangerous. AM, Lunch and PM all show more people in than out. This justifies the claim that people

render this entrance dangerous as people tend to get off the bus and enter the mall and then use

other exits due to the fact that the returning bus stop is across the road.


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Interpretation of the graph on the previous page: The lifts are located in the Kingsway mall,

between quality save and peacocks. The lifts lead to the multi storey car park which is accessible via

the ramp which starts in the car park behind the Broady street mall entrance. The multi storey car

park with 650 parking spaces provides over flow parking during rush hour when the other 2 ground

level car parks are full, one having 250 spaces , the other having 66. The AM period saw significantlyhigher number of people in than out; this may be due to many staff parking their cars their and

descending into the mall for work. Less people were out possibly because not many people were

finished their shopping at this early time. The lunch period saw less activity, with almost the same

number of people in & out, out being slightly higher. This shows a regular pattern of shoppers

entering and leaving. The PM period showed a large number of people leaving via the lifts. This may

be due to some staff finishing up work combined with shoppers leaving due to the closing time of

the mall slowly approaching.

WEDNESDAY

Interpretation of the graph above: Wednesday seen less activity with the peak of this graph being

only 18 compared to Tuesdays which was 30. AM saw more people in than out, Lunch saw a large

amount of people in than out. This may be due to a number of people arriving at Stretford mall for

their lunch break. PM saw more people out than in. This is a normal pattern and shows more people

leaving due to shops winding down for the evening.


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In this part of my coursework I will be assessing the feedback that I received after carrying out my 4

data collection tasks: The door count, the strip mapping, the Attractiveness survey & the

Questionnaire.

Note: The lower the percentage the better.

CHESTER ROAD MALL - 1

Shopping Quality Score (1-5)

A Type of Shop 2

BOther Land use Groups 1

CRetail Organisations 5

DQuality of Goods 4

Total: 12/20

Street Appearance

EPedestrian Safety 2

FShopping Crowds 3

G Street Cleanliness 5

H Shop Exteriors 5

I Traffic/Pedestrian Segregation 1

J Vacant Premises 3

Total: 19/30


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OVERALL SCORE: 31/50

31/50= 62%

Interpretation

The analysis of the attractiveness survey concludes that it scored a high 31/50 (62%), the

highest of all parts of the mall. Bearing in mind the higher the score, the worse that

particular area of the mall is. Lets take the information into chunksShopping Quality

Type of shop was given a 2/5 meaning it was mostly dominated by shops selling comparison

goods, other land-use groups was scored at 1/5 meaning it was mainly shops, retail

organisations was given a 5/5 meaning the shops were small, independent units and the

quality of goods was given a 4/5 meaning the area was mostly dominated by low

quality/low price goods.Street Appearance Safety for pedestrians was given a 2/5meaning it was quite safe, shopping crowds was given a 3/5 meaning it wasnt very busy but

it wasnt very quiet either however somewhere in-between, street cleanliness was given a

5/5 meaning it was very dirty, exterior appearance of shops was scored a 5/5 meaning it

was poorly maintained/very drab, traffic/pedestrian segregation was given a 1/5 meaning it

was a pedestrian only precinct and vacant premises was given a 3/5 meaning some premises

were occupied but some were vacant. A dominating factor of this part of the mall scoring

the worst seems to be the market occupying a large area of Chester road mall. The market

sells extremely cheap/low quality goods in an area which is dirty and poorly maintained; the

flooring has no tiles and the building has a low quality look as it hasnt been updated since

circa 1970 when it was erected. The reason why it hasnt scored as high as 40 or 50/50 could

possibly be because other stores on its periphery has pulled its score down to 31/50 like TJ

Hughes department store, 2 health and beauty shops and a hair salon which are all in

respectable condition.

BROADY STREET MALL - 2


A Type of Shop 5BOther Land use Groups 2


DQuality of Goods 1

Total: 10/20

Street Appearance


FShopping Crowds 4

G Street Cleanliness 2H Shop Exteriors 1


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J Vacant Premises 2

Total: 11/30


21/50= 42%

Interpretation

Broady Street mall scored 21/50 (42%) which puts it 3rd

down from the top and 3rd

up from

the bottom putting it bang in the middle.Shopping Quality Type of shop was given a

5/5, meaning there was a wide variety of shop types, convenient goods dominant, other

land-use groups was given a 2/5 meaning it was dominated by shops and banks/building

societies, retail organisations scored a 2/5 meaning there were some national chain storesbut mostly independent stores, quality of goods scored a 1/5 meaning this area supplied

good quality products with high price.Street Appearance safety for pedestrians was

given a 1/5 telling us this area was safe, shopping crowds scored a 4/5 showing that this

area had relatively low amounts of shoppers and was quiet, street cleanliness achieved a

2/5 concluding it was clean and minimal amounts of litter were present, shop exteriors

scored a 1/5 showing that the shops here were well maintained and had an attractive

window display, traffic/pedestrian segregation gained a 1/5 as this is a pedestrian indoor

mall, vacant premises scored 2/5 showing most premises were occupied. Broady street mall

score places it in the middle, reasons for it scoring in the middle can be made obvious byhighlighting the fact Broady street mall is home to some high order goods stores like Going

places & Lunn poly travel agents, Vodafone telephones, half price and H Samuel jewellers.

However this is counteracted by the presence of low order good stores like Poundzone,

Hampsons baker, Scottish meat and Gabbots farm butchers. Also medium order goods

stores like Boots chemist,Tesco & Wilkinson grocery store confirm the validity of Broady

street malls position.

KINGSWAY MALL -3


A Type of Shop 4

BOther Land use Groups 1


DQuality of Goods 2

Total: 11/20

Street Appearance

EPedestrian Safety 1FShopping Crowds 2


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H Shop Exteriors 1


J Vacant Premises 2

Total: 8/30


19/50= 38%

Interpretation

Kingsway mall scored 19/50 (38%) making it the second best area in Stretford mall.

Shopping Quality Type of shop scored 4/5 meaning the area consisted of mostly

department stores, other land use groups scored 1/5 meaning mainly shops dominated

Kingsway, retail organisations gained 4/5 concluding most of the shops were small, quality

of goods got 2/5 telling us most shops were of good quality.Street Appearance Safety

for pedestrians scored 1/5 meaning it is very safe, shopping crowds was given a 2/5

meaning the area was busy and had a lot of shoppers, street cleanliness scored an

impressive 1/5 telling us this area was very clean and had no litter, shop exteriors gained a

1/5 meaning the shops were well displayed and maintained and were attractive,

traffic/pedestrian segregation scored 1/5 as this was again a pedestrian only indoor area

and vacant premises scored 2/5 showing most of the premises were occupied with the

exception of a few. Kingsway mall is a small area in Stretford mall but is well maintained and

arguably the most attractive precinct in the whole domain. It offers shoppers low order

good stores like Greggs bakers and Timpsons cobbler to high order good stores like Phones

4 u and Brighthouse furniture & electrical gas appliances. It is also the only area of the mall I

awarded 1/5 for street cleanliness putting it in 2nd

place, only 2% higher than the top scorer.

Kings Street Mall-4


A Type of Shop 3

BOther Land use Groups 2CRetail Organisations 2

DQuality of Goods 1

Total: 8/20

Street Appearance


FShopping Crowds 2


H Shop Exteriors 2


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J Vacant Premises 2

Total: 10/30

OVERALL TOTAL: 18/50

18/50= 36%

Interpretation

Kings Street mall scored 18/50 (36%) making it the lowest scorer overall hence crowning it

the best area of Stretford mall theoretically.Shopping Quality Type of shop scored 3/5

meaning the area consisted of a mix of department and convenient stores, other land use

groups scored 2/5 meaning Kings street mall had all shops and bank/building societies, retail

organisations scored 2/5 meaning there were some national chain stores but mostly

independent units, quality of goods gained 1/5 meaning the quality of goods were high

priced and of good quality.Street Appearance Pedestrian safety scored 1/5 concluding

the area is very safe, shopping crowds scored 2/5 meaning this part of the mall was busy

and consisted of a large number of shoppers, street cleanliness scored a 2/5 showing the

area was clean and had little if no litter, shop exteriors scored 2/5 meaning it was

maintained sufficiently and was attractive, traffic pedestrian segregation scored 1/5

showing this area was pedestrian only and vacant premises scored 2/5 concluding most of

the shops were occupied leaving only 1 vacant. King Street mall consists of 2 parts, indoors

and outdoors. Approximately 1/3 is outdoors and is made up of a bank, a building society,clothes shops and an Argos branch. 2/3 is indoors and is made up of a variety of stores

including 2 grocers, a bank, a travel agent, a shoe shop, a newsagent and a clothing shop.

Statistically this area scored the least.

(5) Upper Mall


A Type of Shop 4BOther Land use Groups 3


DQuality of Goods 4

Total: 13/20

Street Appearance


FShopping Crowds 3

G Street Cleanliness 2H Shop Exteriors 3


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J Vacant Premises 2

Total: 14/30

OVERALL TOTAL: 27/50

27/50= 54%

Interpretation

The upper mall is the smallest of all of the areas and consists of a narrow corridor of shops

only on one side.Shopping Quality Type of shop scored 4/5 meaning there were avariety of different types of stores, other land use groups scored 3/5 meaning the upper

mall consisted of shops and an office (mall headquarters), quality of goods gained 4/5

meaning most goods were of low quality and low price.Street Appearance Pedestrian

safety scored 3/5, meaning it was unsafe to some extent, shopping crowds was given 3/5

meaning it was moderately busy, street cleanliness obtained 2/5 showing it was more on

the clean side, shop exterior gained 3/5 telling us that although displays and maintenance

werent as attractive as they could be they werent as bad as a 5/5 poorly maintained level,

traffic/pedestrian segregation got a 1/5 as this was a pedestrian only area, being upstairs

and indoors and vacant premises obtained 2/5 concluding that the majority of premises

were occupied. The upper mall, also known as the gallery is made up of a variety of odd

shops and consists of some vacant premises (2/5 may not seem much but due to the gallery

being so small, even 2/5 looks significant. Also the gallery is a narrow corridor, situated on a

balcony; this makes the area unsafe as a slip or fall may possibly result in a fatal drop.


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0%

10%

20%

30%

40%

50%

60%

70%

CHESTER ROAD

MALL BROADY

STREET MALL KINGS-WAY

MALL KINGS-STREET

MALLUPPER MALL

NOTE:Lower percentage = better


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Strengths

One of the methods used in obtaininginformation to answer my aims was the questionnaire. The

questionnaire composed of a total of 9 quick questions which took a total of about 5 seconds each

to answer. This provided us with primary data which we obtained directly from the shopper, nomiddleman no fuss. This provided us with raw data which we could then take away and analyse. The

questionnaire was efficient which meant that large quantities of data could be obtained in a matter

of minutes. As there were a large number of Questionnaires available, most people took advantage

of this and conducted the survey multiple times in order to further increase the reliability of the

results so the interpretation would be valid.

Another method that was used in order for us to obtain vital information was the door count.

Strengths of this include that there were 5 different groups. Each group was assigned a different task

which increased the validity of the data. In each of the 5 groups there was an average of 5 people

which each had their own task within the group to carry out. The 5 groups, each 5 people strongtook charge of 5 different entrances/exits of the mall. The shoppers coming in and out were all

recorded for 5 minutes, 3 times throughout the whole day. This leads to the fact that due to 5

minutes being the number of minutes shopper activity was observed and 3 being the number of

times that the data was collected over that each group had 15 minutes worth of solid data at the

end of the day. Combining this with the 5 groups meant that we had 75 minutes worth of data and

evidence and this was just for the Tuesday.

trenghts

eaknesses

pportunities

hreats

Overall strengths of the project.

Overall weaknesses of the project.

What opportunities were there?

What threats were there?


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The attractiveness survey is another method of data collection and contains potential strength along

with it. The attractiveness survey was another method of primary data collection as it was obtained

directly from the person conducting the survey. There was a detailed answer sheet along with a

strict guideline mark scheme to award each section of the mall. This method was quite effective as it

allowed us to compare different areas of the mall providing sufficient information to interpret and

analyse. This survey also helps me answer the aim how the quality and appearance of the mall

varies which is one of the key questions that is being investigated by me in this coursework.

Another variant of data collection was Strip mapping. This was a big strength in respect that we

went door by door, past every shop, writing down the name of every shop, business, and service.

Small and fine details were added to the map making it more reliable than secondary data as it is

easier to interpret and evaluate your own work. Also in secondary data, small but sometimes

important things can be missed out. It was also a strength regarding the fact that previous data may

be outdated and new shops may have been opened in their place, so to update the maps was

extremely beneficial.

Weaknesses

The strengths in this project were somewhat counteracted upon by weaknesses to some extent

which have the potential to cause the investigation to give anomalous results.

When conducting the questionnaire, the operation was carried out in such a manner that it was

random and any person that was willing to answer the questionnaire answered it. This is a

moderately effective weakness as some of the people who were picked at random may have been

people with highly different reasons to shop at Stretford mall than the rest of the general public or

could be people who have only visited the mall once or perhaps the day of the data collection was

their first ever time in Stretford mall. Also due to the Questionnaire being carried out all at one time

of the day, this can lead to a lack of a range of people answering and could limit us to one type of

person for example the elderly. Another area of weakness was the fact that for question number 9

which was an age question, we had to use age brackets so we only obtained a rough estimate of the

age of the shoppers and couldnt ask for precise age due to some individuals not wanting to disclose

their age in public and other confidential reasons.

Whilst obtaining data for the door count, some weaknesses were indeed faced. These include the

fact that, I personally made the decision to count employees and children due to them being

potential customers however this could possibly not be the case and my method could have easily

backfired. Also the other 4 groups could have made the decision to not include them or vice versa

which furthermore can decrease the accuracy of results. More issues include that people could have

made human errors by miscounting, counted people using the mall as a bypass/shortcut or counting

the same person twice.


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The attractiveness survey also has weaknesses associated with it. Due to each group having their

own survey and mark scheme, different groups results could be extremely difficult from each others

as judging the appearance of the mall is subjective to ones preference. Also some people may not

have fully understood the marking system and may have recorded invalid results. Some people may

also possibly mix up different parts of the mall like for example Kingsway mall and kings streetmall sound similar and could be mistaken for each other.

Strip mapping as a whole had potential for weak spots as it was such a long and monotonous task.

Some people may have got bored or finished halfway as this task was quite laborious compared to

the others. Due the task being so big, there was the risk of missing out some shops or misspelling

them further reducing the reliability of results. Also it was apparent that some shops in the market

area were not even assigned a name so its location on the strip map was either left blank or an

appropriate name was given. Also strip maps are sometimes hard to follow when you are inside the

building that is being observed and to follow the pattern of the shops whilst noting then down shop

after shop can sometimes get somewhat confusing.

Opportunities

Everything isnt perfect and identifying weaknesses above tells us that there was opportunities to

make room for improvement which would have made the results of the investigation more valid

than what they are now.

The questionnaire could be improved by removing extraneous questions like the gender question etc

and replacing them with more appropriate questions like why are you at Stretford mall today andnot any other mall? Also the random way in which we approached shoppers was unprofessional

and another method which involves customers who are interested in sharing their information

approaching us instead of vice versa so they dont feel hassled when approached by us. The

questionnaire could have included colour and pictures to engage the shopper more and not bore

them leading them to systematically tick each box randomly as some people did(this was observed

as some people took the questionnaire twice and answered differently to the previous one). To cut

time and increase time efficiency, the questionnaire could have been composed with questions

relevant to the aims we are trying to investigate and nothing else. This would mean that less time

would be wasted and we could collect more information in that time, boosting our validity and

reliability. Also in the question how did you get here the modes of transport motorbike and car

were both associated to one answer. If these were separated it would mean that we would get a

batter picture of how people travel to the mall.


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The door count was carried out by 5 different groups at different parts throughout the mall. Since

the mall is reasonably large we could not be 100% certain that the time that we allocated AM,

LUNCH or PM was the same as group 2, 3, 4 or 5s AM, LUNCH orPM as there timings

could have a been few minutes off ours give or take. A way to overcome this would be to

synchronise watches to the exact second so there is little or no margin for error.

The attractiveness survey could have been replaced with an easier to follow one and the mark

scheme could have been simplified. Also the time that was allocated for carrying this out was the

lunch time which students received. This meant that some groups didnt even carry out the task and

instead enjoyed their lunch hour and copied from other groups results. A method for improving this

would be to allocate the time more appropriately so students are more motivated in completing the

survey.

The strip mapping required us to use base maps of the mall and fill them in as we went along. Due to

the maps being old, some stalls etc had to be added in which were not present when the original

map had been drawn. This wasted essential time which could have been dedicated to efficiently

filling out and completing the map.

Threats

Threats are third party factors which affect the data.

Threats of the questionnaire include some shoppers being ignorant and leaving some questionnaires

half completed or putting down false answers, they include the fact that we were only present at the

mall during the day (the mall is open until 6pm on Mondays and until 8pm on Thursdays and

Fridays). This means that when we left at about 3pm because it was the end of the school day, many

people who had finished school or later on work would have visited the mall on the same day and

been unrecorded by us. This means that the amount and type of people that we asked questions to

were limited by a significant number.

The door count threats include that all entrances/exits had bus stops located near them with the

exception of the lifts and the market which means that the arrival of a bus may lead to sudden influx

of people in the 5 minutes that we were recording that wouldnt have happened normally

otherwise. The lifts have an emergency staircase in the event of a fire or if something go wrong so

the failure of any of the lifts could lead to people entering the mall via the multi storey car park and

us not even realising it.

The attractiveness survey had a threat because due to it being October time there were some

Halloween decorations up and this factor may have lead some people to be indirectly be influenced

and lead them to mark some areas of the mall better than others exclusively just for this reason. This

could invalidate the data and give some parts an unfair advantage.


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Threats of strip mapping include that the day that I went to Stretford mall to collect data was the

Tuesday. Tuesday saw some heavy showers and to label the shops and businesses outside meant

that we had to physically go outside. Embracing the weather with a fragile paper map was harder

than if it were a dry day. This wasted time and to organise a trip on a day that was dry could have

increased the reliability of Tuesdays map quality.

At the very beginning of this investigation in the introduction section I stated that I was trying to

investigate certain aims. Those aims were to describe the range of goods and services that the malloffers, the main types of shops on offer, the malls sphere of influence,the varying quality and

appearance of the mall, where these people come from, what they buy and how often do they

come. After a detailed analysis I can finally answer those questions:

to describe the range of goods and services that the mall offers

Upon studying, it becomes apparent that Stretford mall provides a wide range of goods and services.

Evidence in question 6 in data presentation and interpretation suggests that people come for food &

drink, fast food and cafes, furniture and electrical goods, financial services, clothes, household

goods, music, books, cards, gifts, and services. The mall accompanies for the needs of a 21st

centuryindividual by offering services from sophisticated banking to the humble cobbler.

the main types of shops on offer

The main types of shops that Stretford mall offers its customers are shops that sell low order goods.

This may be linked to the current economic climate which shows Stretford mall adapts to the needs

of society. The mall also offers a range of grocery stores which make up a significant percentage of

the total shops. The 2nd

most common types of shops are those that sell middle order goods like

cards, books, music etc. The least common type of shop is one that engages in providing high order

goods like expensive electrical equipment (TVs, computers, phones etc.)


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the malls sphere of influence

The reason why so many people visit the mall is due to the fact that it offers people a wide variety of

low price goods for reasonably cheap prices. Customer satisfaction is high and means that people

keep coming back. Also due to it having quite a few grocery stores and being surrounded by a large

number of houses, it is the ideal place to shop for convenient things. Also the fact that it provides

banking services and postal services means that it appeals not just to grocery shoppers but almost

everyone.

the varying quality and appearance of the mall

The attractiveness survey answered this one concluding that the malls appearance is relatively

similar until it reaches the market. The markets appearance is quite low in comparison to other parts

of the mall because it is run down, old and poorly maintained. The goods that is sells are also ones of

cheap quality and low price in comparison to the other parts of the mall.

where these people come from

Stretford mall is surrounded by the housing estates of Stretford with a population of about 37,000

people. For these people, the local mall is Stretford mall so hence they are the predominant people

who visit the mall, towering above the other areas as they have their own shopping districts. The

reason why there is a significant amount of people from other areas in Stretford mall is due to the

fact that the mall is highly accessible via bus and tram links.

what they buy

Question 6 in data presentation and interpretation made it clear that people buy a range of goods

but 1 stood out amongst the rest. Food and drink was the most common item purchased by your

average Stretford mall shopper. This may be because the mall offers a large amount of grocery

stores providing foods and restaurants specialising in this genre. Also the mall contains shops with

very cheap food items like quality save and pound land. Many people also visit the mall on their

lunch hour or whenever they are free to get a quick bite to eat.

how often do they come.

The most common bracket in which how often people come was 2/3 times a week. This may be dueto people mostly using the mall for grocery shopping and to avail of the banking and postal services

offered. Due to this questionnaire being conducted during the PM time period, people who visit

daily for their lunch would have left by now thus leading to the result, 2/3 times a week.


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