5. Typical shopper profile

From the questionnaire that was carried out, produce a profile of a typical shopper in the CBD. Select a suitable picture from clip art and label it according to your findings. e.g. a typical shopper travelled less than 15 minutes, is here to buy comparison goods, thinks that the CBD is very attractive and the range of goods is excellent etc.

4. Questionaire Graphs

4. Pedestrian count - proportional circles

A3 map with– proportional arrows or circles

3. Scattergraphs

You will need to produce two scattergraphs

1. To show correlation between distance from CBD (Mell Sq?) and overall shopping quality score for each site
2. To show any correlation between distance from CBD and pedestrian count

You may wish to carry out a spearman rank correlation to test any significance in the relation between the variables.

Make sure graphs have a title, axes are labelled and that there is a line of best fit drawn with a ruler

3. Shopping quality and street appearance survey

1. Firstly produce a table which shows the scores for shopping quality and street appearance for each site

2. Draw small bar graphs which show the scores for shopping quality and street appearance for each of your 10 locations. Make sure you use the same colour for each category at different locations to enable comparisons.
These bar charts will enable you to:
compare shopping quality at each site
compare street appearance at each site
compare overall score for each site

3. Now stick each of the individual bar charts on an A3 map at the location where the survey was carried out.

Make sure map has a title and a key
This A3 map will count as one of your complex skills

2. Photo analysis - Enq B

2. Photo analysis
This techniques could be used to show quality of shopping environment, street appearance, shopping quality etc. You could include small location map on the same page and written analysis. Make sure labels are DETAILED

Photos could have:
Tracing overlays with added details / annotations
Different coloured arrows highlighting different aspects
Coloured dots with a key reflecting different aspects e.g.

· paving quality
· eye catching window displays
· floral displays
· litter bins
· entrances
· surveillance / safety
· shop fronts
· displays
· signs / advertising
· vertical
· zoning

DATA PRESENTATION ENQ B

Firstly on either an A3 or A4 Map show the 10 sites chosen for street survey and pedestrian count – could use dots / stars.

EVALUATION - Enquiry A

Was the base map accurate?
Were there any problems with using the classification table? …. Charity shops, Sainsbury’s
Have you collected enough data?
Were there any problems in collecting the data?
What were the disadvantages of the techniques selected?
Map …. out of date? change of building shape?
Photographs … open to interpretation?
How could you improve data collection
Were other members of your group reliable?

Did the data collection cover the whole of Solihull area?
What could you do to improve methods - accuracy?
What needs to be done to increase reliability of methods used – day, time, sampling methods?
How accurate are results?
What could be done to improve accuracy?
How valid are your conclusions?
Which results support hypotheses – why?
Which results reject hypotheses – why?

Why might your conclusions be invalid or wrong?
Can you link any weakness in your conclusions to the results or methodology?
What improvements could be made to the enquiry to increase the validity of conclusions?

CONCLUSION – ENQUIRY A

Did you prove or disprove your hypotheses? Relate conclusions to original hypothesis.
Which research or data analysis enabled you to prove your hypothesis?
Refer specifically to the maps / graphs
Link to geographical understanding

3. Analysis of individual land use A4 maps and photograph

Is the type of land use spread across the CBD?
Is it clustered at all?
Look at the photo
· Location of land use
· What is it that attracts people to this land use?
· Why is it located in the CBD?
· How can it afford to exist in the CBD?

2. Analysis of base map divided into squares, table and graph

Where is the clustering located?
Clustering – how big is the area?
What land uses display clustering
What is the % of the total area of the CBD

Explanation:
Accessibility
Competition

1. Analysis of ground floor plan - Enq A

The base map and key show the ground floor land uses in Solihull CBD
You can see which are the most common land uses A - P Which are the top three?
You can see the total number of each of the different categories of ground floor land uses

What are the reasons for the most common land uses?
Competition for land
Accessibility – customers able to reach
much sought after location
high land values - only shops with high turnover and profitability can afford CBD locations.

What is the dominant ground floor land use?
1. Was it specialist shops?
In the CBD there are a wide variety of specialist shops….. book, electrical, hardware, sport, antique shops, jewellers, florists
Specialist shops are located across the CBD … they are different to each other and they are important within the CBD

Explanation…..
CBD is accessible part of the town
Most sought after
Prepared to pay higher land rents to locate centrally because it is important for customers to be able to reach them.
Specialist shops make high profits therefore they are able to afford the high land prices in the CBD

2. Clothing and shoe shops
This land use category shows evidence of clustering as it is mainly located….
Explanation …..
e.g. This is because the shops are selling similar goods and are clustered together to make it easier for the customer to access and so that the shops can compete against each other.
etc.

3. Professional Services and offices – banks, solicitors, architects, doctors, estate agents, doctors, estate agents, opticians, chemists, accountants. Located in CBD as
most accessible part of town
attract a lot of customers
profits
afford the high land prices


Is there any evidence of clustering?
Explanation …..
Selling comparison goods
Customers wish to shop around for different products

From looking at tally chart, bar chart and map are there any land uses not found in the CBD – why?
Not enough space
Land values too high
Pollution
Congestion – adds to transport costs

DATA INTERPRETATION - ENQUIRY A

Describe = put into words what the results show

Analyse = try to explain and give reasons for the patterns shown by the results.

Demonstrate links between the data
Discuss the implications that one set of data might have on another
Relate the analysis to the theory you described and explained earlier – i.e. CBD characteristics

Draw valid conclusions that relate back to the original hypothesis
Summarise results and reach some decision or judgement that relates to the hypothesis
Give reasons for accepting or rejecting each hypothesis


Refer specifically to the data by referring to particular page numbers
Have you made specific numerical references to your data.
Make references to graphs, diagrams etc.

Concentric circles

Concentric circles (assessed as complex skill)
· Photocopy original base map
· Assume centre of Mell Square is centre of CBD draw a circle with a radius of 4cm, 8cm etc until you reach edge of map.
· Cut out each circle
· Stick each zone onto separate pieces of paper and count the number of each ground floor land use there is in each zone.
· Produce a table as in tally chart
· Draw suitable graph to show data – colour each section of graph the same colour as the land use category used on the map.

• could also include a photograph to show typical land uses in that particular zone.

cluster squares

What is it?
A base map divided into grid squares shaded in dominant land use of each square
(assessed as complex skill)
· Draw squares over map 100m 5cm x 5cm
· Shade each square according to the dominant land use colour used in land use classification table.
· If any squares are dominated by two or more equal land uses then split the square accordingly
· Title


What are you trying to show – Why? Link to hypotheses
· Tracing overlay to:
i. State dominant land use type
ii. Show clusters if two or more similar land use squares are located next to each other
· Could graph the total no of squares in each land use category

2nd deadline Thursday 12th June for Enquiry A Hypothesis and methods only

A lot of you have clearly put a great deal of effort into completing the first part of Enquiry A and have achieved full marks!

WELL DONE

now for the next deadline: Thursday 12th JUNE (after the physics exam excuse!!!)

Please could you hand in both hypotheses and methodology for enquiry A and Enquiry B.
Please ensure that you describe:
Enquiry A:
land use mapping

Enquiry B:
questionnaire
taking of photographs
Shopping quality and street survey
pedestrian count

you must describe each method in detail and explain how it will help you to either prove or disprove your hypothesis.

Also please hand in either your cluster squares overlay or donut maps.

Tracing paper, maps or A3 sheets available from L24

1st check Wednesday 14th May

Please hand the following items in an a named 4 ring binder. Please do not put your individual sheets of work inside plastic wallets.

Introduction 1
Introduction 2
Introduction 3

Hypothesis for Enquiry A
Enquiry A Data presention tasks 4.1, 4.2, 4.3, 4.4

Please ensure that all graphs and maps have a title, and are appropriately annotated (key, label axes etc)