1. 1.What are the positive social, economic and environmental impacts of the Westfield development? 2. What are the negative social, economic and environmental impacts of the Westfield development? 3.What are my views towards the Westfield development? 4. How does the Westfield development cater for a wide range of consumers? 5. How is the Westfield development sustainable and how could it be made more sustainable?

2. Collecting Primary Data Learning Objectives: Understand the primary data collection techniques to be used at Westfield. Be able to practice primary data collection techniques.

3. During today’s lesson we will be thinking about the different primary data collection we will be carrying out when we visit the Westfield Centre. Have a look at the table in Section 3 of your Handbook. Which of the techniques have you used before? Can you remember how to carry them out? Can you think of any problems that might occur? Which techniques may be prone to personal bias? How can you make sure that your tests are fair?

4. The five primary data techniques you will be using are: Pedestrian Counts Questionnaires Photographs Environmental Quality Surveys Clone Town Surveys Your worksheet contains a description of each type of technique and the justification (reasons) why you are doing it. See if you can match up the correct Technique to its Justification.

5. Questionnaires Description: How are you going to collect the data? What are you going to do? You will be positioned in a location on one of the main shopping streets around the Westfield Development. In pairs (no more) you need to approach members of the public to ask them a series of questions You will use Systematic sampling – aim to ask every 10 th person that walks past – removes bias. Justification: Why are you doing this? To obtain peoples views towards the Westfield development. To understand how people feel Westfield has benefited the local area and how the development could be improved. To identify how often people visit Westfield To identify the distances that people travel to visit Westfield

6. Clone Town Survey Description: How are you going to collect the data? What are you going to do? You will be positioned along the ‘high street’ and also allocated a section of the Westfield Centre to Survey. Use the clone town survey recording technique and sheet to record the types of shops along the road / the area of the Westfield Centre. Justification: Why are you doing this? To identify the type and range of shops available to consumers within the ‘high street’ of Shepherd’s Bush. To identify whether Westfield contains independently owned shops or chain stores and what implications this has for consumers in the local area.

7. Pedestrian Counts Description: How are you going to collect the data? What are you going to do? You will be positioned in pre-determined positions around the Westfield Centre. Allows for collection of data over a wide area. Count number of pedestrians walking past in both directions for a 5 minute period. Record this number Do this twice at your allocated time to be able to obtain an average figure for the day. Justification: Why are you doing this? To identify consumer numbers in the Westfield development and surrounding areas. To identify whether pedestrian numbers are higher in Westfield than other parts of the local area.

8. Environmental Quality Survey Description: How are you going to collect the data? What are you going to do? You will be recording scores for a number of streets in the Westfield development and surrounding areas based upon your personal ideas about the image of each street. You will score each street based on specific criteria Justification: Why are you doing this? To identify how the environment alters around the Shepherd’s Bush Area. Does the environment alter with distance from Westfield?

9. Photographs Description: How are you going to collect the data? What are you going to do? You will take photographs around Westfield and other parts of the city centre to collect evidence of the impact of Westfield. You could photograph: Streets busy with consumers Vacant retail premises Positive environmental features Services for different consumers e.g. people with disabilities, public transport, families, teenagers Litter, car parking prices, food outlets etc.. Justification: Why are you doing this? To support your other primary data collection techniques which are mainly quantitative, whereas photographs provide qualitative data. Visual evidence of the impact of Westfield.

10. Technique Recap... Turn to your partner and describe one of the fieldwork techniques. Their job is to guess which technique it is. Swop roles Extending your study... Higher level marks are available for those students who show an element of individuality in their work (do something that no-one else does). What data do you think you could collect on the day…or even afterwards to add ‘individuality’ to your investigation??

11. Different types of data You will collect both quantitative and qualitative data during your research. Quantitative data involves numbers, such as your pedestrian count. Qualitative data involves opinions, such as your environmental quality survey. Each type of data has its strengths and weaknesses. Think carefully about the data you will collect and complete the table below as fully as possible : StrengthsWeaknesses Quantitative Data Qualitative Data

12. Different types of data You will also collect primary (first-hand) and secondary (second-hand) data for your investigation. Again, each type has strengths and weaknesses. Complete the table below to show these: StrengthsWeaknesses Primary Data Secondary Data

13. You will be positioned in a location on one of the main shopping streets around the Westfield Development. In pairs (no more) you need to approach members of the public to ask them a series of questions You will use Systematic sampling – aim to ask every 10th person that walks past – removes bias. To identify consumer numbers in the Westfield development and surrounding areas. To identify whether pedestrian numbers are higher in Westfield than other parts of the local area. You will be recording scores for a number of streets in the Westfield development and surrounding areas based upon your personal ideas about the image of each street. You will score each street based on specific criteria To obtain peoples views towards the Westfield development. To understand how people feel Westfield has benefited the local area and how the development could be improved. To identify how often people visit Westfield To identify the distances that people travel to visit Westfield To support your other primary data collection techniques which are mainly quantitative, whereas photographs provide qualitative data. Visual evidence of the impact of Westfield. You will be positioned along the ‘high street’ and also allocated a section of the Westfield Centre to Survey. Use the clone town survey recording technique and sheet to record the types of shops along the road / the area of the Westfield Centre. You will take photographs around Westfield and other parts of the city centre to collect evidence of the impact of Westfield. To identify the type and range of shops available to consumers within the ‘high street’ of Shepherd’s Bush. To identify whether Westfield contains independently owned shops or chain stores and what implications this has for consumers in the local area. You will be positioned in pre-determined positions around the Westfield Centre. Allows for collection of data over a wide area. Count number of pedestrians walking past in both directions for a 5 minute period. Record this number Do this twice at your allocated time to be able to obtain an average figure for the day. To identify how the environment alters around the Shepherd’s Bush Area. Does the environment alter with distance from Westfield?