Catchment Area Interviewing

Objective

Provision of information upon awareness, usage, and appreciation of the centre through its (key) catchment area(s), compared to other centres and town centre locations where they mainly shop.

Coverage

• Respondents’ demographic details
• Ever shopped at the Centre - yes or no?

If ‘yes’...

• Do you use the Centre mainly, occasionally, or not at all nowadays?
• If mainly, why so?
• If not mainly, why not?
• Particular likes or dislikes?
• Particular shops attract you to the centre or would like to see at the centre?

If ‘no’...

• Where do you shop nowadays?
• Why so?
• Why never at the Centre?
• Particular shops which would attract you to the Centre?
• Recall of any advertising or promotion for the Centre?
• Where was it seen or heard?

Methodology

One thousand face-to-face interviews in the street on a Saturday and busy weekdays, during normal shop opening hours. Individual informants recruited on the basis of quota controls on age and social class within sex.

Data Presentation

Detailed computer tabulations, plus an informal chart presentation and Management Report upon the key findings.

Back