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APPENDIX 1.1 Household Survey Methodology

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APPENDIX 1.1 Household Survey Methodology APPENDIX 1.1 Household Survey Methodology CAMDEN HOUSEHOLD SURVEY SEPTEMBER/OCTOBER 2003 Presented to : Roger Tym & Partners 9 – 10 Sheffield St London WC2A 2EY Presented by: Research & Marketing Ltd Trefor House Ocean Park Cardiff CF24 5RE Tel: 029 2043 5800 Fax: 029 2048 3540 Camden Shopping Survey Report / September/October 2003 CONTENTS 1. Background & Methodology 2. Sample Breakdown 3. Statement of Reliability Camden Shopping Survey Report / September/October 2003 CAMDEN HOUSEHOLD SURVEY SEPTEMBER/OCTOBER 2003 1. BACKGROUND & METHODOLOGY The client, Roger Tym & Partners, wished to conduct a household shopping survey in the Camden area. The main aim of the study was to establish the following: • Where the respondent shops for clothes, footwear and homeware. • The method of transport normally used to travel to shop for clothes, footwear and homeware. • How long on average it take to get there. • How good the specified area is at meeting the respondents need for this type of shopping. • Why the respondent chooses to shop at the specified area and how often they visit that area. • Where else the respondent chooses to shop for clothes, footwear and homeware • Where the respondent does most of the households main food shopping, and what proportion of their total spending on food and groceries is spent there, and how good the respondent would say it is in meeting their needs for this type of shopping. • The method of transport normally used to travel to shop for main food shopping, and how long it takes on average to get there. • Which other locations the respondent uses regularly for food shopping. • How frequently the respondent visits places to drink, and where they go most often. • The method of transport normally used to travel there, and how long on average it takes to get there. • How good the specified area is at meeting the respondents need for this type of activity. • How frequently the respondent visits commercial leisure facilities such as the cinema, bowling etc, and where they usually go. • The method of transport normally used to travel to commercial leisure facilities and how long on average it takes to get there. • How good the specified area is at meeting the respondents need for this type of activity. A total of 1,001 interviews were carried out between the 12th September 2003 and the 14 October 2003, in 8 different zones. Camden Shopping Survey Report / September/October 2003 Interviews were conducted on Research & Marketing’s in-house CATI (Computer Assisted Telephone Interviewing) Unit. Respondents were contacted during the day, in the evening and at the weekend. All interviews were conducted with the person who was responsible for the main or the majority of food shopping in the household. 2. SAMPLE BREAKDOWN Interviews Zone Achieved1 1 124 2 126 3 125 4 126 5 125 6 125 7 125 8 125 Total 1001 The sample used for making telephone calls was obtained from an external supplier, Datalinx, who supplied telephone numbers by postcode sector from the Operator Service Information System, which contains all legally available telephone numbers. The telephone numbers were then sorted into the relevant zones. The following table shows the number of successful/unsuccessful calls made: Unsuccessful Total Sample Wrong Successful Refused / Address / Language Unused / No Used No Tone Hang Up Not in Difficulties Answer Target 10,852 1,001 448 6,148 1,144 303 1,807 1 This is the actual number of interviews achieved Camden Shopping Survey Report / September/October 2003 3. STATEMENT OF RELIABILITY Assessment of the standard error: 1. The Camden Household Survey has been undertaken by a series of individual sample surveys for a combination of zones. 2. The results are subject to the following sampling error, of which there follows an analysis. 3. The following analysis indicates the methodology used to calculate the standard error, with the standard 95% probability of being correct. The formulae for these calculations are as follows: xqp %% SE% = n where p% = % sample value recorded q% = 100% - p% n = sample size and where: ±1.96 (SE%) = 95% probability that the correct answer lies in the range calculated. 4. Using the above formulae, we can predict the variation between the sample results and the "true" values from our knowledge of the size of sample on which the results are based, and the number of times that a particular answer is given. The table below illustrates the predicted ranges for the total sample and percentage results at the "95% confidence level". Approximate sampling tolerances applicable to percentages at or near these levels Size of sample 10% or 90% 20% or 80% 30% or 70% 40% or 60% 50% 1001 1.9 2.5 2.8 3.0 3.1 For example with a sample size of 1,001 where 30% give a particular answer, the chances are 19 in 20 that the "true" value (which would have been obtained if the whole population had been interviewed) will fall within the range of ±2.8 percentage points from the sample result. Camden Shopping Survey Report / September/October 2003 APPENDIX 1.2 Household Survey Questionnaire Telephone Introduction: Good morning/ afternoon. My name is AgentName and I am calling from Research and Marketing Ltd. We are conducting a short shopping survey in your area, would you be kind enough to spare a few minutes of your time? F1 Are you responsible for your household's shopping? Yes No If = 2, Prompt interviewee with message 'If not, arrange to speak to person who does, else thank the respondent and close interview' F2 Please can I check your postcode? (Interviewers Please Do Not Read Out Postcode) (If It Matches Please Tick Yes) Yes No If = 2, Prompt interviewee with message 'Please thank the respondent and close the interview.' Q1a Where do you do most of your household's shopping for clothes, footwear and homeware items? Angel / Upper Street Brent Cross Camden Town Cricklewood Golders Green Hampstead Hendon Kentish Town Road Kilburn High Road Nag's Head / Holloway Road Oxford Street / West End Swiss Cottage / Finchley Road West Hampstead Wood Green Other (specify) Q1b Approximately what proportion of your total spending on clothes, footwear and homeware do you spend at Q1a ? (must be between 1 and 102) Q2 When you do your shopping for clothes, footwear and homeware, how do you usually travel? Car Bus Walk Taxi Train Tube Motorcycle / Moped Camden Shopping Survey Report / September/October 2003 Bicycle Not Applicable - Goods Delivered Other (specify) Q3 How long does it take on average to get there, from the time you leave home or other location to the time you start to shop? 0 - 10 Minutes 11 - 20 Minutes 21 - 30 Minutes 31 - 45 Minutes Over 45 Minutes Q4 How good would you say that Q1a is at meeting your needs for this type of shopping? Very Good Good Neither Good Nor Poor Poor Very Poor Q5 Why do you choose to shop in Q1a ? PLEASE MARK UP TO 3 ANSWERS (3 maximum responses) Close To Home Close To Work Good Selection / Quality of Shops Good Prices / Discounts Convenient Bus Service Convenient Rail / Tube Service Pleasant Place To Shop Easy Car Parking Free Car Parking Good Mix of Shopping and Leisure Facilities To Visit Markets Safe Shopping Environment Good Range of Places to Eat / Drink To Visit Cinema/Bowling / Other Indoor Facility Other (specify) Q6 How often do you visit Q1a ? Daily More Than Once a Week Once Every 2 -3 Weeks Monthly Every Few Months Rarely Q7a Which other location(s) do you use regularly for your clothes, footwear and homeware shopping? PLEASE MARK UP TO 3 ANSWERS Camden Shopping Survey Report / September/October 2003 1ST ANSWER Angel / Upper Street Brent Cross Camden Town Cricklewood Golders Green Hampstead Hendon Kentish Town Road Kilburn High Road Nag's Head / Holloway Road Oxford Street / West End Swiss Cottage / Finchley Road West Hampstead Wood Green No Other Other (specify) If = 15, goto 'Q8a' Q7b Which other location(s) do you use regularly for your clothes, footwear and homeware shopping? 2ND ANSWER Angel / Upper Street Brent Cross Camden Town Cricklewood Golders Green Hampstead Hendon Kentish Town Road Kilburn High Road Nag's Head / Holloway Road Oxford Street / West End Swiss Cottage / Finchley Road West Hampstead Wood Green No Other Other (specify) If = 15, goto 'Q8a' Q7c Which other location(s) do you use regularly for your clothes, footwear and homeware shopping? 3RD ANSWER Angel / Upper Street Brent Cross Camden Town Cricklewood Golders Green Hampstead Hendon Camden Shopping Survey Report / September/October 2003 Kentish Town Road Kilburn High Road Nag's Head / Holloway Road Oxford Street / West End Swiss Cottage / Finchley Road West Hampstead Wood Green No Other Other (specify) Q8a Where do you do most of your households MAIN food shopping? IF OTHER PLEASE PUT NAME OF STORE AND EXACT LOCATION Budgens, Haverstock Hill, Belsize Park Budgens, The Colonnades, 38 Porchester Road, Bayswater Marks & Spencer (Simply Food), Euston Station Marks & Spencer (Simply Food), Finchley Road, Swiss Cottage Marks & Spencer (Simply Food), Marylebone Train Station Marks & Spencer (Simply Food), Tottenham Court Road Marks & Spencer, Brent Cross Shopping Centre Marks & Spencer, Camden High Street, Camden Town Marks & Spencer, Covent Garden Marks & Spencer, Finsbury Pavement Marks & Spencer, Liverpool Road, Islington Marks & Spencer, Nags Head, Holloway Road Safeway, Brunswick Centre, Bloomsbury Safeway, Chalk Farm Road, Camden Town Safeway, Cherry Tree Walk S C, Whitecross
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