Evaluating the Success of Rebranding Southampton: Methodology

Evaluating the success of rebranding Southampton: Methodology

How and Why of data collection

Keep these key questions in mind:

1.  Why is rebranding needed?

2.  Who are the rebranding players?

3.  What recent strategies have been used to rebrand the area?

4.  How successful has rebranding been and is likely to be?

Task

You must be able to:

1.  Justify each type of data

2.  Describe method

3.  Limitations

Create a detailed table to incorporate the description and justification of the primary, secondary, qualitative and quantitative data collected.

Primary Data

Mainly Qualitative

·  subjective likes/dislikes + photos,audio-visual

·  http://www.placecheck.info/placecheck_form.htm ‘Placecheck Form’ -simple introduction into the ‘likes’ and ‘dislikes’ of an area.

·  AV recordings of place and people being interviewed

·  mind maps of area- by student/local/visitor

·  extended interviews –to help with local identity

Mainly Quantitative

·  Land use – including drosscape (significant dereliction/decay). http://www.newscientist.com/channel/opinion/mg19426062.100-the-word-drosscape.html

·  Environmental quality:

-  shopping quality and street appearance

-  landscape quality

-  litter

-  graffiti

-  index of decay (broken glass syndrome)

-  housing condition survey form available from http://www.communities.gov.uk/publications/housing/englishhousecondition3 - pdf

·  Questionnaires- socio-demographic data

·  Photo tourism survey – what people take photos of when they visit an area

·  Bio polar surveys

·  Attraction survey – by visitors and locals?

·  Clone town

·  Crime Vulnerability

·  24 hour city – combination of the above

Secondary Data

Mainly Qualitative

·  www.flickr.com

·  www.geograph.org.uk Internet blogs forums for local attitudes

·  http://www.guardian.co.uk/society/2005/may/27/regeneration.communities Building the brand: rebranding cities – an article from 2005 which explores the relationship between rebranding and regeneration.

·  Measure for Measure: Evaluating the Evidence of Culture’s Contribution to Regeneration. Urban Studies, Vol. 42, Nos. 5/6, 1–25, May 2005. Lengthy piece, but a useful table is included. Free paper download at http://www.kryss.no/resources/12/files/92/CURS110693-1.pdf

·  local case studies and initiatives from the Regional Partnerships. http://www.englandsrdas.com/home.aspx

·  Background resources on urban regeneration http://www.urcsonline.co.uk/backgroundandresources/other.asp

·  Examples of stakeholders English Partnerships. http://www.englishpartnerships.co.uk/

·  Southampton council website

·  Other newspaper articles or blog forums?

Main Quantitative

·  UK Census data http://www.upmystreet.com/www.statistics.gov.uk (National Statistics)

·  http://www.ccg.leeds.ac.uk/teaching/chcc/index.html (Online census atlas)

·  http://www.upmystreet.com/enter-location/local/my-neighbours/l/

·  http://www.neighbourhood.statistics.gov.uk/dissemination/

·  Nomisweb website

·  Vision of Britain website

·  GIS / Map sites:

·  www.ordnancesurvey.co.uk – useful ‘Get-a-map section’

·  http://maps.google.co.uk/ - Google maps

·  http://local.live.com/ Windows Local Live

·  Environmental Impact Assessment – Ikea, Woolston Riverside Development

·  Use of Southampton City Plan – information on the council’s aims for Southampton

·  Plus, any other websites you may have used.

You must justify the use of the websites you used and discuss their limitations (element of bias, subjectivity, out of date data etc…)