Mackman Research was commissioned by a consultancy firm to conduct a piece of research on behalf of a major shopping centre in Essex. The shopping centre was planning to make some changes to the existing site and needed to gauge how shoppers and visitors felt about the shopping centre. A survey was designed in order to gather the required information by researchers stationed in the shopping centre. Shoppers were invited to take part in the survey by two Mackman researchers, over four days.
Mackman Research designed a questionnaire to fully meet the aims of the awareness research. The survey consisted of 22 closed questions and 1 open-ended question. The method of street interviewing was employed over a four day period on weekdays and the weekend. People were selected randomly for no other reason but for them visiting the shopping centre and were then asked to take part in the awareness survey. The interviews lasted for approximately ten minutes to capture the views of 200 people visiting the shopping centre.
The target number of 200 respondents completed the survey within the timescale, representing a 100% response rate. This informative piece of research has helped the shopping centre focus its aspirations during a difficult economic time, instructing future marketing strategy and forthcoming building plans.