Geographical Investigations: What is Fieldwork and Research

  • Brief outline of what fieldwork and research is
  • Sampling methods (tailored for crowded coasts but can be applicable for other topics)
  • Primary / Secondary data collection methods (tailored for rebranding places)
  • Suggested opening paragraph for fieldwork exam question
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What is fieldwork and research?

1. Define the following:

Primary fieldwork ­ is fieldwork you carry out yourself to gather first hand
data (for example, using a belt transect to measure the change in
vegetation across sand dunes)

Secondary fieldwork ­ using data another source has found/measured (for
example, using…

Page 2

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Below I have outlined different methods of sampling an area, my chosen topics for
Geographical investigations are Crowded Coasts and Rebranding Places.

Sampling How? Why? Diagram

Random Equipment: Frame Quadrats Advantage: Avoids bias.
Can be used to sample
large populations.
Method: The size of quadrat depends
on size of…

Page 3

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Stratified Equipment: Quadrat Advantage: It can be used
with random or systematic
Method: Use along transect sampling

If proportions of the sub-sets
are known, it can generate
results representative of
whole population

Correlations and
comparisons can be made
between sub-sets

Disadvantage: The
proportions of the sub-sets
must be known and…

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c) Technique: Residential Quality

How technique could be used?

Housing type, quality, state of building, evidence of renovation

d) Technique: Retail survey

How technique could be used?

Assessment of shopping quality (variety of different shops, quality of shop fronts). Also pedestrian
counts and surveys indicate how the area is used.…

Page 5

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Have a think for yourself on how the data could be used to investigate if an area is in need of
rebranding / if rebranding has been successful. Also, the advantages and disadvantages of
the techniques above.

Secondary Sources

a) Technique: Census Data

Completed every 10 years, collects data from…

Page 6

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Allows for comparison of retailing land use and can be used to show how retailing space may have changed
function/type. May allow for national comparisons in retail trends or development.

e) Technique: Media sources

Includes academic journals to newspapers reporting on local issues. Also includes local tourist information
and marketing.…

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Finally deciding on a sampling method. Which methods can be used to access a large
area, which is time efficient and accurate?

A pilot survey may be required to format questionnaires. (There is always a mark for
mentioning a pilot survey!)




How do you come to a judgement of whether a place needs rebranding?

And how do you compare a place to before and after a rebrand?

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