Geo 2302 Behavioral Geography
Instructor :Prof..K.Y.Wong
Student I D:98518901
Dept.& Year: Geo 2
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Critiques on Harmen Oppewall ‘Modeling consumer perception of public space
The research
is aiming at investigate and illustrate the usefulness of conjoint approaches to
measure the relative influence of attributes in perceptual process. Experimental
model and cross-sectional model are estimated for compare the predicting power
on how pleasantness ratings of existing centers change with 10 attributes that is
hypothesized to be influence on pleasantness perception. Both models show
similar result, it is found that appearance being the most dominant attribute. There
is no significant different in the performance of the two models, however,
conjoint model is more promising as it allows citing attributes that has not be
detected from the regression model.
The
experiment started with defining 10 attributes based on the extent and personal
Interviews and pilot tests with consumers, and 3 additional suggested attribute,
which is used to avoid uncontrolled inference. These attributes are defined as
hypothetical consumer raying in the conjoint experiment.
The
experiment began with the trained observers conducted questionnaires with the respondents.
Respondents were asked about their shopping habits and perception of the
existing centers they frequent, then they have to describe on all experimental attributes.
After that, a cross-section model was estimated from the perceptions of the
existing centers, also a conjoint model was estimated from the rating and
evaluation of attributes.
Both of
models indicated that the appearance was most significant, attributes have
larger effects were similar. The extent of hypothetical stimuli of the conjoint
model is unclear, the external validity against the cross-sectional model is
tested by the correlation and the mean absolute error between predicted and
observed judgements, it is found that predictive
power of both models are same.
It should be
highlighted that the author’ s purpose was to test whether the conjoint analysis
is relevant in analyzing perception of consumers, and whether it is better then
the cross-sectional model or not. Thus, the validity of the conjoint model is
tested and the result fulfilled author’ s purpose.
Though the
author has not introduced unfamiliar technical terms and it is well organized
and detailed in description of the experiment procedures, separate the estimation
of the models is difficult as the data collected in one questionnaire but not separate
experiments,
The
procedure in completing the experiment is somewhat like the repertory grid method
(which is a kind of non –spatial mental map). The attributes items the respondents
rated were raised by them .Hence, subjective result caused by the researcher’s apiori specification of attribute items can be avoided.
It is found
that perception of shopping centers of a consumer is mainly depends on the
appearance. The issue would be helpful on how to increase the attractiveness of
a shopping center during a new center construction project, center renewals and
restructuring, as the attributes can be manipulated by retailers and
developers, designers and planners.
As attractiveness of centers and
desires of consumers are interactive, background information of consumers, like
distance from home, income level… should be disclosed. With the help of this
information, perception of people in different class can be known.
Besides,
only frequently shoppers participated in the experiment, however, income level is
the most important factor in shopping behavior, frequently shoppers are those with
higher income level, therefore, I think that the experiment consists biases on
this aspect.
On the
whole, the research provides information about people’s perception on shopping centers,
clearly stated the method used, though there is bias in choice of respondents, it is useful in planning
shopping centers.
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