1. Meeting the social needs of
adolescents:An entertainment
venue within a shopping mall.
Linda Sithole
STUDENT NUMBER: ********
YEAR: 2013

2. EXECUTIVE SUMMARY
The following research wishes to enlighten the reader on how an interior environment can
help meet the middle adolescents’ social and entertainment needs in a shopping mall. Three
shopping malls assisted me to better understand why adolescents where drawn to such
venues. Observations helped see what a day in a shopping mall for adolescents entails. The
qualitative questionnaires, filled by the middle adolescents, helped facilitate my research
report on what they prefer as opposed to what has already been done. Through a qualitative
research approach focus was placed on adolescents’ behaviour and how interior design can
help facilitate their shared entertainment needs in a venue within a shopping mall.

3. CHAPTER 1
INTRODUCTION
The researchtopic I chose to investigate was“Anentertainmentvenue withinashoppingmall”. The
aimof my researchisto establishhowthe social andentertainmentneedsof adolescents canbe
metin a shoppingmall venue inDurban.Itishope thatthisstudywill contribute tothe researchin
interiordesignmeetingthe entertainmentandsocial needsof adolescents.
Adolescents are in a very delicate and important stage of development, referred to as
fidelity in Erikson’s “life cycle” (Stevens 1983:41-58). According to Stevens (1983:49)
adolescence is the time of physical and social change, where identity becomes the focal
point. According to Muuss (2006:308) adolescents are in the transformation phase from
childhood to adulthood where they are de-attaching themselves from their parents.
The following key terms will be used throughout the research report:
I. Adolescence
The study will focus on middle adolescents who are between the ages 14 to 16 years
old. Muuss (2006) refers to this stage in human life as “the transitions from
childhood to adulthood”.
II. Generation Y
Generation Y is the group born after the mid 1980’s. Generation Y is said to be the
results of the previous generation to better themselves through their children, there
they are mostly spoilt with all technology money can buy. This generation
communicates through fast mediums which enable them to move fast and know
things much quicker than before (Kane 2013).
III. Social needs
According to Erikson’s (1994) theories on adolescence, social needs are the way
socializing can affect the sense of self. Social needs are affected by human
behaviour.
IV. Entertainment venue
Types of entertainment venues vary greatly from theatres, to parks, to sports
centres. My research will focus on entertainment in shopping mall venues. Shopping
malls falls under the third place attachment, where adolescents spend most of their
time outside their home and school (Kopec 2012: 314).
V. Place attachment
“Place Attachment is the deep emotional bond or connection that people develop
towards specific places over time via repeated positive interactions” (Dalllago, L.
Perkins, D. Santinello, M. Boyce, W. Malcho, M, Morgan, A. 2009: 149).
Through my research I hope to establish the entertainment and social needs of adolescents
in a shopping mall venue. The research report will seek to answer the following sub-
questions:-
1. What are the social needs of adolescents today?

4. 2. What are the entertainment needs of adolescents today?
3. What are the design criteria for an entertainment venue for adolescents?
The above mentioned sub-questions will help in answering the main question of this
research project: How can an entertainment venue within a shopping mall meet the social
needs of todays’ adolescents?
My research looks at the general psychological and social needs of adolescents. Two
theorists are used to establish a conceptual framework. The first is Erikson (1980 cited in
Stevens 1983) who explains that adolescents are in the stage of finding themselves and their
identity. The second theorist is Muuss (2006) who adds to Erikson’s (1980 cited in Stevens
1983) theory by elaborating further saying that adolescence is the stage of transition where
the adolescent is moving away from their parents.
In addition my research report will discuss shopping malls in Durban and how they can be
adapted using interior design to suit adolescent’s entertainment and social needs.
I will investigate adolescents using shopping malls as entertainment and social venues
through observation and questionnaires. I will discuss the concept of place attachment i.e.
why adolescents feel shopping malls is where they are most likely to have their needs
accommodated. The research report will discuss the advantages and disadvantages of a mall
being used as a place for the adolescents to socialise and be entertained.
From primary and secondary data collected through observations, questionnaires and a
literature review I will then determine how an interior environment can cater to the
entertainment and social needs of adolescents. Questionnaires will be handed to the
sample adolescents directly or through email. Journals, books and the internet were used to
compile the literature review. My hope is that the research on place attachment will aid in
finding a way for adolescents to feel welcome and at home in an entertainment venue. It is
anticipated that the data collected will reveal the needs of adolescents in an entertainment
venue so as to help create such a place.
I believe that this topic needs a lot of attention as it is in this tender age, of adolescence,
that humans make their mark and choices in life for the future. Underage drinking in South
Africa is appalling. Adolescents find their comfort and entertainment in places where these
beverages are sold and some even use their own homes as entertainment venues. On a
YouTube video labelled “Life According to a South African Teen” an adolescent expresses his
views on adolescent life and how the freedom has catered for the underage drinking. It is
through a shopping venue like the one I propose that I believe some of these adolescent
rebel signs will diminish.
Internationally adolescents are seen socialising and congregating in shopping malls. My
research aims find out how this behaviour can influence the interior of a venue and how this
venue can cater to such behaviour. If it is entertainment they seek in a shopping mall is it
what they are getting or can there be more. I aim to find out what are the entertainment
and social needs of adolescents in Durban within a shopping mall venue.

5. CHAPTER 2
LITERATURE REVIEW
Chapter two consists of the literature review. Here I explore literature and theorists views
on adolescents social and entertainment needs. I have divided this chapter into sections
that will explain the different themes that were focused on. The themes address the studies
main and sub-questions that will answer the main question as listed in chapter one. Key
terms for the research report have been defined in the introduction chapter and shall be
used throughout.
PSYCHOLOGICAL NEEDS OF ADOLESCENTS
MIDDLE ADOLESCENCES-GENERATION Y
Adolescence is a tender age of self-discovery. Sue Peattie (n.d :1) says that the current
teenage generation has been dubbed “Generation Y”. One of generation Y’s defining
characteristics is and being the first generation to grow up online, through technology.
These are the following Generation Y characteristics listed by Kane (n.d):
 attention-craving,
 team-oriented,
 achievement-oriented
 family-centric
Generation Y is a result of the previous generation to do better through them. This age
group is armed with the best technology their parents can afford. This technology gives
them excess to email and instant messaging. Each of Kane’s (n.d) characteristics is driven by
adolescents’ needs to access technology, which will help keep up to date with the world’s
developments. Adolescents seek guidance, appraisal and attention which they achieve
through their determination and use of technology.
Research has shown that middle adolescents between the ages of 14-16 years are most
likely to enjoy socializing in shopping malls, parks and schools. Middle adolescents and their
characteristics will be further explained under the heading place attachment.
Adolescents have psychological needs that must be addressed for the study on adolescent
social and entertainment needs. I will use Erikson’s (1994) and Muuss (2006) theories to
investigate these needs. These theorists will help me:
 Determine what adolescence is,
 understand the psychological needs of adolescents,
 Establish challenges adolescents are faced with at this stage of life.
ERISKON’S LIFE CYLE- THE FIDELITY STAGE
Erikson’s work “embodies key development in psychoanalytic” (Stevens 1983: 1-2). Erickson
is mostly said to be a Neo-Freud as he focuses more on healthy egos and/or ego

6. maintenance. Ego was the focus of Erikson’s studies. He explains that in human life your ego
develops at each stage.
There are eight psychosocial development stages in Erickson’s Life Cycle’ according to
Stevens (1983):
1. Trust vs. Mistrust-children from birth to one year
2. Autonomy vs. Shame and Doubt-children ages one to three
3. Initiative vs. Guilt-children around three to six years old
4. Industry vs. Inferiority-from the age of six years to puberty
5. Identity vs. Role Confusion- Fidelity- adolescents
6. Intimacy vs. Isolation-young adulthood
7. Generativity vs. Stagnation- senior citizens
I have concentrated on the 5th stage of the eight psychosocial development stages of
Erikson’s Life Cycle. Each of the eight stages are characterised by one’s attitude towards life
(Stevens 1983: 41). Adolescence is the fifth stage, which Stevens (1983) refers to as the
Identity versus Role Confusion-Fidelity. I will be referring to it as the fidelity stage. Here
adolescents deal with identity and role confusion. Steven (1983) defines this stage as a stage
of physical and social change. The fidelity stage is where sense of identity becomes the focal
issue.
Erikson’s fidelity stage is defined as “the ability to sustain loyalties freely pledged in spite of
the inevitable contradictions and confusions value systems” (Stevens 1983: 50). It is of my
opinion that adolescence’s social needs are led by their need for identity and are therefore
vital in the fidelity stage of Erikson’s Life Cycle. Adolescence social choices are either
spontaneous in that they are dependent on their peers or they are forced in a lifestyle which
gives them responsibility to grow faster and realise their duty in life, therefore placed in
authority of some form (Stevens 1983: 50).
During adolescence, young people are confronted with identity questions leading to
confusion as to their role in life or the future. Erikson’s theory applies today as adolescents
are faced with extreme challenges of everyday life. With these problems it is common for
adolescence to rebel against their parents as a way of self-discovery (Stevens 1983: 49).
MUUSS’ INTERPRETATION OF THE FIDELITY STAGE –TRANSITION
Muuss (2006) describes the same problematic period that Erikson refers to, as adolescents
going through the transition from childhood to adolescence. Muss (2006) defines this
transition as the time when adolescents seek to bond with their peers and move away from
their parents. Erikson explains the need for peer relationships during the fidelity stage as a
form to seek identity through the fidelity stage. Muss then interprets this stage as a
transition leading to bondage between peers.
According to Muuss (2006: 310) adolescents can have an adult-orientated relationship
where they are closer to their parents then to their peers. The adolescent profile that is
most likely to choose this type of social relationship lacks the social skill for peer group
acceptance. The more common relationship amongst adolescents is the peer-oriented

7. relationship. These relationship options can both be used together and Muuss (2006: 310)
puts emphasis on how that would be of benefit as opposed with the other two types i.e.
adult-orientated and peer-orientated either type alone can result in lack of growth is
expected and with the peer-oriented the focus on school may be lessened and therefore
grades may decrease.
SOCIAL NEEDS OF AOLESCENTS
IDENTITY
Adolescents are in the process of self-discovery and are confused as to who they are or
where they belong. For this reason it is only normal that their social needs change often.
“Socializing is a lifestyle process by which individuals develop attitudes, values, beliefs,
knowledge, awareness of social expectations and appropriate role behaviour”(Craig 1976:
89). Adolescents seem to find comfort in socializing with their peers. In a study done in
Manhattan, Mooney (2011:2) interviewed a parent who expressed her views on the needs
of teenage spaces by saying that “tweens these days are really in that hangout [socialize]
mode. They just like the idea of sitting next to a friend, and they may not even be talking to
each other, but just that companionship is important”.
Through research on the social needs of adolescents Eklind (1972) points out that “adults
often make the mistake of assuming that children’s thought processes are similar to their
own”(Craig 1976: 89). I am of the opinion that this applies to adolescents often categorised
as children in research studies. Adolescences have unique emotions, thoughts and feelings.
It makes sense then that they develop the need to socialize with their peers as opposed to
their parents. Craig argues that adolescences tend to choose cultural heroes, because
adolescences like to compare and see similarities to themselves on their cultural heroes
(Craig 1976: 99). Comparing themselves to these cultural heroes it enables them to identify
where they belong to and what role they are supposed to play in life. Although Craig calls
them cultural heroes, I will be using Erikson’s term idols in this research report as the term
seems more in context to what these “cultural heroes” are referred to when discussing the
needs of Generation Y.
SOCIALIZING WITH PEERS
In my investigation on what the social needs of adolescence are, Stevens (1983) gives insight
through his studies on Erikson’s theories. One of adolescents’ psychological needs is to
socialize with their peers. Their socializing is “an attempt to arrive at a definition of one’s
identity by projecting one’s diffused self-image on another and by seeing it thus reflected
and gradually clarified” (Stevens 1983: 64). Social needs are therefore linked to adolescent
psychological needs. According to Stevens (1983) “Adolescences help one another
temporarily through the fidelity stage by forming cliques and by testing each other’s
capacity for sustaining loyalties in the midst of inevitable conflicts of values.” Erikson argues
that identity is a critical period for adolescence as they tend to loose themselves in other
people’s ways and by following the example of their idols, “to a point of an apparently
complete loss of individuality” (Stevens 1983: 64).

8. As they are on the road to self-identity stage, adolescents want diversity to cater for their
needs. This is illustrated by Erikson who according to Stevens (1983: 67) detects polarities in
this process: a need for freedom and yet a capacity for discipline, a yearning for adventure
and yet a love of tradition
It is when fully discussing social needs of adolescents that the theories of Maslow come into
great use. According to Maslow, needs are hierarchially organised so that a lowest most
basic ones must be satisfied before the higher ones can even be considered (Craig 1976:
101). Maslow developed a hierarchy of needs and says that “human beings are social
organisms and they need to be part of a group to associate with each other and to love and
be loved” (Craig 1976: 102).
Teenage behaviour closely affects their surroundings and affects their development.
Adolescent behaviour is influenced by their class mates, who play a potentially dominant
role shaping adolescents preferences and behaviour. Erikson argues that young people can
become remarkably intolerable and cruel in their exclusion of others who are different. It is
important to understand in principle that this behaviour is brought about by adolescences
defensiveness against a sense of identity loss (Stevens 1983: 64). Freedom is also a need of
adolescence. Stevens (1983: 69) argues that it is not wise for adolescents to have early
responsibilities or already have future commitments as they are still in the transition phase.
ENTERTAINMNET OF ADOLESCENTS
Entertainment is “anything that stimulates, encourages or otherwise generates a common
of pleasurable diversion” (Mennis 1998: 490). When focusing on the entertainment needs of
adolescents this research will discuss place attachment and shopping malls.
PLACE ATTACHMENT
Place attachment is “a deep emotional bond or connection that people develop towards
specific places over time via repeated positive interactions” (Dallago, L. Perkins, D.
Santilleno, M. Boyce, W. Molcho, M and Morgan, A. 2009: 149). Place attachment is
associated with feelings and perceptions. In adolescence, place attachment plays a large
role as there is a huge amount of time spent socializing in neighbourhoods.
Place attachment, according to Hay (1998) may “also serve as a resilience factor against
identity crises. That may occur in periods of transitions, such as adolescence”. Adolescence
is a period of transition because of the shift from the parents to peer dependency (Muuss
2006: 308). Place attachment affects adolescent in deferent ways according to age groups.
“Place attachment appears to be even more important during middle adolescence i.e. 14 to
16 years than during early adolescence i.e. 11 to 13 years when children are less mobile and
independent or late i.e. 17 to 19 years adolescence, when they are focused more on people
than place and become so mobile they explore beyond their home territory or
neighbourhood” (Dallago, L. et al. 2009).
Adolescents tend to move away from their parents so it is only easy to assume that they
tend to spend more time outside of their home and through place attachment they find a
comfortable place outside their homes. “Strong place attachment is important to a healthy

9. human development throughout the cycle and especially during middle adolescence”
(Dallago, L. et al. 2009: 153).
Creating or designing a venue in a shopping mall to cater for adolescents needs is important
to aim towards heightening the feeling of place attachment. With the exception of gender
differences and perception one thing adolescences have in common is the need for safety.
Dallago, L. et al (2009:153) suggests that the need for safety is not only for adults but starts
in adolescence. Barnes (2007: 1) is of the opinion that adults leave their adolescents in
shopping malls because of their perceptions of shopping malls being places of safety.
SHOPPING MALLS
Research conducted in Los Angeles has shown that shopping malls are used by adolescents
as a place to hangout [socialize]. Characteristics of what adolescence do in shopping malls
were investigated. Interviews showed that adolescents usually go to shopping malls with
their peers for entertainment rather than to shop. It is however unfortunate that there is
little research on the topic as “few scholars have published empirical studies about
adolescents in shopping malls” (Anthony 1985: 308). It is a hope that my research will
contribute to reducing the shortage of research of adolescents in shopping malls.
Shopping malls provide a limited amount of safety, as security persons are on guard and
security cameras survey the shopping mall environment. Barnes (2007: 1) suggests that
parents forget that these safety measures are not to babysit their children as most have
reasons to frown upon the presence of adolescents in shopping malls.
Shopping malls have become gathering places for the adolescents as well as their seniors.
“Over the years malls have grown larger and their one-stop convenience has expanded to
include services outlets and entertainment providers. Entertainment in shopping malls
includes cinema theatres and art exhibits with the exceptions of holiday stands. Shopping
malls have become major elements in the lifestyles of consumers” (Bloch, P. Ridgway, N.
Dawson, S. 1994: 24). A survey done on American adolescents shows that the majority of
adolescents go to shopping malls at least once a month. This survey also showed that the
more time is spent in shopping malls than anywhere else outside of work and home.
Shopping malls fall under the category of third place attachment. Kopec (2012:314) says
third place is where people, which include adolescents, spend time for relaxation and
socializing other than homes and schools. Shopping malls function as social and cultural
interaction centres. They cater to “the social needs of adolescents in terms of space as they
have open spaces, food courts and benches” (Bloch, P. Ridgway, N. Dawson, S. 1994: 25).
Seeing that social needs of adolescents can be met in such a place as it allows socializing, it
is no wonder that they are drawn to such a place. Shopping malls serve as a hangout [a
place to socialize] for adolescents after school. For adolescents, shopping malls become
their second home which Kopec (2012:314) refers to as fourth environment, where they
spend time in places aside from playgrounds and home. Kopec describes the mall as a
natural environment for the adolescents as he is of the impression that a mall provides a
place of freedom like at a playground.

10. This literature review has observed adolescents social and entertainment needs in a
shopping mall venue. The adolescents’ needs are mostly social because of their
relationships with their peers motivated by the fidelity stage. It is through Maslow and
Erikson’s theories that we see the difference between the psychological and social needs
which are referred to as different needs but linking in the context of adolescent social
needs. When observing research studies and surveys conducted in malls, it is also evident
that safety is also a part of adolescents’ place attachment. Parents that allow their
adolescents the freedom to be in shopping malls are comforted by safety and space
provided by malls.
The research has made a case for my study in that this sort of behaviour is frowned upon by
adults who also occupy the same space as adolescents but is also the adolescents’ needs
that are neglected. The social and environmental needs of adolescents can be met together
in a shopping mall venue as this venue is used in the present as the social space to be in
your free time as an adolescent.

11. CHAPTER 3
METHODOLOGY
Chapter three explains the methodology process of this research report. It is through
methodology that we convey the methods of research to obtain data. The chapter ahead
explains how research is conducted, hence the methodology process. The Methodology
process involves research data, data collection and data analysis which will further be
discussed throughout this methodology chapter.
RESEARCH DATA
QUALITITATIVE RESEARCH
There are two types of research methodologies: qualitative and quantitative. For this
research report qualitative research has been used to further the research on adolescent
social and entertainment needs in a shopping mall venue. According to Silverman (2000: 8),
“the method used by qualitative researchers exemplifies a common belief that they can
provide a deeper understanding of social phenomena than would be obtained from
quantitative data”. The above statement supports why I have found qualitative research the
best approach for dealing with this research topic. I hope to provide insight and
understanding to the phenomena of adolescents in shopping malls in Durban.
APPROACH –INTERPRETIVE PARADIGM
The interpretation paradigm was chosen to help form this research report. Through the
interpretive paradigm I will be able to use the literature review with the information gained
from the questionnaire to formulate an investigation on the topic by comparing the data.
Literature review is the involvement of “secondary analysis of available information already
published in some form” (Sarantakos 2005: 137). Therefore the opinions of theorists have
been greatly used. Through this interpretive paradigm, my own meaning of the data
collected and data analysed will then be compared to answer the research sub questions.
The sub questions will help answer the main research question.
Through the knowledge gained from data collected it may be easy to get lost in the
information. It is through the literature review that I, as the researcher, will be able to
formulate the research argument and investigation on the topic. Hart (1998:13) says that
literature reviews are “to demonstrate skills in library searching; to show command of the
subject area and understand of the problem; to justify the research topic, design and
methodology”.
ETHICAL CONSIDERATIONS
The adolescents I will be conducting my research are between the ages 14 to 16 therefore it
is ethical to get parent/guardian consent when requiring their participation in the study.
With this as the first ethical consideration it shall be the guideline to what follows.
“Ethical research involves getting the informed consent of those you are going to interview,
question, observe or take materials from” (Cohen, L. Manion, L and Morrison, K. 2005: 46).

12. Ethics are major matters that need to be considered when doing research as they also show
truth in your research report information. According to Silverman (2006: 317) there are
ethical pitfalls which need to be avoided when conducting a qualitative research. These
pitfalls include the exploitation of the information gathered and the deception shown
through lack of full disclosure to the participants. Participants must be given the choice of
anonymity as a form of protection.
Olsen (2012: 88) says that the volunteers and participants are fundamentally equal in status
to the researchers and have rights which cannot be revoked. It is of my assumption that in
terms of ethics when conducting research the researcher must reveal all there is about the
research report. The steps of the participants’ involvement must be clearly stated and the
disclosure in terms of what the research is about. Working with high school pupils I have to
receive the principals’ permission to conduct such a research on their school’s pupils and
hand them questionnaires. It may be a lengthy process as they may have their own ethical
bounds within the school which may delay their acceptance for such research to be
conducted on their pupils.
Due to the adolescent pupils still finishing their 1st term testing period, the consent request
was declined in all three high schools. Therefore my sampling has changed. My next strategy
was to approach the adolescents individually with their parents’/guardians’ consent. It is
important that I take Silverman’s (2006: 323) advice that what is “central to most guidelines
is the idea of informed consent”. The ethical measures taken through the high school route
have not been neglected as they are carried through to this strategy. I still wish to use
questionnaires as a form of data collection. The ethics considered when dealing with
parents individually are not that different from when dealing with the principal, as the
principal was taken as the guardian of the adolescent in high school. The ethical
considerations are still followed here with the exception of questionnaires being able to be
handed back through email. In which case the consent letter from the parent/ guardian will
be sent in first then the questionnaire will follow to ensure anonymity. “Research is not
conducted for the sake of ethics but for improving the overall quality of life of people, and
ethics should make this quest easier and not difficult or even impossible”(Sarantakos 2005:
22).
Therefore the following was clearly stipulated in the consent form, refer to appendix A, sent
to the parent/ guardian to be signed:
 Request for child’s participation in the questionnaire.
 Participant’s right to privacy and anonymity.
 Participant’s right to retract from the study at any stage.
 The right to full disclosure, on the study, to both parent/guardian and child.
DATA COLLECTION
The data collection process is used to gain more information through research methods that
will be the evidence to the research reports. According to Olsen (2012: 3) “the best research
uses data in an original way or offers some new and exciting interpretation of existing data.
A problem is formulated in order to start up your research report then questions are set up

13. to formulate and narrow your research. Then information is gathered through new and old
data. It is through this data that the research question is answered”.
Qualitative research is used “if you are concerned with exploring people’s life histories or
everyday behaviour (Silverman 2000: 1). Because my research aim requires focus on human
behaviour and interpretations qualitative research is the best method to acquire
information from the data collected.
RESEARCH TOOLS
There are three research tools I will be using to gather my data namely: literature review,
questionnaires and observation. According to Wisker (2009: 99) “Sources are essentials in
research –without them there are only questions and problems”. There are two sources:
primary sources and secondary sources. Primary sources will be gathered through
questionnaires and observation as these are forms of data collection that will reveal original
work produced at that time and place of study (Wisker 2009: 99). Secondary sources are
research done on a similar topic as that of my research. Literature review will help me
gather secondary source information.
PRIMARY SOURCES:
 QUESTIONNAIRES
There are many forms of data collection one can use to further their research report.
Because I am working with adolescents who are believed to be mostly influenced by their
peers I feel a focus group will manipulate their response due to peer pressure. The use of
questionnaires in this research report is to gain information from the primary source.
Through written questionnaires the result may be different, because of the sense of more
freedom from the comfort of anonymity. Questionnaires are also better in that more
answers may be collected at shorter intervals where a verbal questionnaire may take time.
“Questionnaires are mostly used as collection of data in the social science” (Sarantakos
2005: 239). This research has, therefore, used this form of data collection method to
contribute to the research on adolescents social and entertainment needs.
They are many types of questionnaires and therefore many types of answers that can be
gained from each. I have chosen the use of semi-standardized questionnaires to structure
the questionnaire. This is a combination of structuration and standardisation. I have made
use of a combination of standardized questions structure and the unstandardized
questionnaires. According to Sarantokas (2005: 240) standardized questions are structured
in a form that the answers to the questions are already set for the participant to choose
from, therefore narrowing the outcome of the data collection. Unstandardized questions
are the opposite to this as they allow the participant to formulate their own answers.
According to Sarantakos (2005: 240) “questionnaires are either handed to the respondents
personally, or are sent to them by email”. My form of communication will use both these
form of medium to accommodate the participants. Terminology was adapted in context to
the research to help with the understanding of the research report. But this terminology is
reserved for the research report and not used in the questionnaire. According to Olsen

14. (2012: 119) “the order of questions in a questionnaire should appear logical to the
respondent”.
Sarantakos (2005: 244) also lists a number of types of questions that can be asked in a
questionnaire. One of the types is padding questions which are of interest to the
respondent, used as a form of breather for the participant. The focus of this research report
brings the investigation to human motivation therefore it is also good to keep the
participant comfortable in order for the questionnaire to be easy to finish.The other
question types, I have used, from Sarantakos’ (2005:24) are primary questions used in the
questionnaire. Primary questions are, according to Sarantakos (2005: 244), questions that
directly relate to the topic. I feel this is best as since you are dealing with the primary
source, the answer to these questions may fuel the research report to conclusion. It is also
important to bring the focus in the questionnaire yet keeping the length short so as to not
lose the participant.
 OBSERVATION
I also used observation as my primary data collection tool. With the information gained
from the literature review and the research sub-questions I went to two shopping malls to
find new knowledge and compare notes to the real world. I opted to become one of the
shopping mall visitors and users for four hours doing an informal observation. Informal in
that I did not have a schedule when I did the observation. Silverman (2005) says observation
in qualitative research is “fundamental to understanding another culture”. And that is what
came out when I did my observation in that I allowed myself to see the world through the
middle adolescent eyes, in their perspective by shadowing them. Observation is an
appropriate method when dealing with behaviour in this study I observed the middle
adolescents’ behaviour in a shopping mall to determine their social and entertainment
needs in a shopping mall.
My observations:
 Adolescents tend to move away from their parent when they are walking with them
opting rather to be using the phone while walking a short distant away from the rest
of the family.
 When walking with their peers they seem happier louder and free in that they walk
in groups and would rarely be on their mobile phones.
 When in the mall they seemto be more at home they don’t seemto be in any hurry
to go anywhere, through the observation it is clear that unlike other shoppers, they
are still going to be there for a long time. There is a lot of window shopping and
lounging in the food courts and movie theatres.
With the above observation reports one must keep in mind that observations have their
disadvantages of being bias. According to Silverman (2005:111) “qualitative researchers also
argue that observation is not a very reliable data-collection method because different
observers may record different observations.”
SECONDARY SOURCE:

15.  LITERATURE REVIEW
The other form of data collection I used is that of literature review where I used library and
internet as my research data. The literature review helped me formulate the research
questions. It is “the review of available literature” (Sarantakos 2005:136) that provides
information that will add to the investigation of the research report. According to Mouton
(2001:7) “one of the first aims should be to find out what has been done in your field of
study”. The literature review is the secondary source to provide background information on
the research report topic.
Mouton (2001) suggests that a strategy in getting material for the literature review is
through the library systemwhether physically or through the internet. This will require the
use of journal articles and books which depending on which medium you choose may be
international or local. It may be that not all of the information gathered will be used in you
reference but it is important to increase your bibliography as that will help you broaden
your thing on the topic thus bringing it all into focus in the literature review part of the
research report.
According to Augustin and Coleman (2012: 89) “the key to finding previously executed
studies and relevant information is knowing the terms that researchers use in reports about
them”. Using the right terminology, key words, which will help focus the research approach.
Information gathered from the library may contain precedent studies on the topic which
may support or challenge your research report it is through those mediums that the
research report approach will be adapted.
DATA ANALYSIS
Interpretive data was collected through questionnaires handed to the middle adolescents,
as primary source. Literature is considered the secondary source as it captures the
background of the research in this qualitative paradigm. The data collected will be
categorised into themes that will frame the questions that will guide the questionnaire and
the observation process.
Through the primary source, literature review will help narrow down my research. I linked
this information with secondary information to find out if the theorists’ findings still apply
today when it comes to adolescent entertainment and social needs. Observations were used
as precedent study to find out if the entertainment and social needs of adolescents
gathered from the literature and questionnaires is being fulfilled. Observation was also used
to establish the adolescents’ behaviour in a shopping mall to establish if this interior space
can cater to adolescent social and entertainment needs.
There are two ways in which to analyse data namely:
 Categorizing strategy
Through this strategy I will be analysing data according to the themes. Themes will be
identified in the literature review. In the literature review I have captured the necessary
background information available from other studies done on similar topics. Theorists work
was discussed and compared to help answer the sub questions. Through this information

16. and the sub-questions I have identified sub-themes to help focus my questionnaire
questions.
The themes identified through the literature review:
- Middle adolescent
- Adolescent entertainment needs
- Adolescent social needs
Through the questionnaires the themes highlighted in the literature review were addressed.
These themes helped formulate the questions for the questionnaire adding the
questionnaire being a semi-structured questionnaire. The counting system will be used to
evaluate the close- end questions to compare and group with other participant’s answers to
the same question to establish the majority outcome. The counting systemwill help
determine the similarities in adolescences’ answers. In which I will display the outcome with
graphs which may help find the common answer. The research questionnaire also has open-
end questions to establish sub-themes that might have been missed. The answered
questionnaires where used as secondary sources along with my observation outcome. The
outcome of these may be used to have direct approach to some of the sub questions to aid
the main question of the research report.
The observation was done at three shopping malls in Durban without any schedule
therefore not much out of the ordinary was established. The observation dealt with
adolescents’ behaviour in a shopping mall
 Connecting strategy
Through this strategy I will use the information taken from the first strategy to connect the
information gathered from all the data collected, sources. Links will be established through
the different questions to add to the different themes.
These two strategies help see similarities in the data collected through analysis. Qualitative
data analyses the data’s perceptions and understanding of the situation to establish the
common outcome. “Qualitative data analysis is usually based on an interpretative
philosophy that is aimed at examining meaningful and symbolic content of qualitative data”
(Maree 2010). I hope to be able to a find a pattern of differences and similarities between
the primary and secondary sources in order to produce an adequate research framework.

17. CHAPTER 4
FINDINGS
Chapter five will discuss the information gathered from the literature review, observation
and questionnaires. Literature review will be used as secondary data, information research
from previous studies. Observations and the questionnaires will be used as secondary data,
by observing and questioning the adolescents. Through the two different strategies
discussed further in the data analysis chapter I have connected and linked information to
highlight my findings.
THE CURRENT SOCIAL NEEDS OF ADOLESCENTS.
- Adolescent favour peer relationships as opposed to parent relationships
Literature review showed that Adolescence is a stage of self-identity vs. role confusion and
the transition stage from child to adolescent. Adolescents move away from their parents
and find comfort in their peer social circles. The primary outcome of my research is that this
theory is true. Adolescents do tend to go to shopping malls to socialise. This can be seen on
the below graph which shows that 86 percent of middle adolescents consider socialising
with their friends fun. Furthermore, my findings from one of my questionnaire questions,
supports that adolescents do so mostly with their peers as opposed to their family.
Adolescents, as Muuss(2006) would support in his definition of the transition stage, rely on
their peers. It is also shown from the primary source data collected that it is also within their
own age group that they most prefer to socialize in. Adolescences is the time when
adolescents explore choice and it is clear that most adolescents choose to socialise with
their peers. This is clear in the table below which illustrates which company adolescents
prefer to keep during their free time, and the results whereas evident in the graph below.
86%
14%
what would you consider fun?
socializing with
friends
socializing with
family
0
5
10
peers girl
friend/boyfriend
siblings parents
Who do you prefer spending your free time
with?

18. As my observations were during the holidays some adolescents were visiting the shopping
mall with their parents. I observed that they would mostly shy away from the family group
whilst chatting on their mobile phones or playing games with their portable gadgets.
Entertainment needs of adolescents can be directly linked to their social needs in that, the
key to enjoying the shopping mall depends on the presence of their peers and when with
their parents were often on their mobile phones, possibly communicating with their peers.
THE CURRENT ENTERTAINMENT NEEDS OF ADOLESCENTS
- Behaviour of adolescents in shopping malls
Through observations in three shopping malls I established that it is easy to spot the middle
adolescent group in a full and crowded shopping mall. Adolescents usually walk in groups.
Their groups usually consist of adolescents of the same age and gender. I also noted that the
shopping malls are more familiar to adolescents than most other visitors. I believe that this
may be because many adolescents spend their free time in shopping malls, because they
feel a sense of freedom, away from their parents. I also witnessed an adolescent leading her
parent and younger sibling through the mall with the clear note that she knew the shopping
mall more than the parent. This adolescent was also heard saying “relax mom this way is
faster”. Adolescents unsupervised in shopping malls may be frowned upon by passing
adults but adolescents have as much right to be there as they do so they cannot be removed
from the premises. This disadvantage supports the proposal of a venue, dedicated to
adolescents. A venue for this purpose is to be in a shopping mall not because adolescents
increase the shopping malls’ revenue but because it is a place where adolescents have
grown attached to. A venue that can cater to adolescents needs which, according to the
answers from the questionnaire participants, outdoor activities should be considered when
designing such a venue.
In my latest observation I noted that adolescents favour sitting at the corner of whatever
venue they are at, mostly next to the window or a balcony that oversees the next floor. In
the questionnaire 50 percent of the participants listed an outdoor activity as one of the
activities to do when with your peers or family.
- Adolescents favour technology
Technology’s influence in adolescents today is what makes them Generation Y. Middle
adolescents are no deferent, as I believe they also use technology to keep with the trends,
gossip and with their peers. In my observations I noted that adolescents majority of
adolescents enjoy their gadgets as much as 60 percent stipulated in the questionnaire that
they favour gadget buying and window shopping. One of the participants in the
questionnaire stated “when with friends we go to our favourite mall and browse through
clothing gadget shops” (participant A). Participants went as far as saying “I love that it has
gadget shops” (participant B) when asked in the questionnaire why they like their favourite
shopping mall.
THE DESIGN CRITERIA FOR AN ENTERTAINMENT VENUE FOR ADOLESCENTS

19. - Shopping mall as the ideal location for adolescents entertainment and social
venue
A second set of observation process was performed to add more to this part of my findings.
I went specifically to observe what interior criteria must be considered when designing a
space for adolescents’ entertainment and social needs. I noted that adolescents have
different sizes of groups and they like to sit together. These adolescent groups moved tables
and chairs around to accommodate more peers. I also observed that adolescents favour
sitting at the corner, or by the balcony or window. Which I believe is to see everything that
is happening around them that may encourage gossip, or conversation.
From the above finding I believe that the most activities that need to be considered to be
included in a entertainment venue for adolescents is lounge, eating area, a dance floor and
a games room. Through my first set of visits to the three shopping malls I found that there
are two places you would mostly find middle adolescents in movie theatres and in the food
courts. Another activity they take part in is general walking or strolling around the mall
whether it is for window shopping, shopping or to move between the movies theatres, food
courts and game rooms. With the answers from the graphed question it is clear that a link
can be made for the adolescent’s need for entertainment and preferred way of socialising.
70 percent of the questionnaire participants named movies as one the reasons why they like
their favourite shopping mall. Other answers included window shopping and gadget buying
which also was favoured by 60%.
- Adolescents enjoy shopping malls, mostly during the day.
From my observations shopping malls are usually full of adolescents during the day, though
that is not to say that they don’t come at night. Mostly, I noted, adolescents go to shopping
malls at night accompanied by their parents or guardian whereas during the day they are
seen with their peers. It is clear that my observation was on point as 60 percent liked
spending time socializing in a shopping mall in the day, and the 40 percent remaining stated
both. This may conclude that a day venue would be ideal.
0
1
2
3
4
5
6
A lounge for
TV, DSTV and
movies
A lounge for
reading with
wireless
connections
Stage for
performances
A dance floor An eating area
for teenagers
Games room
(pool, Wii,
PlayStation,
bowling)
Other
If a shopping mall where to include an entertainment venue for 14 to
16 year olds what would you like it to have?

20. It is the interior space that this study wishes to advance to cater for the social and
entertainment needs of adolescents. With the above findings we have an outline of what is
to be ideal in such a space but not of how the space should look like or where it should be.
In my opinion after reading the literature available out there as secondary data and the
findings in my observation I feel a shopping mall is a perfect place to have this space for
adolescents. Adolescents are at a stage in their life where they want to be free, free from
their parents so that they can find themselves. With the variety of existing spaces in a
shopping mall to cater for each mood or identity for every human, from camping gear shop
to mini skirt shop, it is only normal for an adolescent to connect to a shopping mall. The
following findings support that indeed most adolescents prefer to spend time in shopping
malls and with the outcome from the entertainment and socialising themed questions it is
clear on what a day in a shopping mall involves.
0
2
4
6
8
in the day at night both
when do you spend time socializing in a shopping
mall?
0
5
10
Yes No
Do you spend time socializing in a shopping mall?

21. CHAPTER 5
CONCLUSION
The entertainment and social needs of adolescents can be met in a shopping mall as this is
the place where adolescents tend to be drawn to because of its fast pace and variety of
activities happening everyday day. Therefore a shopping mall is a good venue but they
need a space where they can claim as being theirs a place where they can be free to be as
fun and lively as one middle adolescent wishes to be. Adolescents have taken habitat in a
place built for something else; therefore it would be ideal to section out a venue for them
that will cater to their social and entertainment needs in which they belong. Answering
the three sub questions would be the best place to start for this aim to be reached. These
questions link up because research has found that socializing with peers for adolescents
applies to both social and entertainment needs. When it comes to design criteria that can
cater for such needs for adolescents it is of the impression that adolescences seek freedom.
They enjoy the mall with all its variety from food to movie in one place but also they miss
the out doors
Outdoor activities have come up more than once in the questionnaire findings as more and
more adolescents listed outdoor activities as things they like to do whether with their family
or with their friends. It is therefore of my opinion that if interior design where to be able to
bring the outdoor to the indoor for such a venue then the research question would be
answered. Along with the necessary gadgets or technology to keep the adolescents in touch
with their peers and enough space for them to be able to enjoy each other’s company.
There are also additional considerations an interior needs to look at, for example the
function of the space in which I believe should be a space that can be easily altered. My
findings have leaded me to conclude that boxed out zones should not be used as each group
will want to observe their surroundings. Seats may be needed to be placed in consideration
that adolescents enjoy roaming around the environment there are in so an open area plan
would be ideal
RECOMMENDATIONS
I believe this research topic has helped point out adolescent influences such as peers, idols
and the media. All these influences may be for the good or for the bad but they are still a
reality. An interior space can help motivate and stimulate adolescents in a direction they
may have never thought of before because of being surrounded by groups they do not
belong in. A shopping mall has all ages coming in to enjoy the scenery or do some shopping
which may also influence the adolescents’ behaviour. In an interior venue designed to cater
for adolescents’ shared entertainment needs more focus may be placed on the positive like
talent and sensible growth in their group. An interior space aims to cater to the occupants
needs through design and structure.

22. REFERENCING
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310.
Augustin, S. Coleman, C. 2012. The designer’s guide to doing research: Applying knowledge
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3 January 2013).
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20
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February 2013).
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SAGE.
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2013)
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23. Mennis, E, A. 1998. Entertainmnet Industry economics: a guide for financial analysis by
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Palgrave Macmillan.

24. Appendix A
CONSENT FORM
INTERIOR DESIGN PROGRAMME
BACHELOR OF TECHNOLOGYDEGREE
LindaSithole
10 KingsMansions
36 Acutt Street
Durban
4001
21 February2013
To whomit mayconcern
REQUEST FOR ADOLESCENT PARTICIPATIONIN RESEARCH QUESTIONNAIRE
My name isLindaSithole Iam studyingtowardsmyBachelorof Technology:InteriorDesignatthe
Durban Universityof Technology.We are requiredtodoa researchreporton a chosentopicas part
of ourexamination.Mytopicis: Meeting the social needsof teenagers:An entertainmentvenue
within a shopping mall.
CouldI kindlyrequestyourconsent yourchild’sparticipationinaresearchquestionnaire?
The questionnaireswill be anonymous sothatthe participant’sidentityremainsconfidential inthe
study.
Participantshave the rightto privacy.Toaccomplishthis,the answeredquestionnairewill be handed
back sealedbyparticipant,inanenvelopeprovidedbythe research.If the questionnaire issentto
the participantviaemail,the answeredquestionnaire will be sentdirectlytothe researchviaemail.
The researchwill notreveal the participant’sinformation.
Participantsare free torefuse toanswerthe questionnaire andcanwithdraw fromthe studyat any
time.Theyhave the rightto full disclosure aboutthe researchproject.Shouldyourequire any
furtherinformation,aboutthe searchproject,please feel freetocontactme on the detailslisted
below:
Attachedplease findthe formof consentthatyou,as the parent/guardian are requiredtocomplete
if you agree child participate inthisstudy.
Kindregards
LindaSithole
4th
yearBachelorof Technology:Interior
Designstudent
Contact: 076 1107114
Studentnumber:20801496
Michelle Hankinson
SupervisorandLecturer
Contact: 031 3736507
Durban Universityof Technology
Visual CommunicationDesign
InteriorDesignProgramme

25. INTERIOR DESIGN PROGRAMME
BACHELOR OF TECHNOLOGYDEGREE
Meeting the social needsof adolescents: An entertainmentvenuewithin a shopping mall.
I ……………………………………… (Full name of parent/guardian) herebyallowsLindaSithole tohandout
questionnaires tomychild asa data collectionprocesstoaidinherBachelorof Technology:Interior
Designresearchreport.
I understandthatthisisa full disclosure agreementinthatIwill be keptpostedonthe findingsand
outcomesof thisresearchreport.
I understand thatthe participant’sidentitywill be treatedwithanonymityandthe information
collectedwillnotbe falselyrepresented.
I understandthat my childis at libertytoretract fromthisresearchparticipationatanytime.
Kindregards
LindaSithole
4th
yearBachelorof Technology:Interior
Designstudent
Contact: 076 1107114
Studentnumber:20801496
Michelle Hankinson
SupervisorandLecturer
Contact: 031 3736507
Durban Universityof Technology
Visual Communication Design
InteriorDesignProgramme
LETTER OF CONSENT