A mall intercept is a quantitative research survey whereby respondents are intercepted in shopping malls or other public spaces. The process involves stopping shoppers, screening them for appropriateness, and either administering a survey (or interview) on the spot or inviting them to a research facility nearby to complete the interview.[1] Mall intercepts are frequently used as a type of marketing research.

Mall intercepts use convenience sampling and require respondents to be in the mall while data is being collected. Surveys that take place in malls frequently under represent lower-income and elderly populations. To reduce the impact of this sampling bias, some surveys use the format of a mall intercept outside of other public locations, such as grocery stores and municipal buildings.[2] Researchers can also administer their intercept at various times of the day or near different mall attractions to ensure as accurate a sample as possible [3]

Traditionally data collection for these surveys is done with the help of a person collecting data with pen and paper in a shopping mall. With advancement in technology, it is now being done on iPad, Android tablet or iPhone. The concept of mall interview has become a popular way to collect data.

See also

Notes

  1. ↑ Law, Jonathan (2016). A dictionary of business and management (Sixth ed.). Oxford. ISBN 9780199684984. OCLC 944122322.{{cite book}}: CS1 maint: location missing publisher (link)
  2. ↑ Encyclopedia of survey research methods. Thousand Oaks, Calif.: SAGE Publications. 2008. ISBN 9781412918084. OCLC 233969508.
  3. ↑ M., Kolb, Bonita (2008). "13". Marketing research : a practical approach. Los Angeles: SAGE. doi:10.4135/9780857028013.n13. ISBN 9781412947978. OCLC 436086520.{{cite book}}: CS1 maint: multiple names: authors list (link)
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