Mall intercept

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A mall intercept is a

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[citation needed].

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Notes

  1. OCLC 944122322.{{cite book}}: CS1 maint: location missing publisher (link
    )
  2. OCLC 233969508
    .
  3. OCLC 436086520.{{cite book}}: CS1 maint: multiple names: authors list (link
    )
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