A mall intercept interview is a research method in which mall visitors are stopped for conducting an interview. Often, respondents are given a free sample of a product or reward for their participation. Mall intercept surveys target audience from different demographics and collect feedback at the point of experience.
Mall intercept interviews aim to obtain both quantitative and qualitative data for market research. To achieve this goal, interviewers ask a wide variety of questions, such as:
Earlier the data collection through an interview in the mall was done by a person using pen and paper. But nowadays, it is done using iPad, iPhone or Android devices.
- Screen participants
Before the interviewer speaks to the potential respondents, one must first choose people who meet specific criteria. For instance, a study about children’s clothing might need the interviewer to reach out to the kids and young adults.
- Stop mall visitors
The mall visitors are stopped and politely asked if they would like to answer a few questions for a survey.
- Survey on the spot
Once it is determined that a person meets the needs of the mall intercept interview, the interviewer will ask a set of questions. However, the respondents can also be requested to answer the survey questionnaire on the kiosk devices.
- Invite participants to a research facility nearby
This step is optional. Depending on the requirements, the participants are either surveyed immediately or invited to the research facilities located in separate areas of malls.
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journal article
An Assessment of the Mall Intercept as a Data Collection MethodJournal of Marketing Research
Vol. 22, No. 2 [May, 1985]
, pp. 158-167 [10 pages]
Published By: Sage Publications, Inc.
//doi.org/10.2307/3151361
//www.jstor.org/stable/3151361
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Abstract
Recently the mall intercept method of data collection has emerged as one of the most popular methods among market researchers. Little progress has been made, however, in empirically assessing the mall intercept approach. In an exploratory study, the authors assess the mall intercept by comparing it with telephone interviewing on response quality and nonresponse rates, as well as lifestyle characteristics and shopping behavior of the respondents.
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JMR publishes articles representing the entire spectrum of research in marketing, ranging from analytical models of marketing phenomena to descriptive and case studies.
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Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com
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