A mall intercept is a
quantitative research survey
Survey may refer to:
Statistics and human research
* Statistical survey, a method for collecting quantitative information about items in a population
* Survey (human research), including opinion polls
Spatial measurement
* Surveying, the techniq ...
whereby respondents are intercepted in
shopping malls
A shopping mall (or simply mall) is a North American term for a large indoor shopping center, usually anchored by department stores. The term "mall" originally meant a pedestrian promenade with shops along it (that is, the term was used to refe ...
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
An interview is a structured conversation where one participant asks questions, and the other provides answers.Merriam Webster DictionaryInterview Dictionary definition, Retrieved February 16, 2016 In common parlance, the word "interview" ...
.
Mall intercepts are frequently used as a type of
marketing research
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix i ...
.
Mall intercepts use
convenience sampling
Convenience sampling (also known as grab sampling, accidental sampling, or opportunity sampling) is a type of non-probability sampling that involves the sample being drawn from that part of the population that is close to hand. This type of sampl ...
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.
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
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
*
Computer-assisted personal interviewing
Computer-assisted personal interviewing (CAPI) is an interviewing technique in which the respondent or interviewer uses an electronic device to answer the questions. It is similar to computer-assisted telephone interviewing, except that the inte ...
*
Automated computer telephone interviewing
Computer-assisted telephone interviewing (CATI) is a telephone surveying technique in which the interviewer follows a script provided by a software application. It is a structured system of microdata collection by telephone that speeds up the co ...
*
Opinion poll
An opinion poll, often simply referred to as a survey or a poll (although strictly a poll is an actual election) is a human research survey of public opinion from a particular sample. Opinion polls are usually designed to represent the opinion ...
Notes
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Survey methodology