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An Assessment of the Mall Intercept as a Data Collection Method

An Assessment of the Mall Intercept as a Data Collection Method 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

An Assessment of the Mall Intercept as a Data Collection Method

Journal of Marketing Research , Volume 22 (2): 10 – May 1, 1985

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References (39)

Publisher
SAGE
Copyright
© 1985 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224378502200205
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Marketing ResearchSAGE

Published: May 1, 1985

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