A mall intercept is a
quantitative research
Quantitative research is a research strategy that focuses on quantifying the collection and analysis of data. It is formed from a deductive approach where emphasis is placed on the testing of theory, shaped by empiricist and positivist philosop ...
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.
Mall intercepts are frequently used as a type of
marketing research.
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 sampli ...
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
In statistics, sampling bias is a bias (statistics), bias in which a sample is collected in such a way that some members of the intended statistical population, population have a lower or higher sampling probability than others. It results in a bia ...
, 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
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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 ...
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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 col ...
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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