The mall intercept survey is used most frequently for market research. The name is derived from its traditional deployment at shopping malls, where there are many readily available persons to sample and from whom to gather data. Mall intercept studies rarely use probability sampling methods, and therefore the results of such a survey cannot be used to determine scientifically the attitudes and opinions of the target population. To address this limitation, researchers often attempt to conduct the survey in a number of locations and at varying times to try to ensure that the variability within the population of interest is represented.
Generally, an intercept study entails selecting respondents by stopping them (i.e. intercepting them) in a public place (e.g. a shopping mall). Once a potential respondent ...
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