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.
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.
[2] 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 [3]
The concept of mall interview has become a popular way to collect data[citation needed].This marketing-related article is a stub.