Method of Administration Effects in Mall Intercept Interviews

While mall intercept interviewing is one of the most frequently used data collection methods in marketing research, it is also one of the least studied areas.
  

Method of Administration Effects in Mall Intercept Interviews

Alan J Bush  Memphis State University Ronald F Bush,University of West Florida  and Henry C K Chen University of West Florida

Mall intercept interviewing is currently one of the most frequently used data collection methods in advertising and marketing research. Goodyear (1989) recently characterised the British market research industry as one which is still dominated by face to face interviews in the home, in the street or at a central location (i.e. in a mall/hall) and others have noted either increasing or substantial usage of the...

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