Internet Testing: A Landmark Study of the Differences Between Mall Intercept and OnLine Interviewing in the United States
Joseph WillkeChristine O. AdamsandZara Girnius ACNielsen BASES, United States
INTERNET RESEARCH
In the United States BASES conducts more central location (i.e. mallintercept) interviews than any other research company and we have used this data collection medium since the companys inception in 1978. We have found mallintercept data, when properly modeled, to be highly reliable and predictive of consumer behavior in the marketplace. Like most research companies, though, we have observed a slow but steady erosion in respondent cooperation...