Pitting the Mall Against the Internet In Advertising-Research Completion: Internet Panels are More Popular. Are They More Effective?

Internet surveys—particularly those utilizing panels of consumers—have supplanted the mall intercept as the method of choice for many advertising researchers.

Pitting the Mall Against the Internet In Advertising-Research Completion: Internet Panels are MorePopular. Are They More Effective?

Thomas Maronick

Towson University


In the 1980s, mall-intercept research supplanted the telephone for the bulk of consumer research and supplanted in-home surveys for advertising research. Malls offered the advantages of easy access to large groups of relatively homogeneous populations and allowed research firms to test express and implied claims and consumer confusion (in trademark matters) in print and broadcast ads and packages. Additionally, because of the presence of a trained interviewer, attitudes, opinions, and beliefs and secondary claims and meanings could be...

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