What is the type of survey research method that involves interviewing people in the common areas of shopping malls?
The type of survey research method that involves interviewing people in the common areas of shopping malls is referred to as Mall Intercept Interview. The correct option is option c.
Mall Intercept Interview
Mall Intercept Interviews: Mall intercept interviews are a type of in-person survey where individuals are asked to participate in a survey while they are in a common area of a shopping mall. It is a type of quantitative research where the researchers approach potential respondents in public places such as malls, parks, or universities to gather data.
Main Objective: The main objective of mall intercept interviews is to identify customer behavior, tastes, opinions, preferences, and buying habits in a fast and effective way. Researchers use this method to obtain high-quality data on consumer opinions, attitudes, and beliefs, which can help businesses make informed decisions.
Process: The mall intercept interview technique involves the following process:
- Identification of high-traffic locations at a mall, such as entrances and exits, or common areas where people gather, like food courts and seating areas.
- Researchers approach individuals in those areas and invite them to participate in the survey.
- If a person agrees to participate, researchers will ask them a set of predetermined questions either orally or through a written questionnaire.
- The respondents' answers are then recorded, compiled, and analyzed to identify trends, preferences, and opinions.
Benefits: The mall intercept interview method is ideal for businesses that want to get insights into customers' opinions, tastes, and preferences in a short period. It is considered an efficient method for collecting data as it provides immediate feedback from a broad range of individuals and demographics, making it a cost-effective research method.