A mall-intercept personal interview is a survey whereby respondents are intercepted in shopping in malls. The process involves stopping the shoppers, screening them for appropriateness, and either administering the survey on the spot or inviting them to a research facility located in the mall to complete the interview. While not representative of the population in general, shopping mall customers do constitute a major share of the market for many products.
Marketing Research. School of Business & Accountancy, Ngee Ann Polytechnic. Jonas Lee. Pearson