Mall-intercept interviewing is being replaced by some researchers with in-store research.

Question

Quizplus · Accepted Answer

Mall-intercept interviewing, where researchers approach shoppers at malls and ask them questions, is being replaced with in-store research, where researchers observe shoppers in the store or ask them questions while they shop. This is because in-store research provides more natural and accurate data on shopping behavior than mall-intercept interviewing.

Mall-Intercept Interviewing Is Being Replaced by Some Researchers with In-Store