Question

What are the advantages and disadvantages of mall intercept interview?

Answer 1

Mall intercept interview is when the respondents are approached for collecting data at a high traffic location like a mall.

Advantages of mall intercept interview:

• A huge number of respondents can be contacted at a single place.
• Interviewers can validate demographic information of the respondents like their age, gender.
• It is easier to encourage people to convince for responses rather than to convince them over a phone or e-mail.
• If participants find problem in answering a particular question, they can take help from the interviewer.

Disadvantages:

• It might not be very comfortable for a number of people to stand in the middle of the mall and answer questions.
• Such type of interview is not based on random sampling because not everyone likes going to the mall.
• Interviewing in such cases cannot be very long because people might not be interested in answering a large number of questions standing in the mall.