a type of marketing research interview; typically, respondents are chosen in shopping centres.
It is essential that all interviews begin by gathering demographic information so that you can segment the data and glean it for results among various ages, ethnicities, income and education -- regardless of the format that the rest of the research takes (focus group, mall intercept, etc.).
Phone-surveys get somewhat higher response rates, but not many questions can be asked because many answer options have to be repeated and few people are willing to stay on the phone for more than five minutes. Mall intercepts are a convenient way to reach consumers, ...
See also: Retail, Channels, Competitor, Competitive, Planning