Reducing bias in shopping mall-intercept surveys: The time-based systematic sampling method

Artikel

Marketing practitioners nowadays often have to base important management decisions on information obtained in research surveys conducted in shopping malls. The shopping mall-intercept survey is a very popular method used by research agencies to gather information of almost all kinds. While the advantages of shopping mall-intercept interviewing are considerable, their adoption without recognition of their shortcomings is not prudent. Selection error, resulting in time sampling bias, occurs in shopping mall-intercept surveys as a result of significant differences between the characteristics of persons visiting a shopping mall at different time segments during a month period. In this empirical study, the authors explain the problem of time-based selection error in mall-intercept data, the failure of common research practices to correct it, and develop a specific time-bias reduction technique.

Angaben zum Objekt

• Sprache: Englisch

Verweise und Beziehungen

• Erschienen in: Journal: South African Journal of Business Management ; ISSN: 2078-5976 ; Volume: 27 ; Year: 1996 ; Issue: 1/2 ; Pages: 9-16 ; Cape Town: African Online Scientific Information Systems (AOSIS)

Klassifikation und Themen

• Klassifikation: Management

Beteiligte, Orts- und Zeitangaben

• Ereignis: Geistige Schöpfung
• (wer): Bruwer, Johan de W. ; Haydam, Norbert E. ; Lin, Binshan
• Ereignis: Veröffentlichung
• (wer): African Online Scientific Information Systems (AOSIS)
• (wo): Cape Town
• (wann): 1996

Weitere Informationen

• DOI: doi:10.4102/sajbm.v27i1/2.803
• Handle: http://hdl.handle.net/10419/218151
• Letzte Aktualisierung: 10.03.2025, 11:45 MEZ