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.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: 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)

Classification and Topics

• Classification: Management

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Bruwer, Johan de W. ; Haydam, Norbert E. ; Lin, Binshan
• Event: Veröffentlichung
• (who): African Online Scientific Information Systems (AOSIS)
• (where): Cape Town
• (when): 1996

Further information

• DOI: doi:10.4102/sajbm.v27i1/2.803
• Handle: http://hdl.handle.net/10419/218151
• Last update: 10.03.2025, 11:45 AM CET