What are Shopper Intercepts?
The process involves stopping shoppers, screening them for appropriateness, and either administering a survey (or interview) on the spot or inviting them to a research facility located to complete the interview. While not representative of the population in general, shopping mall customers do constitute a major share of the market for many products.
Traditionally, data collection for these surveys is done with the help of a person collecting data with pen and paper in a shopping mall. With advancement in technology, it is now being done on iPad, Android tablet or iPhone.
What information does it record and how?
They can also focus on a comparative analysis of several competing products known to the consumer, or provide good estimates of brand recall and recognition. Surveys can also sample the opinions of consumers immediately after sampling a product.
for example… airline consumer surveys where passengers in certain seats are asked to complete a questionnaire on customer service.
Usually however, consumer intercept research usually takes the form of a one to one interview, rather than a self administered questionnaire. Consumer intercepts are usually held to gain a fast and quick overview, as opposed to the more in depth focus group methods or stratified or random selected samples, for which results can be generalized to a total population.
How is it carried out and analysed?
Field research interviewers are provided with interview blanks with detailed instructions regarding stemming and question flow, and are trained and role play each interview before conducting interviews. The make up of the target group guides the selection of ethnicity, age group, and other personal characteristics of interviewers.
The strategic advantages of consumer intercept surveys are the speed in which they can be conducted, their low cost, and the ability to poll a large number of consumers. As the questionnaires are usually structured or semi structured, coding is straightforward and results can be provided in short period of time.
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