Reducing bias in shopping mall-intercept surveys: The time-based systematic sampling method
South African Journal of Business Management
| Field | Value | |
| Title | Reducing bias in shopping mall-intercept surveys: The time-based systematic sampling method | |
| Creator | Bruwer, Johan de W. Haydam, Norbert E. Lin, Binshan | |
| Description | 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. | |
| Publisher | AOSIS | |
| Date | 1996-03-31 | |
| Identifier | 10.4102/sajbm.v27i1/2.803 | |
| Source | South African Journal of Business Management; Vol 27, No 1/2 (1996); 9-16 2078-5976 2078-5585 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajbm.org/index.php/sajbm/article/view/803/737
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