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Erscheinungsjahr: 
1996
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[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 27 [Issue:] 1/2 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 1996 [Pages:] 9-16
Verlag: 
African Online Scientific Information Systems (AOSIS), Cape Town
Zusammenfassung: 
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.
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