Dual shopping mall intercept surveys as a research method to investigate Malaysian consumers store choice preferences

Abstract

Two parallel shopping mall intercept surveys were utilised to investigate the importance of the variables influencing respondents' choice of preferred retail outlet for the purchase of fresh meat and fresh fruit and vegetables. As the questionnaire for both products was too large for a shopping mall intercept survey, an alternative method of data collection was utilised for the study. To ensure that each shopper had an equal chance of being sampled, the researcher and two emumerators occupied positions at different entrances of both modern and traditional retail outlets interviewing every 7th person that passed them. The results demonstrate that there were no significant differences between the data sets, thereby enabling the researcher to compare the variables impacting on the decision to purchase fresh meat and fresh produce.