RT Journal Article
SR Electronic
T1 Pitting the Mall Against the Internet In Advertising-Research Completion
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 321
OP 331
DO 10.2501/JAR-51-1-321-331
VO 51
IS 1
A1 Thomas Maronick
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/1/321.abstract
AB Internet surveys—particularly those utilizing panels of consumers—have supplanted the mall intercept as the method of choice for many advertising researchers. Internet surveys are estimated to be growing at a rate of almost 14 percent per year, with as much as 35 percent of all advertising research conducted using Internet panels. One question remains: How do the data utilizing Internet panels compare with mall-intercept data? This empirical study seeks to answer this question by replicating four mall-intercept studies using an Internet panel. Print, broadcast, and Internet ads were tested using the same products/brands, test and control ads, screening criteria, and survey questions. The results showed some differences, particularly with responses to open-end questions. The results also demonstrated that much of that difference appeared to be due to the influence of the researcher in the mall-intercept environment, a factor not present with Internet-panel surveys.