INTERCEPT STUDIES

Intercept studies are conducted in all types of stores, shopping areas, malls, eating establishments, airports and events such as fairs, sporting events, and concerts. Almost all types of marketing research can be done in this manner. The most common are name-gathering, advertising and packaging concept studies, product testing, product placements, and customer satisfaction studies. During an intercept study, interviewers are assigned to a location for a given number of hours. They approach customers according to the study specifications and usually offer a stipend or gift to thank respondents for their cooperation.

REFERENCES

• Eleanor Goss, EBG Marketing & Assoc., Fairfield, CT
• Ann Cassese-Palma, PLOG Research, Reseda, CA
• Nancy Kleinschmidt, Shifrin Research, New York,NY
• Jeff Permuy, SPAR-Burgoyne, Mahwah, NJ
• Kathy Connor, Touchtone Research, Branford, CT
• Cara Brady, PERT Research, Bloomfield, CT