DECA Sports and Entertainment Marketing Practice Exam

Disable ads (and more) with a membership for a one time $4.99 payment

Prepare for the DECA Sports and Entertainment Marketing Exam. Study with flashcards and multiple choice questions, each question includes hints and explanations. Get ready for success!

Practice this question and more.


What does a mall intercept refer to in market research?

  1. An interview conducted in shoppers' homes

  2. A survey given to customers through phone interviews

  3. A market research interview conducted in a public place

  4. A focus group held in a corporate office

The correct answer is: A market research interview conducted in a public place

A mall intercept is a type of market research that involves conducting interviews with consumers while they are in a shopping environment, such as a mall. This method allows researchers to gather immediate feedback from shoppers as they interact with products and services in a retail setting. By approaching consumers in a public space, researchers can capture spontaneous opinions and behaviors that may influence purchasing decisions. The mall intercept method is particularly valuable because it provides insights from a diverse pool of shoppers, representing various demographics and shopping habits. This approach not only helps in understanding consumer preferences but also enhances data collection through real-time interactions. The other options describe different research methods that do not align with the definition of a mall intercept. Interviews in shoppers' homes or phone surveys are conducted in more controlled settings and do not capture the immediate shopping context, while focus groups typically take place in corporate environments, focusing on in-depth discussions rather than quick, spontaneous data from a broader audience.