Pitting the Mall Against the Internet in Advertising-Research Completion
本研究通过复制四个购物中心拦截研究，使用互联网面板测试印刷、广播和网络广告，比较两种数据收集方式的差异，发现开放题回答有区别，且差异部分源于购物中心环境中研究者的影响。
<h3>ABSTRACT</h3> 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.