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The future of mall research: Current trends affecting the future of marketing research in malls
Author(s) -
FrostNorton Tammie
Publication year - 2005
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.8
Subject(s) - shopping mall , marketing , data collection , moderation , interview , respondent , quality (philosophy) , business , advertising , public relations , psychology , sociology , political science , social psychology , social science , philosophy , epistemology , anthropology , law
The Marketing Research Association (MRA) Annual Conference in Boston, MA (5–7 June, 2004), held a panel discussion as part of the workshop portion of the conference regarding quantitative research. The panel was made up of: Janet Baldi, Vice President of Data Collection & Data Quality for Rothstein‐Tauber/Directions for Decisions (RTI‐DFD); Jackie Weise, Executive Vice President and Principal for Market Trends, Inc.; Kim Fitzgerald, Manager–Market Research for Hasbro Inc.; and Tammie Frost‐Norton. The moderator of the panel was Wendy Dodek, Moderator for Insight Research & Training. The purpose of the panel discussion was to look at current practices of conducting consumer research in malls, the changes occurring due to decisions by buyers of mall research, the health of mall research and the possibilities for the future of mall research. Current trends show less consumer research being conducted via mall intercept, and more being conducted online and with database pre‐recruited interviewing. The future health of mall research may depend on mall facility owners' reactions to existing problems, and their ability to capitalise on the weaknesses of internet data collection. Stability of mall data collection facilities may come from selecting the best possible mall for strong consumer research, and that may be more important in the future than it has ever been. Discussions from the panellists indicate that mall data collection also would need to return to the basics to ensure timeliness and quality. Mall facility owners need to market the unique strengths of each mall's respondent base. Although the discussion here centres on developments in US mall research, the majority of the findings will be relevant to practitioners of shopping‐centre or high‐street‐based interviewing in the UK and other countries. Copyright © 2005 John Wiley & Sons, Ltd.