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| Author: | Frost-Norton, T. |
| Title: | The future of mall research: Current trends affecting the future of marketing research in malls |
| Journal: | Journal of Consumer Behaviour
2005 : JUN, VOL 4:4, p. 293-301 |
| Index terms: | Marketing Research Shopping centres Future USA |
| Language: | eng |
| Abstract: | The Marketing Research Association (MRA) Annual Conference in Boston, MA., U.S. in June, 2004, held a panel discussion as part of the workshop portion of the conference regarding quantitative research (here as: res.) The panel discussion aimed at looking at current practices of conducting consumer res. in malls, the changes occurring due to decisions by buyers of mall research (here as: m-res.), the health of m-res. and the possibilities for the future of m-res. Current trends show less consumer res. conducted via mall intercept, and more res. conducted online and with database pre-recruited interviewing. The future health of m-res. 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. |
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