John Was Stopped at the Local Shopping Centers and Asked

question 24

Multiple Choice

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called?

• A) Person-on-the-street interview
• B) Mall-intercept interview
• C) Drop-off survey
• D) Ad recall interview
• E) None of the above.

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Definitions:

Point-of-Purchase Display

A specialized form of sales promotion located near, on, or next to a checkout counter (the point of purchase) designed to attract customer attention and stimulate sales.

News Release

An official statement issued to newspapers and other media for the purpose of providing information, an official statement, or making an announcement.

Media

The various means of communication, such as television, radio, newspapers, and the internet, that reach or influence people widely.

Story Idea

A concept or outline that lays the groundwork for a narrative in literature, journalism, film, or other creative fields.