Mall interviewing often proves to be the best for advertising research because of its flexibility and the fact that most of us can be found walking up and down a shopping center mall at one time or another.  

BRC is constantly checking to see how many people recognize specific ads and commercials.  Mall interviewing facilities make it possible to show it in its original form: TV commercials on a TV set, web pages on a monitor, print ads in a magazine and radio commercials on a radio.   

The ease of screening respondents to find the specific type you want to interview is another major advantage. Recruiters out on a mall can screen for gender and approximate age visually.  A few direct questions can then show if the respondent is eligible to be invited in to the facility for a full interview.  No other form of interviewing can screen people that efficiently.  

Higher cost, an upscale skew, and limited coverage of the rural population are the disadvantages.

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