Mystery Shopping as an Instrument of Marketing Research


Mystery Shopping as an Instrument of Marketing Research

Jméno a příjmení autora:

Pavla Staňková, Marcela Vaculíková

Rok:
2007
Číslo:
1
Klíčová slova:
mystery coaching, mystery shopping, control sheet, agencies
JEL klasifikace:
DOI (& full text):
Anotace:
The paper deals with a research method called mystery shopping. Mystery shopping is a research method that is based on the principle of so-called secret shopping. During the research there is…více
The paper deals with a research method called mystery shopping. Mystery shopping is a research
method that is based on the principle of so-called secret shopping. During the research
there is observed the seller‘s behaviour and also the time spent waiting, comprehensibility, form
and the realization of the offer, interior, atmosphere, visage and the neatness of seller and other
features which can influence the success of selling process. Within the first part of our paper is
characterized the definition of mystery coaching and mystery shopping, mystery shopping process
and individual stages of realization of mystery shopping. Separate chapter contains the control
sheet as the basic document for both purchaser and provider of mystery shopping. The second
part presented advantages and disadvantages and limitations of mystery shopping and the situation
of mystery shopping agencies in the Czech Republic.

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