Mystery Shopping as an Instrument of Marketing Research

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.