Required informationSkip to questionMarketing Research: Mystery Shopper Many companies rely on mystery shoppers to conduct marketing research. In recent years, mystery shopping has changed as it has taken on an even more prominent role in the implementation of marketing strategy. Before marketers can develop a marketing mix, they must collect in-depth, up-to-date information about consumer needs. Marketing research is a systematic, objective process of getting information about potential customers to guide marketing decisions. Read the case below and answer the questions that follow. This is how mystery shopping works: Mystery shoppers enter establishments pretending to be regular customers. They come with mental checklists and scrutinize both how they are treated and the appearances of the establishment. Some actually use digital cameras and computer equipment to document these conditions. Many mystery shoppers work on a part-time basis and do so to earn free merchandise, meals, movie tickets, and so on. Smaller numbers actually work full-time as shoppers. Companies rely on the information provided by mystery shoppers to make sure employees are following company guidelines. Some companies actually provide company bonuses based on employee's performances during mystery inspections. Although a number of companies are now utilizing online and phone customer surveys to judge performances—a practice that costs far less than employing mystery shoppers—many companies still rely on these mystery inspections and feel the results help them raise the bottom line—customer satisfaction. Over time, companies have been created that "hire" these volunteer shoppers and provide them with assignments. As of 2005, there were around 500 companies managing volunteer shoppers. The business as a whole is worth about $600 million. The new frequent use of mystery shoppers is due in part to the Internet, which has made the entire process—from handing out assignments to returning feedback—much easier. Companies are also much more conscious of maintaining quality; hiring mystery shoppers provides companies with a way to discover whether or not their stores are adhering to the companies' standards. These mystery shoppers engage in meaningful observations to improve the implementation of marketing strategy. Secret shopping provides research to evaluateMultiple Choicebuyer behavior.service standards.target markets.merchandising.
Question
Required informationSkip to questionMarketing Research: Mystery Shopper Many companies rely on mystery shoppers to conduct marketing research. In recent years, mystery shopping has changed as it has taken on an even more prominent role in the implementation of marketing strategy. Before marketers can develop a marketing mix, they must collect in-depth, up-to-date information about consumer needs. Marketing research is a systematic, objective process of getting information about potential customers to guide marketing decisions. Read the case below and answer the questions that follow. This is how mystery shopping works: Mystery shoppers enter establishments pretending to be regular customers. They come with mental checklists and scrutinize both how they are treated and the appearances of the establishment. Some actually use digital cameras and computer equipment to document these conditions. Many mystery shoppers work on a part-time basis and do so to earn free merchandise, meals, movie tickets, and so on. Smaller numbers actually work full-time as shoppers. Companies rely on the information provided by mystery shoppers to make sure employees are following company guidelines. Some companies actually provide company bonuses based on employee's performances during mystery inspections. Although a number of companies are now utilizing online and phone customer surveys to judge performances—a practice that costs far less than employing mystery shoppers—many companies still rely on these mystery inspections and feel the results help them raise the bottom line—customer satisfaction. Over time, companies have been created that "hire" these volunteer shoppers and provide them with assignments. As of 2005, there were around 500 companies managing volunteer shoppers. The business as a whole is worth about $600 million. The new frequent use of mystery shoppers is due in part to the Internet, which has made the entire process—from handing out assignments to returning feedback—much easier. Companies are also much more conscious of maintaining quality; hiring mystery shoppers provides companies with a way to discover whether or not their stores are adhering to the companies' standards. These mystery shoppers engage in meaningful observations to improve the implementation of marketing strategy. Secret shopping provides research to evaluateMultiple Choicebuyer behavior.service standards.target markets.merchandising.
Solution 1
Based on the information provided in the text, secret shopping provides research to evaluate service standards. Mystery shoppers enter establishments pretending to be regular customers and scrutinize both how they are treated and the appearances of the establishment. Companies rely on the information provided by mystery shoppers to make sure employees are following company guidelines. This suggests that the primary purpose of mystery shopping is to evaluate the service standards of a company.
Solution 2
Based on the information provided in the text, secret shopping provides research to evaluate service standards. Mystery shoppers enter establishments pretending to be regular customers and scrutinize both how they are treated and the appearances of the establishment. Companies rely on the information provided by mystery shoppers to make sure employees are following company guidelines. This suggests that the primary purpose of mystery shopping is to evaluate the service standards of a company.
Solution 3
Based on the information provided in the case study, secret shopping provides research to evaluate service standards. This is because mystery shoppers enter establishments pretending to be regular customers and scrutinize both how they are treated and the appearances of the establishment. Companies rely on the information provided by mystery shoppers to make sure employees are following company guidelines and to discover whether or not their stores are adhering to the companies' standards.
Solution 4
Based on the information provided in the case study, secret shopping provides research to evaluate service standards. Mystery shoppers enter establishments pretending to be regular customers and scrutinize both how they are treated and the appearances of the establishment. Companies rely on the information provided by mystery shoppers to make sure employees are following company guidelines. This indicates that the primary focus of mystery shopping is to evaluate the service standards of the company.
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