Competitor mystery shopping: methodological considerations and implications for the MRS code of conduct

Jill Hillier and Janet Dawson

The study presented here examines the views of the client perspectives on competitor mystery shopping in the light of the increased use of this technique in the research industry.
  

Competitor Mystery Shopping: Methodological Considerations and Implications for the MRS Code of Conduct

Janet Dawson, and Jill Hillier MSS/Research International on behalf of the Market Research Society Professional Standards Committee

INTRODUCTION

Many organisations are currently buying competitor mystery shopping while others are considering it. Some will not presently contemplate it because of the potential problems it may pose, without adequate guidelines to ensure the quality of assessments of themselves as individual companies and their industry as a whole. Currently, there is lively debate concerning competitor mystery shopping and the direction in which the market...

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